The ultrasound exam is when a pregnant woman first meets her baby. To show Huggies stands besides mothers in every challenge they face we allowed visually impaired moms-to-be to live the same irreplaceable experience using a 3D printer.
Role: Creator, Creative Direction, Scriptwriter and Creative Technologist
Awards
Cannes Lions
1 GOLD Film
1 SILVER Promo & Direct (Health)
1 BRONZE Innovation Creative Data
SHORTLIST Branded Content & Entertainment
SHORTLIST Promo & Activation
SHORTLIST Direct
SHORTLIST Promo & Direct (Health)
Clio
1 GOLD Film
1 GOLD Direct
IAB Brazil
BEST DIGITAL CASE
Background
While 40% of athletes are women, they get less than 10% of the sports media coverage.
As the auto brand with the largest percentage of female owners—56.1%— and longtime sponsors of the NCAA, Buick decided to do something about it.
The task was to create a campaign that would engage with our consumers by shedding a light on this discrepancy and ultimately raise visibility for female athletes.
The greater objective was to embrace this narrative as Buick’s brand story, showing our commitment to a cause that’s important to our brand and our consumers.
Idea / Insights
How did we get people to want to see women’s sports? Simple. By not showing them.
To demonstrate how little visibility female athletes get, we created a campaign featuring the greatest moments in women’s sports, which people couldn’t see. We launched with a TV spot, where we crafted an immersive surround sound experience that made people want to see the plays, but all they saw was a QR code and a super:
“On April 18, Arike Ogunbowale hit one of the greatest shots in NCAA history. But you probably didn’t see it. While 40% of athletes are women, they get less than 10% of the media coverage…”
The QR code took them to a landing page where they could see the moments they missed, creating a unique interaction with the medium.
The campaign included 3 TV spots, social videos, influencers, a TikTok challenge, digital and print, and an event.
Strategy
Our primary target was women, 30-45 years old.
We didn’t want to create another campaign showing female athletes doing incredible things. We’ve seen enough; we already know what they’re capable of. We needed to show that despite their amazing abilities, women still get significantly less media coverage than men.
So, our strategy was to demonstrate this lack of visibility, and we wanted to bring it to life in a way that hadn’t been done before.
Execution
SEE HER GREATNESS was a multi-platform, integrated campaign.
Since we’re tackling inequality in sports coverage, we launched with a series of TV spots during one of the biggest sports moments of the year—March Madness. And to make sure we garnered mass awareness, we launched our hashtag #SeeHerGreatness in a Twitter trend takeover on March 12.
As the hashtag gained momentum, we kicked off the #SeeHerGreatness TikTok Challenge, March 19-21, where we encouraged women to share their own greatness.
For social media, we created custom videos, where we only showed 10% of the screen to capture people’s attention and symbolize the lack of coverage.
Additionally, we utilized high impact takeovers across CBS Sports & Bleacher Report to catch consumers attention, and promoted an on-site Huddle experience with TogethXr at the Women’s Final Four in Minneapolis.
The campaign ran until the end of the tournament on April 4.
Results
The campaign no one could see ended up bringing historic visibility to women’s sports:
+ 497 million impressions
+ 7.2 billion interactions with #SeeHerGreatness
+ 1.9 million branded videos created on TikTok
The most shared campaign in the history of the brand.
Shared organically by top members of the sports media and top female athletes, including Serena Williams and Sue Bird.
ESPN changed the Women’s NCAA final to prime time.
The game became the most watched Women's NCAA Final in nearly 2 decades.
Role: Creator and Creative Direction
Awards
CANNES
1 Bronze
CLIO
2 Silvers
5 Bronzes
1 Shortlist
ANDYs
1 Gold
Webby Awards
People's Voice Winner
1 Nomination
1 Honor
DShow
1 Best of Show
5 Golds
NY Festivals
1 Silver, 1 Bronze and 2 Shortlists
D&AD
2 Shortlists
The One Show
1 Merit
AdStars
1 Bronze
6 Crystals
Jamba Juice got an unexpected visit from international pop star Adele. But this wasn’t a regular smoothie order. It was a hidden camera prank for the Ellen DeGeneres Show. How did we respond in real time to a prank and turn it into an opportunity to promote our smoothies? We came back with a prank of our own.
Role: Creator and Creative Direction
Awards
The One Show
1 GOLD PR
1 SILVER Digital
LIA (London International Awards)
1 SILVER Digital
New York Festivals
1 BRONZE Digital
1 FINALIST PR
The Webby Awards
1 HONOURABLE MENTION
El OJO IBEROAMERICA
1 SILVER PR
Creativepool
1 GOLD Effectiveness
Effie Awards - USA
1 FINALIST
AdStars
1 GOLD Digital
2 SILVER Promo & Activation
1 BRONZE Direct
2 FINALIST Mobile
LISBON AD INTERNATIONAL
1 SILVER Digital
Endless cooking loop journey
The cooking school, Gastropolis wanted to improve its online presence, thus attracting more people to its cooking courses. We turned their website into a mesmerizing experience.
