Creativity × Strategy × Culture

Listen to culture before speaking for it.

The best ideas are born at the intersection of a real business problem, a living cultural tension and craft that respects people's intelligence. This portfolio lives at that intersection.

The method

Creativity without strategy is decoration. Strategy without creativity is a spreadsheet. My work lives in between: turning data, behavior and cultural context into ideas that create value for brands — and for the people they claim to serve.

Culture first

None of these cases starts from "what the brand wants to say." They all start from "what culture is living through" — and the legitimate role the brand can play in that conversation.

Strategy sets the where

Data, tensions and behavior define where a brand has earned the right to show up. Without that earned right, every idea is an intrusion.

Creativity sets the how

The idea is what makes the brand welcome in the territory strategy pointed to — as a product, a song, a gesture or an experience.

Seven cases, one method

  1. Toast for GoodHeineken Group · 2020
  2. ONZEEisenbahn · 2020
  3. So You Don't ForgetLilly + Post-it · 2025
  4. Memory on the PitchLilly + Coritiba · 2026
  5. Care Beyond the TruckMobil Delvac · 2026
  6. The Sound of LifeMobil · 2024
  7. VR Beer TastingBaden Baden · 2020

Heineken Group · Pandemic · 2020 · "Brinde do Bem"

Toast for Good

People missed their bars — but the bars missed their people too. Nostalgia for the night out could become the survival of the night out.

Brinde do Bem campaign key visual: friends toasting at a bar under the Heineken logo
Key visual

Context

April 2020. The pandemic shuts down Brazil's bars overnight. For a brewer, the bar isn't just a point of sale: it's the cultural heart of the business — the place of gathering, celebration, Brazilian social life. No bars, no category.

Idea

A crowdfunding platform (built with Abacashi) where anyone could buy R$25–R$100 vouchers from their favorite bar, redeemable after quarantine. Heineken Group matched every real raised: if a bar sold R$1,000 in vouchers, it received another R$1,000 from the company — money to keep jobs, rent and salaries paid.

Why it's strategic

The brand didn't do generic charity: it protected its own consumption ecosystem and the emotional bond between people and their places. And it opened the movement to other companies — Campari Group joined in the second phase — turning a brand action into an industry movement under the global #SocialiseResponsibly banner.

Outcome

Around 6,000 bars enrolled in the first phase alone, nationwide earned media, and Heineken Group consolidated as the defender of the channel that sustains its category.

In the press: Revista Empreende · Abrasel

Eisenbahn · Heineken Group · 2020

ONZE

11 decades of Adoniran Barbosa. 11 unreleased songs waiting decades to be recorded. The number became the concept.

★ Latin Grammy Nominee — Best Samba/Pagode Album
ONZE album artwork: typographic composition presented by Eisenbahn
The album
Handwritten sheet music of an unreleased Adoniran Barbosa samba
The unreleased scores
Black and white portrait of Adoniran Barbosa singing into a microphone
Adoniran Barbosa

Context

In 2020, Adoniran Barbosa — the father of São Paulo samba, the city's definitive chronicler — would have turned 11 decades old. Unreleased scores and lyrics by the composer, discovered in 2016 during the production of a film about his work, remained unrecorded.

Insight

The link between brand and artist already existed in culture: the train, present in Eisenbahn's logo and immortalized in "Trem das Onze" (The Eleven O'Clock Train) — one of the most iconic songs ever written about São Paulo.

Idea

11 unreleased Adoniran songs, performed by 11 artists across generations — from Elza Soares, Zeca Baleiro and Di Melo to Rubel, Francisco El Hombre, Zé Ibarra, Illy, Luê, Barro, Amanda Pacífico and ÀVUÀ. Curated by Coala.Lab, produced by DaHouse Audio, released on Spotify on the exact anniversary date: August 6, 2020.

Why it's strategic

Eisenbahn wanted to communicate "the beauty of process" — the artisanal care behind its beers. Instead of saying it, the brand demonstrated it: it rescued an artistic process interrupted for decades and completed it with a brewmaster's rigor. The generational mix brought Adoniran to new audiences and gave the brand real — not borrowed — cultural relevance.

Outcome

A historic album for Brazilian music, nominated for the 2021 Latin Grammy for Best Samba/Pagode Album. Coverage in Rolling Stone, CNN and the trade press — and a permanent cultural asset: the brand didn't sponsor culture; it produced culture.

In the press: Rolling Stone Brasil · CNN Brasil · B9

Lilly + Post-it® · Purple September · 2025 · "Para Não Esquecer"

So You Don't Forget

Every Alzheimer's campaign talks about the end, when memory is already gone. The window that changes lives is the beginning — while there's still time to act.

Person opening the lilac Post-it kit with #ParaNaoEsquecer notes and educational content
The kit

Context

An estimated 1.85 million Brazilians aged 60+ live with some form of dementia — projected to reach 5.5 million by 2050 — and over 80% of cases go undiagnosed. According to Datafolha, 68% of Brazilians believe memory loss is just "part of getting old."

Insight

There is one universal object that stands for exactly what early diagnosis means: the reminder.

Idea

The campaign turned the Post-it® note — the everyday gesture of writing things down so you don't forget — into a symbol of catching the disease's first signs. The centerpiece: a kit shaped like a giant lilac Post-it® (the movement's color), with a notes pad, a puzzle and educational content, sent to journalists, influencers and celebrities.

Why it's strategic

A pharma company talking about early diagnosis would sound institutional and distant. Partnering with a stationery brand present in millions of daily lives translated science into an affectionate gesture: every reminder can mean more quality time. Two brands, one shared territory — memory.

