I was copywriter and creative director at advertising agencies before working in production companies. At Hungry Man, I’ve directed spot commercials such as 'Speaking Exchange' for CNA and 'The Cliché' for Heineken - projects with great behavioural appeal. Now, as a creative executive producer, I continue to be interested in projects that address important issues in Brazilian society, such as racism, the elderly, diversity, the role of women and projects that simply entertain those who are watching. I think that the strength of advertising is precisely this possibility of talking about serious matters and just entertaining. And it was thinking about this that I chose these works...
Rappi - 'Everything I Do'
Agency: Wieden+Kennedy São Paulo
Production & Post: Barry Company
Music: PUNCH Audio
We go back to the '80s, in a classic by Brian Adams, using an aesthetic of the music videos at that time. All to make people understand that Rappi app deliverymen, in addition to bringing food form restaurants, can also shop in a supermarket. The concept sells it: they do everything for costumers.
Spotify - 'Mano a Mano'
Agency: Agência Gana
Production: Mugshot x Boogie Naipe
is the best thing created this year in my opinion. Mano Brown is an icon of Brazilian rap, a guy who always discussed the role of Black people in his lyrics. Nothing better than him to talk about the subject properly, inviting afro Brazilians to share their lives and experiences. Mano is bringing to light some of the most controversial subjects from racism to politics.
McDonald's - 'Chickenese'
Agency: DPZ&T Comunicações S.A.
Production & Post: Hungry Man
Music: Lucha Libre
"If you don't understand anything, you've clearly never had a McChicken. Chickenese is the language developed by the McChickenLovers Tribe. To learn, all you need is crispy breaded chicken, creamy mayonnaise, fresh lettuce and warm bread. Want to see? See...fluent Chickenese!"
Lightness, fun, laughter. This is the invitation that McDonald’s makes to people. Eating McChicken, you start to speak a different language: 'Chickenese', a language of chicken-lovers. More nonsense is impossible...more fun, too!
Mercado Livre - 'Iconic Kisses'
Agency: GUT Sao Paulo
Production: Saigon Films
Again, a play that discusses society and makes people think, fighting stereotypes and creating an environment for reflection. This is also the role of advertising. This campaign helps to normalise all forms of love.
Nike - 'New Fairies'
Agency: Wieden+Kennedy Sao Paulo
Production: Stink Films
Post: Malaia Inc
Rayssa Leal is the silver medallist in skateboarding at the last Tokyo Olympics. She simply made thousands of girls start skating in Brazil, and the curious thing is, that when she appeared, she wore a fairy outfit that went viral at the beginning of her career and caused her nickname 'Fairy'. Like a Disney movie, this Nike commercial sells (a little) this dream to girls who identify with it.