Rodolfo

"This was the best example using the Anthology in the automotive category of all time worldwide. Therefore, it is now part of official cases used by us to publicize the overall tool“ FACEBOOK® HQ, SF, CALIF.

Peugeot Brazil was facing a lack of consideration gain in the country because they stayed a long time out of the really-new-product launch spotlights.

People got used to the same old French Brand and became imune to the efforts to communicate that they were changing and being again the once innovative and stylish manufacture that won Brazilians hearts in the beginning of the 2000’s.

Our challenge was to launch of the new Peugeot 208 In Concert: a special series of the young-driven model which brought inside a sound system 40% more powerful than regular cars and some series badges that made the car even more beautiful.

First we went to were the youngster were: The Facebook®. Than, we brought them what they wanted: Music. And we did it in the way that they were demanding to pay attention: Branded Content, or as I like to call “Real Stories From Real People That Really Interact With The Brand”.

In partnership with Facebook® and Vice® Brazil, we created THE NEXT HIT (A Próxima Parada) campaign in which a real underground music producer from São Paulo travel the country to find really new bands with his Peugeot 208 In Concert.

It’s came out in 6 episodes: three interviews with band members inside the car while their were really going to the studio to record a videoclip and then one videoclip of each band performing one hit of theirs.

The Gran Finale came with the distribution strategy: first we got FB’s audience habits to deliver the series and created a Custom Audience based on the engagement with the content. Then we delivered product ads in the same context, guaranteeing espetacular results.

- 90% of the series sold in the first three weeks of a 2-month campaign.

- 10pp growth in buying intention - top FB Brand Effect result globally.

- 34.5MM views, putting Peugeot in the 1st place of FB BR nr of views.

While researching to launch the New Peugeot 2008 we found out that most of the brand's buyers decided for a Peugeot because it tells people a very clear message about them while driving it: THEY ARE CREATIVE PEOPLE.

In partnership with Discovery Channel, we created the Synesthetic: Crossed Senses, an strong and relevant Branded Content. We Invited 5 synesthetic to drive the Peugeot 2008 and brought 5 known creative artists in Brazil to express what the drivers felt in a piece of work.

Together, those feelings turned into real art. There were 5 episodes of 2 min on Facebook. One for each creative work related with each of the product main features.

Results? A successful 50 min documentary displayed on the Discovery Channel grid, the highest leves of engagement for the Brand and one special award: The Most Innovative Long Format from The Discovery Channel Brazil.

Bootcamp Hostel Skol Lá na Vila

Bootcamp Hostel Skol Lá na Vila - The first temporary hostel built exclusivelly to host young creatives from all the world in Brazil during the 2014 World Cup with a very special mission: find solutions to Brazil's social problems :) 
 
And it worked \o/ for 4 weeks. 4 briefs solved. 80 young creative minds from all around the world together to live, learn, create and celebrate. 
 
A complete different kind of bootcamp in the shape of a hostel. Bootcamp Hostel Skol Lá na Vila brought young creatives from all around the world to stay at a temporary hostel in Vila Madalena, São Paulo, during the World Cup. Sponsored by Skol beer, the hostel received up to 20 guests per week.
 
Young Brazilian professionals also had the chance to stay at the hostel and offer the visitors from other countries a rare opportunity to spend time and share working experiences with locals. 

The selected participants received briefs to solve real world problems on the begging of each week  and had until Friday to present their ideas.
 
There were no payment involved. All that mattered to us was the opportunity to exchange experiences and learn new ways of creative thinking. And drink all that free beer, of course.
 
Find more about the project:
facebook.com/hostellanavila 

A simple and beautiful campaign created to raise awareness over the abuse of alcohol and the consequences it brings to people's lives when they get addicted to its effects.

The ads are alerts to people who is looking for help with the struggle against alcohol addiction so they can get stronger and come back to their lives.

GOLD BULLET AT INTERNATIONAL YOUNG GUNS

Everyday thousands of street performance videos are uploaded on YouTube, and none of the artists featured on these videos receive the appreciation or the money they deserve.
 
YouTube Street Artists
A YouTube channel where all the money collected from Ads will be used to support and develop street artists.

| ONE SHOW YOUNG ONES BRONZE 2014

Snickers

Cyberspace launch in Brazil
 
Our job was to launch, activate and amplify Snickers on cyberspace. The brand was already in Brazil, but had never done a campaign. Mainly only knew and liked Snickers people who has the habit of traveling. 
 
The global concept of the brand is "You're not you when you're hungry" and the dynamic is always the same: an ordinary young man is "transformed" into a true "Diva" when hungry and begins to misbehave in a group of friends. One of his "brothers" offers a Snickers for the "Diva", which becomes the young man again, returning to behave normally.
 
It worked in other countries, and has everything to work here. The "Diva" chosen for the Brazilian campaign was the famous actress Betty Faria, a true institution of brazilian drama. 
 
But for the web we came to the conclusion that young people would identify more with Léo, the guy who turns into Beth when he gets hungry. It is more natural, closer to the young people’s reality. And they're on social networks, so a Snickers website wouldn't make sense. Facebook was elect as our main platform. 
 
Our content was thought to be fun, intelligent, full of humor and immediately identifiable with the public. 
 
We launched the page in march, 2013. Our goal was to reach 504,000 fans by december.
 
By june we had already reached 507,000 fans.
 
The fanpage ended 2014 with more than 1,000,000 fans, and interaction and engagement levels above average for the segment ratings.
 