Role: Creator , Creative Direction and Art Direction
Awards
D&AD
1 WOOD Pencil
LIA (London International Awards)
1 BRONZE Digital
EPICA Awards
1 GOLD and 1 SHORTLIST
Lürzer’s Archive Magazine
Spot of the Week
https://www.luerzersarchive.com/en/spot-of-the-week/2019-3.html
ADC Awards
1 BRONZE Cube
MOBIUS AWARDS
1 GOLD
CRISTAL FESTIVAL
1 BRONZE
Awwwards
1 HONORABLE MENTION
LISBON AD INTERNATIONAL
1 GOLD Digital
1 BRONZE Craft
Creativepool
1 SILVER
The Immortal Awards
1 SHORTLIST
WhatsApp is currently a free zone for cyberbullying. But now you can fight it. Established by law, all mobile internet operators may terminate the contract of those who use their services to intimidate. www.termsagainstbullying.com is a tool that helps victims report cyberbullies anonymously by providing all the information they need to break their contracts and get them off the Internet.
Role: Creative Direction and UI/UX
Awards
The Drum - Ranking Report
Most-awarded Campaigns in 2021
Andy Awards 58th Annual
Global - Reset / Gold
Europe - Regional / Winner
The One Show
Mobile / Bronze Pencil
IP & Products - Digital Product / Merit
London International Awards
Data-Led Creativity / Bronze
Data Collection & Research / Bronze
ADC Global Annual Awards 100th
Interactive / Merit
Clio Awards
Creative Use-of-Data / Finalist
Golden Drum
Best of Social Good / Grand Prix
Digital & Mobile / Gold
Mobile Activation / Gold
Epica Awards
Mobile Sites & Apps / Silver
Creativepool
Craft Digital / Silver
Advertising Digital / Bronze
Golden Award of Montreux
Non Profit - Public Interest / Gold
Cresta Awards
Websites & Micro-Sites / Silver
Ad Stars
Mobile / Silver
Print / Bronze
White Square
Change for Good - Interactive / Gold
Social Data & Insight / Silver
Mobile Websites / Bronze
New York Festivals
Digital - Mobile: Best Use / Merit
Partnerships / Merit
The Caples Awards
Innovation / Bronze
Mobile / Bronze
Creative Use-of-Data / Bronze
Digital / Bronze
Radical New Strategy / Bronze
Gerety Awards
Work for Good - Digital / Silver
PHNX AdForum
Digital & Mobile / Bronze
Mobius Awards
Mobile - Non-Profit / Gold
Mobile - Education / Silver
Digital - Education / Silver
Digital - Craft Illustration / Silver
Commercial - TVC / Silver
Lisbon Awards
Craft Art Direction / Gold
Innovation / Silver
Design Illustration / Bronze
Kyiv International Festival
Positive Change - Mobile / Gold
The Indie Awards
Public Good / Bronze
Awwwards
Honorable Mention (Bronze)
The Webbys Awards
Websites and Mobile Sites - Honoree
Communication Arts
Cover of the Interactive Annual 27th
Interactive Annual 27th / Winner
Directory Magazine
Issue #53
Lürzer’s Archive
Issue 6/2019 / Project + Posters
There are trucks, then there’s THE GMC Sierra.
Role: Creator and Creative Direction
Bedtime stories help children develop their imagination and education. But what about the 37,000+ orphan kids living
in orphanages and shelters in Brazil? We encouraged people to help using something they have in their pockets all the time: audio notes in Whatsapp.
Role: Creator , Creative Direction and Creative Technologist
Awards
Cannes Lions
SHORTLIST Mobile
MMA Smarties
1 GOLD Social
Lusos
1 GOLD Mobile
1 BRONZE Digital
IAB Mixx
1 BRONZE Social
New York Festivals
FINALIST Digital
Wave Festival
SHORTLIST Mobile
IAB Brazil
BEST DIGITAL CASE
CCSP - Creative Clubs of Sao Paulo
FINALIST Mobile
Burger King pitched a challenge for its biggest rival, McDonald's, to jointly create a #PeaceDay sandwich by mixing the ingredients of the legendary: Whooper and Big Mac.
Through an opportunity campaign on Facebook we enter, uninvited, in this dispute between McDonalds and Burger King and accept the challenge proposed by Burger King to create a sandwich together.
After McDonald's rejected Burger King's McWhopper Proposal, we gave a small fast food chain big-time publicity—driving 8.9 billion impressions and $138 million in earned media.
http://creativity-online.com/work/burger-king-peace-day-burger/43333
http://adage.com/article/cmo-strategy/burger-king-moves-forward-peace-day-burger/300188/
Role: Creator and Creative Direction
To bring more people to eat at Giraffas during the Brazilian World Cup in 2014 we created a mobile game that made their phone screens able to recognize the touch of a paper ball turning trays into a virtual soccer field. The catch: it could only be played at the chain's restaurants.
