This is our world

 
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60 POP CULTURE REFERENCES IN A 5 LENGTH SHORT FILM 

CCXP | 2017 - CREATIVE CONCEPT, ART DIRECTION - CLIENT: CCXP

Scenario:
The CCXP is an event in Brazil in the format of a Comic Con. But more than this, it's a pop culture event.

Problem:
In Brazil, part of the population reject the terms "geek" and "nerd". Many people do not like to be defined by these terms. Our goal was to make people realize that they too are a bit of a geek.

Solution:
We've created an almost 6 minutes short film with 60 references/easter eggs from movies, series, games, comics and animes that are well know by people. The short film refers to Street Fighter, Game of Thrones, Naruto, Back to the Future, Stranger Things and many other geek culture classics. Well, better than just talking about the film, it's inviting you to watch it. It is impossible not to recognise at least one of the references.

Results:
In less than 48 hours our content managed to make 2.2 million people on Facebook and 100,000 on Youtube stopped what they were doing to watch our 5:46 minute film. In a time where less than 79% of Internet users watch more than 15 seconds of a video on the internet - according to Year in Review Institute. Let’s not forget to mention the 48 thousand likes and more than 18 thousand shares. And what make us even prouder, is that in 2017 CCXP turned out to be the biggest Comic Con in the world.

The best geek ad you’ll see today.
— adnews
Awesome film.
Real life heroes.
— UpdateorDie.com
Better than Justice League.
— Youtuber user comment =]
CCXP transforms regular people into superheroes.
— meio&mensagem
 
 

Full credits:

Creative Director: Roberto Fabri
Creative Concept: Claudio Villa, Rafael Barreiros, Roberto Fabri
Project Manager: Carol Marques
Motion Designer: Jorge Jr.
Film: Iconoclast
Directors: Alaska
Post Production and VFX: Nash VFX
Sound track, design and mixing: Satélite Audio

 
 

Start a new game

 
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WELCOME TO GAME XP - THE WORLD'S FIRST GAME PARK.

OMETELE&CO | 2018 - CREATIVE CONCEPT, ART DIRECTION - CLIENT: GAME XP

Game XP is the largest game event in Latin America and, starting in 2018, the world's first Game Park.

The premiere took place at Rock in Rio 2017, when it received 361,000 people during the festival. In 2018, it will be held independently and will occupy, for four days, the three Olympic arenas of Barra da Tijuca, in Rio de Janeiro, as well as an external area of 100 thousand square meters with live activations for visitors.

 

 
 

Full credits:

Chief experience: Roberto Fabri
Creative Director: Claudio Villa
Creative Concept: Claudio Villa, Rafael Barreiros, Roberto Fabri
Project Manager: Carol Marques
Motion Designer: Jorge Jr.
Film: Delicatessen Filmes
Director: Chris Tex
Post Production and VFX: Tribbo Post
Sound track, design and mixing: King Crab

 
 

A Cockroaches' Nightmare

 
 
 

ALONE. FRIGHTENED. IN THE DARK. POOR ROACH.

Havas Worldwide | 2015 - Creative Concept, Art Direction - Client: Mortein/RB

Cockroaches are women’s worst nightmare.
But with Mortein Pro you become the cockroaches’ nightmare. That was the insight that led us to the idea of making a parody of horror movies.

 
 
 
 

Full credits:

Creative Director: Alexandre Ravagnani
Creative Concept: Claudio Villa, Flavia Coelho
Art Director: Claudio Villa, Victor Britto
Script: Rubia Sproesser
Account Manager: Amanda Teixeira
Film: Vetor Zero
Director: Fernando Sanches
Sound Design: ybmusic/Anvil FX
Client Approval: Giancarlo Guarnieri, Mônica Nascimento, Holly Garbett

 
 
 

Does it fit into a box?

 
 

MADE TO BE SHARED.

HAVAS WORLDWIDE | 2017 - CREATIVE CONCEPT, ART DIRECTION - CLIENT: CHINA IN BOX

China In Box is a food made to be shared - one single box weights almost 1 kg. But it wasn't perceived as that.

In a year of crisis this scenario made sales drop. 

There were many ways to solve this. We used the enemies.

 
 
 

Full credits:

Creative VP: Marcelo Siqueira
Planning VP: Renata Bokel
ECD: Marcelo Torma
Creative Director: Eduardo Freitas, Camila Dammann
Creative Concept: Claudio Villa, Carlos Credie
Account Manager: Fernanda Modena, Daniela Oi
Planning: Dannyllo Silveira, Rachel Fahr Nogueira
Media: Andrea Ferreira
RTV: Wellington Azeituna
Film: Shinjitsu Filmes
Director: Maira Toledo Silva Fridman e Lina Toledo Silva Fridman
Audio: Soup Records
Client Approval: Mary Kaidei / Rosana Kimura

 
 

A Love Capsule

 
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A VIP LOVE LOUNGE FOR COUPLES,
15 METERS ABOVE THE GROUND.