In the press: Propmark · Publicitários Criativos

Lilly + Post-it® + Coritiba · World Brain Day · 2026

Memory on the Pitch

To be a fan is to remember. The stadium is a living archive of memories — the perfect place to talk about protecting them.

Coritiba players and elderly fans holding the #ParaNaoEsquecer banner on the pitch at Couto Pereira
The moment
Elderly participants wearing lilac World Brain Day jerseys numbered 22
The jerseys
Fan posing with Vovo Coxa, the elderly grandfather mascot
Vovô Coxa

Context

World Brain Day, July 22, 2026. The #ParaNãoEsquecer platform needed to move beyond the press kit and reach popular scale — and few territories in Brazil carry as much emotional memory as football.

Idea

At the Coritiba x Palmeiras match, the Couto Pereira stadium became the stage for the cause: elderly fans walked onto the pitch with the players, and a memory wall of Post-it® Super Sticky Notes invited supporters to write down their most treasured moments with the club. The activation started during warm-up and ran through the entire matchday experience.

Why it's strategic

The action inverted the elderly person's symbolic place in football — from forgotten spectator to protagonist on the pitch — and connected the brain-health message to the country's most emotionally charged collective ritual. Public health, spoken in the language of the terraces.

In the press: Meio & Mensagem · Adnews

Mobil Delvac™ · 2026 · "Cuidado Além do Caminhão"

Care Beyond the Truck

A lubricant brand has always cared for the machine. But what moves the country isn't the engine — it's the driver.

Truck driver giving a thumbs up while holding the Mobil Delvac sunscreen from his cab window
The drivers

Context

Truck drivers spend hours a day exposed to the sun through the cab window. Workers with prolonged sun exposure face a 22–42% higher risk of skin cancer, and WHO/ILO estimates indicate nearly 1 in 3 skin cancer deaths worldwide is linked to working under the sun.

Idea

A custom sunscreen, adapted to life on the road, distributed free of charge in a traveling activation across gas stations along Brazil's main logistics corridors — with in-person guidance on application, frequency and skin warning signs. Online, trucking influencers like Pedro Trucão and Paula Toco amplified the message.

Why it's strategic

The campaign repositions the brand: from performance supplier to full partner of those who live on the road — a brand-equity move in a B2B market where product differentiation is minimal. And it did so with a product, not a speech: care became something that fits in the cab.

Outcome

Over 2,000 sunscreens delivered across 5 distribution hubs in Brazil, with strong engagement (56% of the registered base in Campo Verde/MT alone) and coverage across the trade press.

In the press: Propmark · Making Of

Mobil™ · 2024 · "O Som da Vida"

The Sound of Life

The same sound that annoys the driver is what keeps the rider alive. The problem was never the noise — it was the perception.

★ AutoVision Awards 2024 — Silver & Bronze
Behind the scenes of the campaign film: a motorcyclist framed by a cinema camera above Sao Paulo traffic
The film

Context

In São Paulo, the motorcycle horn is treated as noise pollution — just another irritating sound of the city. But for delivery riders and motorcyclists, it's a survival tool: the warning that a life is passing between the cars.

Idea

The campaign resignified the horn: from urban nuisance to a symbol of safety and alert. The action measured and materialized the sonic intensity of life on two wheels, pairing real riders' testimonials with traffic-safety experts' insights — inviting drivers and pedestrians to hear the city differently.

Why it's strategic

Mobil spoke to an audience essential to its business — those who ride the most use the most lubricant — without selling product: defending the dignity and safety of an invisible professional class. Empathy as a brand platform.

Outcome

International recognition at the 2024 AutoVision Awards (the global automotive industry's biennial multimedia prize, tied to the Frankfurt Motor Show): Silver in Corporate Social Responsibility and Bronze in Road Safety & Accident Prevention.

In the press: Nosso Meio · Grupo TV1 case page

Baden Baden · Heineken Group · 2020–2021

VR Beer Tasting

The value of craft beer isn't in the liquid — it's in the experience of perceiving it. Without sensory repertoire, craft is just "expensive beer."

Smiling man wearing a Baden Baden VR headset inside the brewery, immersed in the tasting experience
The experience
Baden Baden 350ml cans: Cristal, IPA and Witbier with illustrated ingredient labels
The cans

Context

Baden Baden, one of Brazil's craft-brewing pioneers, was launching its 350ml cans to win new consumption occasions. The challenge: the average consumer didn't know how to taste.

Idea

Brazil's first guided beer tasting in virtual reality. A QR code on the label led to immersive 360° videos, rendered in real time, with playful narratives for each style — Cristal, Witbier, Golden Ale and IPA — stimulating sight, hearing, smell and taste. Accessible on any phone or VR system such as Google Cardboard. In 2021, the experience got a second life through a partnership with Mercado Livre: a "buy & get" kit with three cans + a cardboard VR headset.

Why it's strategic

Instead of traditional launch media, the brand turned its own packaging into a gateway for sensory education — democratizing a ritual once reserved for sommeliers and building category repertoire on owned media. Technology in service of taste, not hype.

Outcome

A national first in VR-guided tasting, platform extension through e-commerce, and recognition across the advertising trade press.

In the press: Exame · B9

Closing

Strategy defines where a brand has the right to be. Creativity defines how it will be welcomed there.

Seven cases, one method: listening to culture before speaking for it. Bars that are emotional heritage, a samba master whose work deserved to be completed, memories that need reminders, workers who deserve to be seen — and a palate waiting to be educated.

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