Hasta La Creative!

Supply path optimization, better known as SPO, might seem like another buzzy tech phrase looped into the programmatic landscape, but it’s one of the industry’s most effective ways to cut the clutter between media buyers and publishers hungry to sell their inventory. Though different players in the ad-tech ecosystem need different approaches, the general idea…

In Amazon’s early days, enterprising merchants carved out lucrative niches for themselves by identifying what wasn’t being sold on the site, sourcing those products at low prices and offering them as third-party sellers. This phenomenon helped the ecommerce platform serve more consumers while mitigating its risk and made Amazon the so-called Everything Store it is…

(TrendHunter.com) These May 2019 gadgets range from privacy-ensuring biometric locks to AI-powered canine trackers. Aiming to make everyday life easier and more comfortable for the masses, products like the ‘…

The social network took the wraps off a special operations center in Dublin ahead of this month’s European Union voting.

What happens when you successfully crash the Super Bowl? For 10 years, Doritos offered aspiring commercial directors the chance at Big Game ad glory, with tens of thousands applying for one of the brand’s Super Bowl ad slots. Ben Callner was one of the chosen few from Crash the Super Bowl, and his spot “Goat…

Film
Terra Nostra

Terra Nostra is more than just pasture milk; the locals say, it is the best milk in the world.

Not only do Terra Nostra’s cows benefit from the uniquely beautiful surroundings of the Azores in Portugal, but the brand also follows the Happy Cow Milk Program, a Responsible and Sustainable Production Program.

The film focuses on the genuine affection the producers feel for their cows and is based on a study from the Vienna Veterinary University, which showed that human care and interaction increase cows’ ability to produce milk.

Animal welfare is a fundamental concern for Terra Nostra, and their affection for their Frisian Holstein is real which led them to implement the Happy Cow Milk Program as well as ongoing rigorous controls of the conditions in which their cows give milk.

Advertising Agency:VMLY&R, Lisbon, Portugal
Chief Creative Officer:Judite Mota
Executive Creative Director:Pedro Ferreira
Creative Director:José Quintela
Art Director:Pedro Ferreira
Copywriter:Pedro Ferreira
Client Service Director:Filipa Ribeiro
Account Executive:José Mesquita, Ines França Martins
Director and DOP:Antonio Amaral
Executive Music Producer:Som De Lisboa
Film Colorist:Light Films
Client:Paula Amaral, Paula Gomes

Print
Vanish

Vanish is a global brand specialized in removing stains from white clothes, making them look even whiter. So white, they would literally vanish in a white background. Then, we decided to bring this thought to paper, in a campaign of print ads. We picked characters known for wearing white, and showed that their clothes, washed with Vanish, disappear in the studio’s white background. The chosen characters were a doctor, a chef and a karate athlete. To wrap it all up, we created a simple and effective tagline, using the brand’s name: “SO WHITE IT VANISHES”.

So white it vanishes.

Advertising Agency:BETC | Havas, Sao Paulo, Brazil
CCO:Ehr Ray
Executive Creative Director:Andrea Siqueira
Creative Director:Laura Azevedo, Alexandre Kazuo, Lucas Ribeiro
Art Director:Lígia Fava
Copywriter:Maria Fiuza
Photographer:Alexandre Genga
Photographer Producer:Guilherme Young
Head Of Production:Anna Luisa Ferraz
Producer:Andrea Carmassi

Online
Brewdog Beer

Advertising Agency:Leo Burnett Tailor Made, Sao Paulo, Brazil

Film
Philippine Commission on Women

How do you call out a problem like catcalling?
Catcalling is a rampant problem in the Philippines with 3 out of 5 Filipinas experiencing a form of sexual harassment at least once in their life.
With the lack of widespread public campaigns against catcalling partnered with the absence of a law that criminalizes it, we are faced with a culture of victim blaming and impunity around this very public form of abuse.
How can we educate Filipinos that catcalling is a serious issue? How can we move people to take action and help make public spaces become safer places for women?
Solution:
From its early beginnings as a radio campaign that featured nursery rhymes with anti- catcalling lyrics, Macho Choir has evolved into an integrated campaign featuring a website, stickers, and for social media – lyric videos.
Operating on the insight that catcalling is essentially juvenile behavior, we designed the video’s illustrations to look like cartoons to connect to visual cues from one’s childhood. With our target audience being always on the go, using neon colors proved to help make the videos pop and noticeable online or on mobile. In terms of font style, we crafted our own font which was heavily-inspired by jeepney signages.
Ultimately, we created a set of lyric videos that are easy to sing along to while serving the public a message worth learning and remembering.

Advertising Agency:DDB, Taguig, Philippines
Creative Director:Dan Pambid
Art Directors:Dan Pambid, Sam Ramos, Celine Hembrador, Inna Fortu
Copywriters:Angelo Reyes, Tero Diaz, Andrea Penaranda
Illustrator:Inna Fortu
Managing Director:Diane Chua
Head Of Talent Management:Anna Chua-Norbert
Account Manager:Micci Maurico
Creative Technologist:Enif Ruedas

Integrated
Museu Nacional de Belas Artes

Brazil ranks second worldwide in social media usage, with an average of 3 hours and 56 minutes per day. But the country is far from the top when it comes to spending time at art exhibitions: only 7,5% of Brazilians have the habit of going to museums.
So, how could the Museu Nacional de Belas Artes draw attention to the oldest art collection in Rio de Janeiro, which has been on display for the last 82 years? By bringing the social media world and art together. The’ Hashtags of Art’ is an exhibition that literally placed hashtags under secular paintings, so people could feel as close to art as they are to their internet friends.

By using fun and popular hashtags that were always based on the history and context of the artworks, we made an audience that wasn’t interested in art start to truly relate and connect to it. And we showed, for instance, that a 19th-century painting of Brazilian Monarch Dom João VI wearing a gold-embroidered mantle before his coronation is nothing more than #outfitoftheday, #likeaboss, #instaluxury, and that food still life paintings are actually a good example of #instafood, #foodiary, #glutenfree among many other examples.

The exhibition was also taken to the museum’s Instagram (instagram.com/mnbario/) where the captions explored the same hashtags that were placed under the real artworks. Overall the idea was to create a link between historical paintings and a contemporary digital behavior, showing that art and social media have more in common than people have ever imagined.

Advertising Agency:NBS, Brazil
VP de Criação:André Lima
Criação:Leonardo Konjedic, Roberto Ulhoa, Thiago Manhães
Atendimento:Alessandra Barana, Alessandra Ferreira, Ligia Susini
Rtvc:Andrea Metzker, Fernanda Afonso
Produtora:Movie Machine
Atendimento Produtora:Sabrina Val
Direção:Bruno Miguel, Isabelle Lopes
Produtor Executivo:Juliana Lago, Thiago Oliveira
Direção de Fotografia:Bruno Miguel
Montagem:Isabella Janotti
Finalização:Ari Marins
Produtora de Som:Sonido
Produtora de Áudio:Sonido
Direção Musical:Lucas Duque
Mixagem:Geraldo Cortês
Produção NBS:João Eudes, Ana Dantas
Produtora Gráfica:Alta Resolução
Atendimento Produtora Gráfica:Edson Ferreira
Rp:Camilo Coelho, Thaís Christ
Aprovação MNBA:Monica Xexéo