Havas Worldwide | 2015 - Creative Concept, Art Direction - Client: Durex/RB

Brazilians are well known around the world by our 4 days street party called Carnival. Bare-naked men and women walking in the streets,
lots of caipirinha, everything is conducive to sex at this time of the year.

But after that, the story is completely different. Talking about sex is almost a taboo for the vast majority of the country.
And in a recent research we discovered that 1 in every 2 Brazilians is not happy about their sexual life.

Durex arrived in Brazil to break the taboo and raise sex to another level. And what better way to do that than to raise the discussion with information, providing tools, apps, and means to couples to celebrate having great sex.

 

 
 
 
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AWARDS & RECOGNITION:

Webby Awards – Honoree in Integrated Campaigns 2015

FULL CREDITS:

Creative Director: Jonas Kühner, Jorge Teixeira
Creative Concept: Jonas Kühner, Jorge Teixeira, Claudio Villa, Ana Dolabela
Art Director: Claudio Villa, Dani Mochida
Copywriter: Ana Dolabela
Account Director: Elisa Rigotti
Client Approval: Eduardo Magalhães

 
 
 

Your whites whiter, even on Instagram

 
 
 

<3 YOUR WHITE CLOTHING

Havas Worldwide | 2016 - Creative Concept, Art Direction - Client: SBP/RB

People only realize that the white colour of their clothing is not really white when they are able to compare it with a whiter shade.

On Instagram, whenever you like a photo, a white heart appears over it. By comparing both shades of white we make people realize how their clothes can turn whiter with Vanish.

Results:

This simple idea got more than a thousand Likes and hundreds of comments. When compared to the average engagement of previous posts results were up to 4x higher. With zero investment.

 

 
 
 
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FULL CREDITS:

Creative Director: Alexandre Ravagnani
Creative Concept: Claudio Villa, Carlos Credie
Art Director: Claudio Villa
Copywriter: Carlos Credie

 
 
 

Turn Off  to Turn On

 
 
 

WE'VE LET TECHNOLOGY GET IN THE WAY OF SEX.
LET'S DISCONNECT TO RECONNECT.

Havas Worldwide | 2014 - Creative Concept, Art Direction - Client: Durex/RB

Increasingly, we are bound to technology. Smartphones put the decisions on the tip of our fingers and made s increasingly keep an eye on them. But life is what happens when we look around. That's when we began to pay attention to the details. And we realize that they are everywhere.

Because of the intrusion of technology in our modern lives, people are having 20% less sex today than they were in 2000.

WWF’s Earth Hour started in 2007 as a lights-off event to raise awareness about climate change, engaging nowadays more than 162 countries worldwide.
This Earth Hour, Durex wants to get great sex back on the agenda and inspire couples everywhere to reconnect.

By deconstructing tech names that sound so natural to us, we go back to what really matters, to what is human. We #TurnOffToTurnOn

 

 
 
 
 

FULL CREDITS:

Creative Director: Rodrigo Corbari
Creative Concept: Claudio Villa, David Levy
Art Director: Claudio Villa
Copywriter: David Levy

 
 
 

Hide & Seek Ad

 
 
 

ZIKA. DENGUE. CHIKUNGUNYA.
BE PROTECTED EVEN IF YOU DON’T SEE THE MOSQUITOES. 

Havas Worldwide | 2016 - Creative Concept, Art Direction - Client: SBP/RB

Idea for the SBP Bug Repellent launching.

The 12th DEC 2016 Folha de S. Paulo newspaper edition had a special about how to prevent yourself from zika, dengue and other mosquito transmitted diseases.

We placed several mosquitoes hidden on the newspaper. 

Copy:
You didn't noticed, but there are 12 mosquitoes hidden in this newspaper.
SBP protects your family even from the mosquitoes of Zika and Dengue that you can't see.

 
 
 
 
 
 

FULL CREDITS:

Creative VP: Marcelo Siqueira
Executive Creative Director: Marcelo Torma
Creative Director: Alexandre Ravagnani

Creative Concept: Claudio Villa, Carlos Credie, Marcelo Mandaji, Paulo Amaral
Art Director: Claudio Villa
Copywriter: Carlos Credie

 
 
 

Know what you're booking.

 
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DON'T JUDGE A HOTEL BY ITS WEBSITE.

Euro RSCG | 2015 - Creative Concept, Art Direction, Script

Everybody looks pretty in a Facebook profile picture. Just like every hotel looks good on internet. But when you are finally there, the experience could be completely different.

We teamed up with actor and humorist Paulinho Serra from Amada Foca (also from Globo and MTV) to show the downsides of trusting your stay with a I-don’t-know-this-hotel-but-looks-good-on-their-website.

The results were impressive. With little production budget, the web videos have reached more than 3.6 million views and bookings at accorhotels.com increased 35%.