Such positive numbers - and feedback from our target - proved us right on our strategy and creative paths chosen.
 
Léo agrees. Because there’s one situation that everyone is familiar: we all act crazy and completely surreal when hunger comes.

facebook.com/SnickersBR

Radioplayer.co.uk had just launched the online radio service offering the whole UK radio stations list in one site and their main target was working professional to use the new feature during their work hours.

We knew they were alreday listener of radios on the way to work, so we created some ads to air during the rush hours and comunicate the new product just before people get into their jobs (where they can keep listening to their favourite stations with radioplayer.co.uk).

D&AD 2012 - Student Advertising - Best of The Year

Instituto do Coração - INCOR - is the biggest heart diseases institute of Brazil and 80% of its patients comes from the public healthy system, so they need donations to keep saving our Brazilian hearts from pain.

But, during the soccer World Cup '14, there were some special moments when Brazilians felt their hearts aching harder than usual: the eliminatory matches and the possibility that some powerfull politicans and business men had bought the world championship from FIFA.

We just got along these stories with a funding site that collected money to "buy the World Cup Championship" so our hearts could rest in peace in a working and healthy hospital.

We raised enough to equip the children's toys room with a brande new big screen flat TV and our chests with pride and happiness. We didn't got the cup, but we gave 4 more years of life to some pacients that will be watching the next W.C. Championship.

A full campaign created to launch the first pre-paid gift card service in Brazil, where there was no culture of giving gift-cards to beloved ones.

The ideia was to engage people to share their Don't Wish List instead of the regular one with things they wish as gifts. A 5 episodes webserie with two national comedians, a full campaign over the web and an App where everyone built their Don't Wish Lists to share on Facebook with friends and family.

There's an unique kind of glass in Brazil, which is called "Amercian Glass" but nobody knows why, that is part of our cold beer culture. Every Brazilian sports bar has it's own collection of "American Glasses" and everyone has its own collection at home, also.

We realised that this glass is not anybody's glass, it's the glass of every Brazilian, so when you leave the bar with one of them it cannot be a theft. That's why we created this limited version of the glass for some of the most famous bars in Sao Paulo, Rio de Janeiro and Belo Horizonte: The Borrowed Amercian Glass.

Our client, Nadir Figueiredo, got really satisfied with the results and it was the first time that the bartenders didn't had to argue with clients for missing glasses :)

Take a look at the landing site at www.copoamericano.com.br/pegueiemprestado

Furniture Fellowship

When Caio, a friend of my team, moved to Sweden and we talked after a month I realised two things: how hard it is to make new friends and how IKEA is big there.

Everyone there also know how hard it is to assemble IKEA furniture by themselves. I thought that could be a great opportunity to help my friend meeting new people:
we built a site with a video and simples instructions for people to get help assembling their IKEA furniture for free and you to make a new friend.

That's the Furniture Fellowship

With zero budget, this is what happened:
More than 100,000 shares on Facebook 
Unique visitors from more than 100 countries. 
Interviews on Radio, newspapers and blogs.
Lost count of how many new friends.
 
YOUNG GUNS STUDENT DIGITAL FINALIST 2013

PRESS

Factswt
Thank you for more than 100K shares

SWEDEN:
P3 Radio
Live at Swedish radio P3 

Radio Podcast
Brazilian student builds Ikea furniture to make friends with Swedes

The Local News
Man builds Ikea wares to find friends in Sweden

LITHUANIA  
Delfi
Kaip studentas naudojasi „Ikea“, kad susirastų draugų

NEW YORK  
Blog Frank 151
I will put together ikea furniture for yo

BRAZIL 
Blue Bus
Brasileiro vivendo na Suécia monta móveis da IKEA em troca de novos amigo

PHILIPPINES  
Ffemagazine
How do you gain friends? Build Ikea wares together

Oi Social Media

For over a year I was responsible for content generation and strategic planning of the Facebook presence of Oi Telecomunicações. 
 
Formerly known as Telemar, Oi Telecomunicações is one of the largest telecommunications company Brazil, and the second largest in Latin America both in terms of subscribers and revenues.

facebook.com/OiOficial

In order to connect pet owners around their nieghborhoods we created a site where people can offer their places to host pets from other owners and also can ask for vacancy to their own pets.

It's a site to animal lover get knowing each other so they don't have to leave their little friends alone or pay for them to stay in hotels with no love from people like us.

In only 3 days of site we got the front-page of 3 great brazilian portals and lot's of emails to answer. Now we are building a more easy-to-use and usefull plataform with a brand new name: Carpet Surfing.

Check-out the site (still working) as it went on air at airbnbicho.tumblr.com

And some news about us:
http://viagem.uol.com.br/noticias/2014/07/03/site-airbnbicho-oferece-hospedagem-gratuita-para-animais-de-estimacao.htm

http://chickenorpasta.virgula.uol.com.br/2014/airbnbicho-a-solucao-para-viajantes-e-seus-animaizinhos/

:)

What if we could change the world pressing a single button? Well, then this site would never exist. The Button Project will try to do this by the hit of as many buttons as it's needed to make a real difference in people’s life, no matter what. The first theme is related to the internet. By not using Chrome, you are actually making internet obsolete and limited. The Button Project will recognize your browser and guide you to help everyone's internet. www.thebuttonproject.org.

The Subject Project

A good subject has the power to get the attention of people that don’t even have time to breath? Lets find out together. The experiment consist in sending a blank email and try to get attention of very busy people just by the subject.