FIND THE LOOPY SIDE
(LEO BURNETT)
We were tasked with a special mission: bring Froot Loops and Toucan Sam back into culture, since the brand was losing share and all competitors were playing in the same “fun” space. So we developed a new creative platform for them: “Find The Loopy Side”. A platform that embraces the nonsensical DNA of Froot Loops — from being the first colorful cereal to ever exist, to having entire campaigns in pig latin in the 60s. And we made it our mission to bring more nonsense to people’s lives.
To launch our platform, we realized Froot Loops was also nonsensical in its very own name — misspelling “fruit” as “Froot” since day one. So we gave Toucan Sam a new language — in which he also misspells words and puts loops where they don’t belong.
Instead of “Fantastic”, he says “Fantooooooostic”. Instead of “surprise”, he says “Surproooooose” — and every “O” he says becomes real Froot Loops that fall into the scene, disrupting it and making the sensical world a little more nonsensical.
FROOT LOOPS HAS BEEN LOOPY AND NONSENSICAL FROM THE VERY BEGINNING.
Working together with Framestore Studio, we designed a milk world. The white backdrop accentuates Sam's vibrant cereal loops, creating a clean, minimalist environment that captivates the audience's focus.
To introduce our new creative platform 'Find The Loopy Side, we devised a unique language specifically for Toucan Sam called the 'loopy language,' incorporating loops where they wouldn't conventionally belong.
LIBERATED
CURLS
SAY IT ALL
(GREY NY)
Embracing natural curls/coils is a long and challenging process for women in Brazil, who grow up dealing with bullying, traumas and less job opportunities because of their hair. But once they do it, it feels extremely empowering and rewarding.
So when Pantene launched a new collection for curls and coils, we created an anthem that could show how powerful and inspiring freeing your curls truly is, and how it impacts the new, and even the old generations, who still have trouble accepting their hair.
“Liberated” is consumer language for curly products that are free-from hard chemicals and we embraced the expression as the act itself of freeing curls and afros.
SPITTING
FOR GOOD
Bone marrow Donation sounds scary and complicated. Few people are well informed about the process and willing to register as a potential donor.
Spitting for Good is a campaign that changes the regular way saliva is collected to make it fun and engaging. How? By actually encouraging people to spit on their rivals.
GOLD CLIO SPORTS WINNER
“A good match can only have two results: winning or spitting.”
PANTENE HAIR SAYS IT ALL
(GREY NY)
For many years, Pantene has been the #1 haircare brand in Latin America. For many years, it has also been a synonym of fancy and unreachable models, like Gisele Bündchen, and their “perfect hair”.
In 2020, we took the mission to modernize the brand, so it wouldn’t stay behind in culture.
The result was the launch of our new LATAM platform “Pantene Hair Says It All”, which repositions hair as a tool for women to express themselves, their beliefs and their unique styles. A platform that empowers every hair type to “say it all”, even when society tries to judge and silence their uniqueness. A platform that has one mission: fighting hair bias which are engraved in culture.
translation
(whispers)
Have you seen her hair?
It looks like she has never brushed.
This haircut makes no sense.
She should dye it.
So unprofessional.
The world has a lot to say about hair. But when society talks…Pantene hair answers back. Because it doesn’t need to follow expectations. It can defy old standards…and make you feel unique. Pantene hair doesn’t need to cover up what grows naturally… and it reminds you of how much you’ve grown. It can make you stand out from the crowd. And it helps you live at full volume. Because when your hair is how want it to be…It always has something to say. Even when society says otherwise. Because Pantene hair has a lot to say. Pantene hair says it all.
What’s said behind our back?
The print campaign highlighted society’s most common hair comments. Answered back by each woman in the form of rhymes.
TRANSLATION:
When they say: “nonsense”
My hair says: “this is my style”
JUDGE MY SKILLS,
NOT MY LOOKS.
For the 2021 continuation of the campaign we are diving even deeper in the issue, highlighting the hair bias that exists in the workplace and is in the way of female progress:
colored hair being treated as “too rebel” during interviews, expressive afros not being accepted in some industries, bailarina’s extreme hair rules, etc.
