Marcelo Padoca
executive creative
director/cw
ALWAN FOUNDATION
•
THE PROUD MAROONS
•
ALWAN FOUNDATION • THE PROUD MAROONS •
Qatar's first LGBTQ+ national football supporters’ group.
THE BIGGEST LGBTQ+ SUPPORTS GROUP IN WORLD CUP HISTORY.
COCA COLA
•
CRAZY FOR GOOD
•
COCA COLA • CRAZY FOR GOOD •
The world is so upside down that when people do acts of kindness to strangers; they could be considered crazy.
A global integrated campaign designed to encourage acts of kindness around the world.
“Every night, I wear a pink wig and go out to spread plants for my city. A flower smiles here, a bit of greenery there just to make our day better. Most of people think I am crazy, but I just want to bring smiles to people’s lives”. – Lea Du Plessis – Cape Town
“I suddenly came into some money, more money than I’ll ever need. I decided to give away £ 1000 every day to complete strangers. All I ask is that they do something positive with the cash.” – Mr. Lucky – London
“One day, I set out across San Francisco and installed swings. A lot of them. People might think I am crazy, but after seeing the joy on people´s faces as they soar through the air, I knew I couldn’t stop”. – Jeff Waldman – San Francisco
The campaign was shot in London, Cape Town, and Buenos Aires by Oscar-nominated director, Henry-Alex Rubin and post-produced by three times Oscar-nominated editor Saar Klein.
To promote a 24/7 service, we created a campaign with this same non-stop feeling. Inspired by the spinning bicycle tire, our characters were illustrated using a pattern of circular lines to create the sense of motion.
CITY OF BUENOS AIRES
•
NEVER STOP RIDING
•
CITY OF BUENOS AIRES • NEVER STOP RIDING •
“…fresh creative approach, challenging and far away from the comfort zone".
Pablo Del Campo - Cannes Print Jury President
In times of Covid, with the Olympics without public, we wanted to show we'll all be together even apart.
SAMSUNG
•
BE THERE
•
SAMSUNG • BE THERE •
SAMSUNG OLYMPICS AD IMMERSES YOU IN THE THRILL OF THE GAMES (EVEN IF YOU CAN'T BE THERE).
- AD AGE -
During the Hispanic Heritage Month in the U.S., while everyone was saying “Thank you”, we said “De nada”.
TIK TOK
•
DE NADA AMERICA
•
TIK TOK • DE NADA AMERICA •
The campaign consisted of a month-long, platform-wide celebration, including videos, weekly live streams, and murals in 4 different cities.
“DeNada' is an unapologetic appreciation of what U.S. Hispanics gift to America” - AdAge
CONVERSE
•
BEDROOMS
•
CONVERSE • BEDROOMS •
Bedrooms are more than just a physical space. They are an extension of our personality.
Coke zero wanted to show young hispanics in the US that they have the best of two worlds.
COKE ZERO
•
MUSTECH
•
COKE ZERO • MUSTECH •
Turning moms’ love for their children into political power with a promise they would never break. A pinky promise.
POTENTIAL ENERGY
•
VOTE LIKE A MADRE
•
POTENTIAL ENERGY • VOTE LIKE A MADRE •
VoteLikeAMadre became one of the leading hashtags in a voting and climate context.
These are real guys living in a real world. And the inauthentic messaging and promises of the other beer brands just didn’t cut it.
MODELO ESPECIAL
•
MODELO ESPECIAL •
