This Brazilian Agency Is Driven by the Potential to Create Positive Change

“Growing up as a gay kid in a society with rigid expectations, I quickly learned that creativity was my way of navigating the complexities of life. Writing and storytelling became powerful tools for expressing my thoughts and emotions, which eventually led me to the world of advertising.”

Felipe Simi, founder of the creative agency Soko - now a part of Droga5 São Paulo - is a creative driven by the potential to make positive change. A member of the Brazilian Marketing Hall of Fame, his dedication to defying conventions has earned him 12 Cannes Lions, and a collection of other accolades from the likes of The One Show and theClio Awards.

After spending a decade client-side working with Hershey’s, Unilever and others, Felipe’s agency career has become defined by an embrace of imperfection, and an eagerness to innovate and take risks. Felipe is also a passionate advocate for LGBTQ+ rights, having built diversity and inclusion into the very foundation of Soko’s creative process and business philosophy. He also co-founded the Observatorio da Diversidade na Propaganda, promoting diversity in the Brazilian advertising industry.

Speaking to LBB’s Ben Conway, Felipe explains why creativity has always been a necessity for him, why Brazilian creativity is currently in a fascinating place, and how being integrated with Accenture Song is enabling Soko to scale its impact, while staying true to its values.

Above: Felipe Simi

LBB> What creative work inspired or interested you most when you were growing up? 

Felipe> Growing up in a small city in Brazil, my creative inspirations came from a blend of global and local content that challenged norms and captured imaginations. Whatever content managed to reach my TV, often poorly curated, only fueled my curiosity further. On the Brazilian front, I was profoundly shaped by telenovelas - they were my first lessons in storytelling, teaching me the power of drama and emotion. 

Globally, I was drawn to the vibrant music videos of the ‘90s and, I’ll admit it, the unapologetic spirit of the Spice Girls. They represented a freedom and self-expression that deeply resonated with me as I navigated my own identity. These influences, coupled with the memorable ads of the era, shaped my view of creativity as a potent force for storytelling and defying conventions.

LBB> When did the possibility of working in the advertising world appear to you? How was your journey into this industry? 

Felipe> Creativity has always been more than just a choice for me - it’s been a necessity. Growing up as a gay kid in a society with rigid expectations, I quickly learned that creativity was my way of navigating the complexities of life. Writing and storytelling became powerful tools for expressing my thoughts and emotions, which eventually led me to the world of advertising. The moment I realised that the creativity I admired in TV shows and ads could actually be a career path, a new world opened up for me.

I pursued a degree in communications and advertising, where I delved into how creativity could shape perceptions and drive change. My journey into the advertising industry wasn’t straightforward - I spent a decade on the client side, working with global companies like Unilever and Hershey’s. These experiences enriched my understanding of both the business and creative aspects of the industry, eventually leading me to assume creative roles in agencies and, ultimately, to found Soko.

LBB> What were your main goals and driving philosophies with the agency from the start? Have these changed over time or been achieved?

Felipe> I founded Soko in 2015 with the vision of creating an agency that was not only agile and deeply connected to culture but also one where diversity was a core value. From the outset, our philosophy was to craft stories that resonate with real people and drive genuine impact. We were determined to combat the toxicity often inherent in the advertising industry, fostering an environment where diverse perspectives are celebrated, and creativity thrives. Over time, these goals have only grown stronger. We’ve expanded our reach and continued to push the boundaries of what’s possible in advertising, delivering creative work that’s been recognised worldwide. Yet, our core mission remains unchanged: to create work that truly matters, reflects the world we live in, and upholds our commitment to inclusivity and respect.

Above: Soko's 'Heinz Tattoo Ink' campaign

LBB> What’s the most important lesson/piece of advice you received early on in your career? How does it influence you and your work today?

Felipe> One of the most important lessons I received early on was that vulnerability is a strength, not a weakness. In an industry where the pressure to be perfect is intense, embracing imperfection has allowed me to take risks and innovate. It influences my work every day by reminding me to listen more, to be open to diverse perspectives, and to create an environment where people feel safe to share their ideas - no matter how unconventional they may be.