Here’s the teaser for the campaign, which is still being developed.
translation
When you look at my hair...what goes through your mind?
Too old for this position? (gray hair)
Unprofessional? (afro)
Too rebellious to follow rules? (colored hair)
Does my style matches the culture of the company? (non-binary hair)
Lazy? Irresponsible? (Short hair)
SUPER: Pantene believes every hair deserves a place in the job market.
(All talent) Would you hire me?
DOODLES
FOR JUSTICE
Amnesty International needed to connect with a younger audience that didn’t have enough awareness of the brand’s mission and causes.
We partnered with Google to give a new meaning to their famous Doodles and reach our target on platforms they use daily.
Doodles that do much more than celebrating important dates...
They highlight important causes.
Follow-up Doodles for each causes keep the users updated about the most pressing global issues.
All follow-up Doodles stay grouped on Google’s Doodles Arquive, so people can check the status of each Amnesty International cause and how the topic is progressing.
ANOTHER
NOTRE DAME
FUNDRAISER
(SIDE PROJECT )
In less than 24h, billionaires and other small donors raised more than $1 Billion dollars to help rebuilding the Notre Dame Cathedral after its fire. That only showed how the world has available resources to help many other causes, but those are less convenient or happen in regions that are not “as relevant as Paris."
In 3 days, we put together a project to expose this fact (with a little bit of humor and irony) and also raise awareness to other important causes (and organizations) that needed urgent support and were being neglected.
“A truly unfortunate event, on a fortunate region.”
We Launched more than 12 fundraisers named “Notre Dame”
To see if people would finally care about them. They were compiled on our website, where we invited people to create their own “Notre Dame” fundraisers or suggest other causes and organization for our project.
*On that same month, Mozambique’s Cyclone destroyed 100,000 homes, impacted 3 million people in Asia and killed almost a thousand (so far), and it was struggling to raise 300 Million dollars, for almost 3 weeks. Crazy right?
Each cause was connected to a real Facebook fundraiser from a non-profit organization.
SONY
HEADPHONES
Sony has excellent studio quality headphones, but it is not the first brand that comes to mind in the category.
We made a campaign that could bring the product closer to the consumer, associating the headphones to daily situations experienced in urban centers.
CINNAMON
TOAST
CRUNCH
The “Crazy Squares” are the beloved characters from Cinnamon Toast Crunch. In 2018, we were assigned to develop a new “Crazy Square Commercial” led by Latino insights and music.
We also developed a new concept/platform for the brand, allowing them to expand their relevancy among families: TOGETHER MAKES IT TASTY.
TOGETHER MAKES IT TASTY
In 2018 the brand came to us to develop a new concept/brand platform that were less attached to their “Crazy Squares” characters, allowing them to expand their activations and bring family members together.
Our solution was a concept inspired by the beloved “Cinnamilk”
(the internet-famous result of mixing Cinnamon Toast Crunch and milk together).
DOMINO’S
HUMAN DATA
Behind a great Domino’s pizza, there’s a great delivery guy — the true master of the neighborhood, shortcut connoisseur and ninja of the roads.
We partnered with Waze to use the knowledge of our delivery guys, who drive more than 12,000,000 miles per week, to improve everyone’s commute. It’s the first time “pizza data” makes technology more efficient.
U.S.H.
IDEA
AWARDS
How to communicate a Hispanic advertising award show —the U.S.H Idea Awards — while making it relevant for creatives on Hispanic agencies?
Well. We have embraced all the situations that make approving an idea in the US Hispanic market even harder, so we could speak the language of our EXCEPTIONALLY RESILIENT target (been there).
U.S.H. YOUNG LIONS WINNER (2018)
VLC \ ALWAYS PLAYS
VLC is a media player that never lets people down. It plays a huge amount of media files and formats that most other players can’t.
To promoted this product, we launched a print ad campaign called “A Media Player with no prejudices”. After all, it will never judge the content — it just plays. Always.
SILVER STUDENT ADDY® AWARD (2016)