Role: Creator , Creative Direction, UI/UX and Creative Technologist
Awards
Cannes Lions
1 SILVER Mobile
El Ojo
1 SILVER Mobile
SHORTLIST Technology
IAB Mixx
1 GOLD Game
MMA Smarties
1 GOLD Innovation
The One Show
MERIT Mobile
The Webby Awards
HONOURABLE MENTION Mobile
Luerzer's Archive
July/August – Digital
Lusos
1 SILVER Mobile
3 BRONZE Digital
CCSP - Creative Clubs of Sao Paulo
FINALIST Mobile
IAB Brazil
BEST DIGITAL CASE
Awards
MMA Smarties
1 GOLD Innovation
Lusos
1 GOLD Mobile
2 BRONZE Digital
B9
GRAND PRIX
IAB Brazil
BEST DIGITAL CASE
Role: Creator, Creative Technologist and Product Design
In 2017, the Caribbean and Mexico were hit with a wave of challenging business circumstances following the destruction of Hurricanes Irma and Maria along with US government travel warnings about travel to Mexico. As a result, sales for Marriott Caribbean and Mexico Resorts were affected negatively. Group sales declined, and transient sales decreased. Marriott was faced with the challenge of changing travelers' perception that much of the region was still in business and safe to travel to and positioning themselves for the reopening of damaged hotels in 2018.
Role: Creative Direction and UI/UX
Awards
XXI Festival CCP Portugal
1 Bronze and 1 Shortlist
Role: Creative Direction
Shell V-Power Ethanol was made for the streets but became the official fuel for the Stock Car Series in Brazil. To promote this we turned an ordinary gas station into an exciting experience.
Role: Creative Direction and Creative Technologist
Awards
Wave Festival
1 GOLD Outdoor
CCSP - Creative Clubs of Sao Paulo
IN THE BOOK
Lusos
1 BRONZE Outdoor
Soccer is a game of passion, and although some moments can’t be expressed with words, they often can be expressed with a Coke and a Song. We invited fans to celebrate Copa America with us and Share a Coke and a Song that said exactly how they felt. #CopaCocaCola
Role: Creator and Creative Direction
Awards
USH Ideas Creative Awards
2 FINALIST Film Craft
People read books and listen to music on the streets on a daily basis.
With that in mind, we thought of a different approach to introduce them to the audiobooks category.
The strategy was to transform book readers into book listeners through a creative idea enhanced by an Android-based technology.
At first sight, a musical score. At a closer look, the lines were replaced by the entire book, word by word.
We carefully chose the ideal typography to put the whole content of the book in a single poster.
We evaluated kerning, tracking and size of the lowercase letters so that the reading experience would not be compromised.
Role: Creative Direction and Creative Technologist
IAB Brazil
BEST DIGITAL CASE
With the help of a VR headset, we made a wheelchair basketball athlete stand up, walk, position himself and shoot the ball, all through his sister’s body. That’s technology for a better world.
Role: Creator , Creative Direction and Creative Technologist
Awards
Lusos
1 BRONZE Innovation
1 BRONZE Digital
1 BRONZE Film
When it comes to violence against women a single gesture can already harm. So we made a tablet ad you shouldn't touch.
Role: Creator, Creative Direction and UI/UX
Awards
Digital Magazine Awards
ADVERTISEMENT OF THE YEAR Tablet Campaign
MMA Smarties
1 SILVER Tablet Campaign
IAB Brazil
BEST DIGITAL CASE
Lusos
1 BRONZE Mobile
1 BRONZE Digital
CCSP - Creative Clubs of Sao Paulo
FINALIST Mobile
Disneyland Park’s first live stream to put viewers in control of the viewing experience delivers the most engaged audience of any Disneyland Facebook Live event to date!
The Disneyland fans were given the opportunity to trade their likes for lights on the Main Street Christmas Tree. The event was a part of the ‘Holidays Begin Here’ campaign—which celebrates all the ways Disneyland Resort immerses its guests in the holiday spirit.
To kick-off the campaign, Disneyland gave its fans, online and in-park, a first-of-its-kind opportunity at the Park through Facebook Live. Fans were encouraged to like, laugh, wow and share while watching the live stream. And each time they did, Magical celebrations, animated surprises, and, yes, even snow on Main Street brought the holidays to life online and in-park as fans collaborated to light the tree together.
One of the event’s highlights featured a live performance by the Dapper Dans who sang Jingle Bells, as the result of fans having voted in real-time for their favorite Christmas carol.
Behind the scenes, the Magic to pull off the event was made possible by the development of a proprietary response-based interface mixing live in-park entertainment with custom animations, interactive game-play and personalized moments of recognition all happening as the event unfolded live.
Role: Creator , Creative Direction and Creative Technologist
Breast cancer and testicular cancer have survival rates of approximately 90% when detected early. Unfortunately, most people don’t have a habit of performing simple self-exams that could save their lives. HIMA-San Pablo is on a mission to change this. To do so, we needed to reach people at the most intimate moment they have with their bodies.
Role: Creator, Creative Direction and Product Design
Awards
Lisbon International AD Festival
1 BRONZE Direct
Cúspide Festivals
1 SILVER Promo & Activation
1 SILVER Direct
The Walt Disney World MINNIE VAN partnership with Lyft
Role: Creative Direction and UI/UX
