PROTECTING KIDS FROM h1n1 and from the rival team.
How this idea came up: Children hate vaccines, right? Yeah, true. Well... what if we used that hatred to traumatize them, but like, for a good cause? Weird, bold, dangerous... I like it. What else... for a Brazilian sports dad, having a kid that supports the rival soccer team is worse than contracting a disease, isn't it? That's it!
These were some of the materials we created and customised to set up the rooms of the clinic, designing a welcoming environment for a pleasant experience. Except not at all. Sorry, kiddos. Yay, dads!
These were some of the kids that got through the Anti Rival Vaccine. Lets say most of them are not overwhelmed with happiness... but okay kids, I get it. Just face it from a different angle: you are protected and your parents are relieved. Now, to the Ice Cream mobile!
TEAM: CLAUDIO LIMA, Felix Del Valle, Ale Koston, Felipe Machado, ALEX FERNANDES, BRUNO BRUX, Lincoln Lopes, Pedro Velasquez
USING DUBSMASH FOR SOMETHING more useful: FIGHTING CENSORSHIP
How this idea came up: Dubsmash was trending and everybody was using it. That was 2015. While people like me could use it to dub stupid things and waste time, there were people around the globe who didn't even had that right, because their most basic freedoms were violated every day. What if we used our freedom to give voice to those who have none?
TEAM: Rodrigo Moran, walter JR., vitor fubu, maria clara cardao, matheus rocha, igor sá.
WE MADE A CERTAIN PRESIDENT SING SONGS HE NEVER WOULD
How this idea came up: A certain president said dumbs things about serious subjects, like sexism and racism, and then he did it again, and again, and again. Frankly, we got tired. So, we decided to have a little fun. We made him sing songs he never would, using his own words against him, showing how music trumps anything (see how we used the word "trumps"? clever right? k thanks)
TEAM: MARIA CLARA CARDAO, ANDRE OBERG
EVERYTHING CHANGES WHEN YOUR BOSS IS ON THE LIST
How this idea came up: We were kind of fed up with hearing those stupid, boring corporate cliches and we wanted to stick it back to "the man". Naturally, we spent a few hours thinking of a way make fun of it. I guess we did a pretty good job (patting ourselves on the back). Yay, motivation!
Turns out people from Creativity, Communication Arts and Luerzer's Archive thought we did a pretty good job too, so they featured us in their publications. Yay, PR!
TEAM: Felix Del Valle, Pedro Velasquez
HOW WE TRANSFORMED A BRAND PROBLEM INTO AN ASSET
How this idea came up: This one needs a little background. OLX is one the biggest listing sites operating in Brazil. They had good awareness but little consideration, meaning people knew them but didn't bother to use them. Further research discovered that people thought their 4 step publishing process was way too complicated. Our briefing was to solve that perception. How could we do that? After all, instruction campaigns are just plain boring. Well, what if we transformed our complicated 4 steps into a team of superheroes with one simple power each? That was when the OLX Detach Squad was born.
We created a storytelling arch spanning 8 months. It was tons and tons of hours and effort put into content, planning and media. And it all started with the grandpa, a previously stablished and loved brand character, convoking 4 Youtube influencers into the team, without any notice.
With the team assembled, we teased everybody with a Hollywood trailer parody TV spot. The script had 5 different slightly modified versions to better appeal to different target clusters, and we implemented this strategy in partnership with Google. We also worked closely with the Facebook creative team to make it work perfectly without sound. After all the hard work, this spot ended up becoming the top rated tv ad in brand history (research). Really proud of this bad boy.
With the squad assembled and the teaser working wonders, it was time for the OLX Detach Squad to hit primetime. The TV spot below aired for several weeks and was the one with most media effort behind it. It was well received.
Some pictures of us shooting it and having lots of fun (I'm that awesome dude with leather jacket).
