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FAS POINT OF VIEW


FANS POINTOF VIEW

An entire commercial made
by the fans for the fans.

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FAS POINT OF VIEW


FANS POINTOF VIEW

An entire commercial made
by the fans for the fans.

Claro, one of Brazil’s largest
mobile service providers,
was looking to launch a new
product aimed at young people.

IDEA:

To engage with this demographic we called upon Christian Figueiredo, one of Brazil’s most influential
public figures amongst young people, with over 13 million followers on social media networks;
and used Facebook – the social media site with the highest usage amongst the target age-group.

SOLUTION:

First, we invited his fans to be part of the film alongside Christian. Then, we provided cell phones
with which they could all capture the film from their own perspectives. In this manner, we were able
to create two separate films – one produced by the brand, and another produced directly by fans.

FACEBOOK canvas

We then brought together all the content on the first ever Facebook Canvas
created specifically for a telecommunications company.

FACEBOOK LIVE

We also created the first broadcast on Facebook Live by a brand in Brazil,
connecting fans with their idol in a unique experience.

other brand contents

We even produced a range of other content featuring Christian and other influential figures.

RESULTS:

  • 471 million impacts
  • 49 million people reached
  • 2% increased purchase intention
  • 291 thousand positive comments
  • 36 million unique views
  • 27% increased share of voice
  • 11% increased ad recall

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CREDITS:

Concept, Art Direction, screenplay and photography

 

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FIAT FASHION


Fashion OverpassWe Created a fashionable Overpass
to help save lives.

 

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FIAT FASHION


Fashion OverpassWe Created a fashionable Overpass
to help save lives.

 

In Brazil, 70% of car-pedestrian
accidents
happen less than 300 meters away
from a footbridge, and each year
thousands of people die.

IDEA:

We used the coincidence of the names to take the world of fashion to the streets,
and with a touch of glamour, we showed people that being practical and safe is also fashionable.

SOLUTION:

We invited the big names of the fashion world to parade exclusive models on an even more exclusive
catwalk runway: a pedestrian footbridge in the middle of the city. The fashion show drew a lot of attention,
and we proved to people, that using the footbridge should never be unfashionable.

RESULTS:

  • More than 40 million people impacted on social networks.
  • $ 4 million of earned media,
  • 30 times bigger than the investment.
  • 100% positive feedback.
  • Increased people’s awareness
    about crossing the streets at a safe place.

 

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CREDITS:

Concept, Art Direction, screenplay and photography

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Hidden Truth


the Hidden TruthAN INTERACTIVE AD THAT SHOWS WHAT IT FEELS LIKE TO BE A VICTIM OF DOMESTIC VIOLENCE. Thousands of women are beaten each year in Brazil. An average of 5 females every 2 minutes.

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Hidden Truth


the Hidden TruthAN INTERACTIVE AD THAT SHOWS WHAT IT FEELS LIKE TO BE A VICTIM OF DOMESTIC VIOLENCE. Thousands of women are beaten each year in Brazil. An average of 5 females every 2 minutes.

*BRONZE WINNER :: MOBILE - WAVE FESTIVAL

*GP WINNER :: PEOPLE'S CHOICE - EDITORA ABRIL

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CREDITS:

Concept, Art Direction, screenplay and photography

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UNOPAR


Historic Chats

The way you talk has Changed.
The way you learn Too.

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UNOPAR


Historic Chats

The way you talk has Changed.
The way you learn Too.

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CREDITS:

Concept, Art Direction, screenplay and photography

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GRAACC


laughter
IS THE BEST
MEDICINEwe turned laughs into medicine
to help children with cancer.

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GRAACC


laughter
IS THE BEST
MEDICINEwe turned laughs into medicine
to help children with cancer.

RESULTS:

  • More than 2,5k laughs sold on the first day.
  • Thousands of shares on social networks.
  • Orders from all over the country.
  • The success was so great that we had to put
    the laughs available for purchase online as well.

JOIN US AT:
riromelhorremedio.com.br
 

BUY YOUR LAUGH ONLINE AT:
ITUNES
GOOGLE PLAY

GRAACC is a non-profit organization, which provides everything needed for children and teenagers to fight cancer. It is funded by donations, which has become more difficult over time.

Idea:

Everybody knows that laughter is the best medicine and that being in
a good mood helps with any treatment. That is why we recorded the laughs of the children with cancer of GRAACC, and sold it as medicine at many branches of Fleury, one of the biggest health centres of Brazil. Each bottle contained a fun leaflet and a code for downloading the children’s laughs. All the money from sales went straight to the children’s treatment.

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CREDITS:

Concept, Art Direction, screenplay and photography and UX

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Conselhos do Mestre


Guru's
tips

Social Media Integrated Campaign.

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Conselhos do Mestre


Guru's
tips

Social Media Integrated Campaign.

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Fiat Dots


Connect
The Dots.
We made the car. You made the way.

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Fiat Dots


Connect
The Dots.
We made the car. You made the way.

3 advertising in 1.
Fiat made the car.
Customers made the ad.

Brief

To show that the new Fiat Strada Adventure is a versatile vehicle, strong enough
to take you anywhere you want to go, even off-road.

Idea

Every car takes you from one point to another, but the Strada Adventure can
take you anywhere. To demonstrate that, we sent to Fiat’s mailing a case containing
three different color pens and three sheets with a blank connect-the-dots paper game.
Each group of dots of the same color would form a different background for the car.

Results

We presented the car in an engaging and effective way based on the car’s main benefit:
the ability to take you anywhere. 43% of who received the “connect-the-dots” direct mail
went to a Fiat dealer to get to know more about the new Strada Adventure
and near 20% of them went for a test-drive.

 

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CREDITS:

Concept, Art Direction, illustration, screenplay and photography

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ABSOLUT


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ABSOLUT


A bold project that unitE
the whole city
for art.

Absolut Transform your city is an audacious project that seeks to break down the barriers that separate the city and unify it through art. For this we invited art collectives responsible for each area of São Paulo, from north to south, so they can show us the best they have to offer. We mixed music, dance , performances , graffiti and much more. All areas shared their knowledge and experiences and together created a unique and exclusive transformation. All mixed up in an artistic installation where everything happened at once. With Absolut we connect time and space and brought people together.

Absolut
Transform
Your
City

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CREDITS:

Concept, Art Direction, screenplay and photography

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Closeup


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Closeup


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CREDITS:

Concept, Art Direction, illustration, screenplay and photography

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Kellness


KellnessFirst Step MachineA unique machine that shows how simple
can be to start working out.

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Kellness


KellnessFirst Step MachineA unique machine that shows how simple
can be to start working out.

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Fiat Economy Sign


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Fiat Economy Sign


 

With the Fiat Mille Economy, you can go much further spending much less money on fuel. To demonstrate this, we developed a promotional event that took place at outdoor food markets. We replaced a traditional price sign with a car-shaped sign showing a distance in kilometers. The idea was to show that, for the same price as a kilo of fruit and vegetables, you can put enough fuel in the Fiat Mille Economy to drive a long way.

 

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CREDITS:

Concept, Art Direction, Typography, illustration, screenplay and photography

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Chantibon


Chantibon is Back.

In order to re-launch a product that was a huge success in the 80s, we brought back another huge brazilian success from that decade: Kid Vinil.

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Chantibon


Chantibon is Back.

In order to re-launch a product that was a huge success in the 80s, we brought back another huge brazilian success from that decade: Kid Vinil.

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CREDITS:

Concept, Art Direction, Illustration, screenplay and photography