LBB> Soko is now part of Droga5 São Paulo and Accenture Song - why was this the next step for the agency? 

Felipe> Joining forces with Droga5 was a natural evolution for Soko. It was about scaling our impact while staying true to our values. The partnership came about because we saw a shared vision for the future - one that combines creativity with technology to create transformative work. This move allows us to tap into global resources and insights while maintaining our distinct voice and approach.

LBB> What opportunities and capabilities does the Accenture Song network open up for the Soko team?

Felipe> The network opens up incredible opportunities for us to collaborate on a global scale, access cutting-edge technology, and leverage data in new and innovative ways. It’s about blending the best of both worlds - our creative DNA with their technological prowess - to deliver work that’s not only culturally relevant but also impactful on a larger scale.

LBB> How would you evaluate the current state of Brazilian creativity, and the local ad industry? What could be improved?

Felipe> Brazilian creativity is in a fascinating place right now. We have a unique ability to blend emotion with storytelling, which makes our work stand out globally. However, there’s always room for improvement, especially when it comes to diversity and inclusion. We need more voices at the table, more stories from underrepresented groups.

Above: 'Do You Speak Anitta?' - Soko's takeover of the Brazilian Language Museum for Spotify

LBB> Diversity and inclusion are clearly very important to you - and to your creativity. Soko recently started its ‘Walk’ impact unit and has worked with the Unstereotype Alliance before, as well as being awarded as one of the best workplaces for LGBTQ+ people in Brazil. How do you foster representative creativity as a company?

Felipe> Diversity and inclusion aren’t just priorities at Soko; they are the foundation of our creative process and business philosophy. Creativity flourishes when it draws from a broad spectrum of experiences and viewpoints, which is why we’re so committed to fostering an inclusive environment where every voice matters. The 'Walk' impact unit is our proactive step in ensuring that our work not only mirrors the diversity of society but also contributes to meaningful change. We work closely with brands to help them understand their roles in promoting social progress, guiding them on what to say and do to drive actual, lasting impact. ‘Walk’ is a compass for our clients, helping them navigate the complexities of social responsibility in a way that resonates authentically and powerfully.

LBB> Earlier this year, you worked on ‘The Dove Code’, marking 20 years of Dove's Campaign for Real Beauty. Tell us a bit about that project! With over four billion earned impressions, you must be pleased!

Felipe> 'The Dove Code' was a project that truly aligned with Soko’s core values. Leading a global campaign for Dove, marking 20 years of their Campaign for Real Beauty, was an enormous honour for us. The campaign’s success is a testament to the power of authentic storytelling and its ability to spark important conversations about beauty standards.

It was crucial not only to highlight how generative image tools - an increasingly relevant topic in both the world and advertising - have been influenced by Dove’s work over the past two decades but also to define Dove's role in a future dominated by unrealistic images. Dove’s commitment to not using AI in any of its campaigns is a powerful statement in itself, reflecting a strong stance against the proliferation of unattainable beauty standards and reinforcing the brand’s dedication to authenticity and real beauty.

LBB> What are your goals for the rest of 2024 and beyond - both professionally and personally?

Felipe> I want to embrace the moment with Droga5 to ensure consistency, coherence and impact. This means continuing to deliver globally recognised creative work, remaining committed to combating toxic industry practices, upholding diversity and collaboration, and being 100% guided by generating a positive impact in advertising and society

LBB> What do you think it is that drives and motivates you in work and in your life?

Felipe> I'm a dreamer, an idealist. But hands on. What drives me is the desire to create work that matters - work that, yes, sells products and helps our clients, but also makes a difference in the world. In life, I’m motivated by the belief that we can always do better, that we can challenge the status quo and create a more inclusive, equitable world. Whether it’s through the stories we tell or the culture we build, I’m driven by the potential to create positive change.