To boost the campaign overall effectiveness, we even created these silly little tutorials aimed to hit different targets depending on where we lost them on the conversion funnel.
THE SQUAD WORKED SO WELL THEY MADE A COMEBACK
After the 8-month campaign ended, the results were so good that the client asked us to make more content, which we did. But this time, they wanted to make a 1 week mini-campaign after Black Friday.
Our solution was to give a little twist to Black Friday and create the "Desapega Week", or Detach Week. We used Black Friday cliches in a funny way to say the exact opposite: don't buy, sell! We encouraged people that bought things and spent money on Black Friday to make it back up by selling unused stuff in the week afterwards.
THE OLX DETACH SQUAD CAMPAIGN WAS THE TOP RATED IN BRAND HISTORY.
TEAM: Alex Fernandes, Pedro Velasquez
PROVING ONCE AND FOR ALL THAT LOVE HAS NO BOUNDARIES
How this idea came up: We were talking about Pride Day and someone said "why luxury brands seldom approach this subject creatively?". This idea appeared seconds after that.
TEAM: Maria Clara Cardao, Andre Oberg, Eduardo Cesar
LYP SYNCING OUR WAY INTO A HIGHLY EFFECTIVE LOW-BUDGET CAMPAIGN
How this idea came up: I swear to god, it happened exactly like this (I might be slightly romanticising)
Briefing: - Hey guys, we have like 60k and 200 tickets to a private Demi Lovato show we are hosting... can you guys create something to generate massive PR to the new Fanta green apple flavor?
Team: - You mean like... 60k? Massive PR?
Briefing: - Yep. Think digital, mkay? We want disruptive stuff.
Team: - Dude...
A few hours of desperation later, we had our solution: lip sync. We spent every single cent to put together a website where people could upload a video of them lip syncing Demi, but they had to use Fanta as microphone. The 200 best videos won tickets. It worked very well and we looked like ninjas.
TEAM: Felix Del Valle, Alex Fernandes, Pedro Velasquez
TRANSFORMING AN ECONOMICAL CRISIS INTO A NEW PRODUCT
How this idea came up: Brazil was in shambles. A series of corruption scandals created a very serious economical crisis, putting hundreds of thousands of people into an unemployment black hole. And Brazilians are culturally averse to saving - they prefer to spend what they have instead, which made this whole economical thing even worse. But Santander wanted to boost their pension plans program and widen the pyramid. It was a tall task. Naturally, we found our way. Our solution? Add value to the product proposition by using something other than money: love.
It was a two-year project made in partnership with Microsoft. Lots of hard work, great team effort.
TEAM: Paulo Castro, Marcelo de Holanda, Felipe Gaúcho, Thiago Moreno
A VISUAL WAY TO SHOW THAT CRIME CAN'T HURT ANYONE WHEN PEOPLE DENOUNCE
How this idea came up: Rio de Janeiro is one of the most violent places on planet Earth. This is not an understatement. And Disque Denúncia is an NGO that aims to reverse this by counting on the population to help. It works like this: people call the hotline, give useful intel to the authorities anonymously and, if proven correct, are awarded with money. Its safe and everybody wins. But still, people are very insecure about the whole thing: they fear criminals will retaliate if they report something. We had donated newspaper media space to use and nothing else. That was our solution: make people visualize that when they call, crime loses its trigger, so they can't hurt anybody.
TEAM: Paulo Castro, Marcelo de Holanda, Humberto Nogueira
HOW DO YOU CREATE A RADIO SPOT FOR A VISUAL PRODUCT LIKE PLAY-DOH?
How this idea came up: We had Play-doh on our clients roster. A very fun brand to play with and create. So, with that in mind and lots of bad intentions, we got to the media department and discovered that we had some spare Radio spots to write if we wanted it to. Then, we got to thinking: how can we sell a very, very visual product like Play-doh on the radio?
*Insert thinking emoji here*
After careful consideration and a diet Coke, this is what we did: