CCO at beGIANT Advertainment, Guga Lemes, shows us how we can change the world with one creative idea at a time
I made a selection based on the transformative power of the case and its impact on society. Creativity and communication can - and should - be used to change the world. A brand's purpose is increasingly valued by the consumer, and this is the key to the future of our industry...
Intel x Toshiba - 'The Beauty Inside'
Agency: Pereira & O’Dell San Francisco
Director: Drake Doremus
For the first time, a brand is telling a story that isn't about itself, but about people, with the participation of the audience in constructing an extremely contemporary narrative. The main character, Alex, wakes up every day in a different body. For that, the production included over 70 Alex's cast, including people selected through social media from all around the world. Through a love story and Alex's drama, the campaign delves into a social message that involves themes such as beauty, appearance, sexuality, gender, invisibility and human relationships.
Dove - 'Beauty Sketches'
Agency: Ogilvy São Paulo
Production: Paranoid LA
Director: John X Carey
Post: Rock Paper Scissors
Sound: Lime Studio
A short documentary film with a powerful message of transformation: “You’re more beautiful than you think." Once again, it's not a story about the brand, but about people. The creatives told me that the insight came from a conversation with a psychologist who said that if a woman were to create a self-portrait, she would likely accentuate what she sees as flaws and disregard her qualities. It's amazing to see the results of cases like this, which draw from sources beyond advertising. Creativity can be found in philosophy, psychology, art and everyday life. All you have to do is look around.
Always - 'Like a Girl'
Agency: Leo Burnett Toronto
Production: Chelsea Pictures
Director: Lauren Greenfield
The short film, directed by a sensitive female documentarist, transforms the meaning of a culturally sexist expression through an experiment with children, bringing an essential issue to the global debate. I think it’s amazing to see how much our industry can transform culture and bring new perspectives to the world.
Transport Accident Commission Victoria - 'Meet Graham'
Agency: Clemenger BBDO Melbourne
Production: Flare Productions x Airbag Co
Director: Drew Dunlop
Post: Finish Post Productions
Sound: Level Two Music
The campaign's visual impact is phenomenal, prompting the audience to reflect on simple actions such as wearing a seat belt and avoiding cellphone use while driving. What I love about this campaign is that it began in a museum as an art installation, sparking a discussion on the topic of traffic safety.
IBM - 'Smarter Cities'
Agency: Ogilvy Paris
Post: The Mill London
In a world where social segregation and hostile architecture are so prevalent, simple solutions have never been more necessary for residents to feel embraced by the city. That's how IBM transformed boring billboards into fun benches, ramps and rain shelters.