Work
About

Pedro Araujo

Executive Creative Director

Work
About

Nike - Air Max Graffiti Stores

The Air Max has always been a pivotal part of street culture. So, to launch the new models in Brazil, we decided to put them on the feet of those who most represent the streets: the graffiti characters of São Paulo.

In partnership with Brazil’s Biggest Street Art Collective, we invited artists to update their own existing characters with the new sneakers, turning city walls into Nike stores - the only way to get them on a limited pre-sale was to visit the arts, access Nike.com and unlock the purchase through geolocation.

Instituto Raoni - Code of Conscience

A Cyber Shield for Our Forests

It’s hard to stop humans from destroying our planet, but we can stop the machines they use.

In collaboration with companies and NGOs from all over the world, we created an open source software that restricts the use of heavy-duty vehicles in protected areas.

The Code of Conscience combines data from the United Nation’s World Database on Protected Areas with the geolocation of heavy-duty machinery. To make the system available for all machines (including old models) we also developed a small and low-cost chip.

Read coverage in F@st Company, The Drum, AdWeek, AdAge, CreativePool, CampaignLive, CampaingBrief, Horizont, BrandingInAsia, BuzzOrange, The Stable, Social Juice, LatinSpots, BrandNews, Público, Globo News, Estadão, Meio&Mensagem, PROPMARK, ClubeDeCriação, B9, VoxNews, AcontecendoAqui.

Visit the site codeofconscience.org

Project role:
Copywriter, Creative Director

Prix Ars Electronica 2020 | Honorary Mention

S+T+Arts Prize 2020 | Nominee

Mercado Livre - Speed Coupons

Mercado Pago - Fantasiapp

Mercado Pago - Hype Friday

Spaten - Punch Pay

Zé Delivery - Mascot Pairing

Tinder - Fernanda & Oscar

Grupo Boticário - Old to Work

Flash - Cash Back For Your Jersey's Back

We can't put our brand on the Brazil jersey. But fans just do it.

Nike's Brazil 2002 jersey was released costing the equivalent of 1/3 of the Brazilian minimum wage. Needless to say, fans were pissed.

Flash, a benefits card accepted in more than 2 million shops, saw in the crowds outrage an opportunity to put the brand on the most iconic jersey of football. By offering a 50% refund for every fan who purchase their jersey on Nike's e-commerce and customize it with Flash's brand, we became part of the World Cup conversations. And we got noticed even by Nike, which blocked our name on their e-commerce. We then embraced handmade customizations and added some extra time for our promo.

Vult - Grad in Black

For centuries, universities looked anything but black. Now, 48% of college students in Brazil are black. But one symbol still suggest they don't belong: the graduation cap, never made for black hairstyles.

Vult, the leading shampoo for black hair in Brazil, partnered with the black designers duo Dendezeiro to create the first collection of grad caps made for black hairstyles, all available globally through open source.

Role:
Executive Creative Director

Mercado Livre - BallBoards

For decades, advertising billboards have been integrating brands into the football environment. But never before had one of them actively participated in a match.

To demonstrate the quick delivery of the largest e-commerce platform in Latin America, we created the Ballboards. Billboards equipped with a cannon that, at the corner kick moment, automatically delivered the ball to the player in seconds.

Role:
Executive Creative Director

Raça Magazine - Black Characters

A collective call to amplify black voices on Twitter

In Brazil, 54% of the population is black, while 82.2% of congressmen and 84% of journalists at the biggest newspapers are white. To occupy spaces in public opinion, Raça Magazine, the largest publication on Afro Culture in Brazil, rethought the use of the most influential social network.

Twitter has a limit of 280 characters. But the average characters used per tweet is 33. Which means: there are 247 characters to be occupied by a black voice.

Black Characters is a collaborative tool that completes your tweet in real time, filling in the unused characters with a black reference related to the content being written. It includes 25 years of Raça’s publications and allows the black community to co-create the database by including new content.

Read coverage in AdWeek, LBBonline, MobileMarketing, GlossyInc, The Stable, PortalMakingOf, YouMark, BestAdsonTV, Promoview, AcontecendoAqui, PropMark, MegaBrasil, Voxnews, LatinSpots, MarketHub, Marcas pelo Mundo,

Project Role:
Executive Creative Director

Awards:
Cannes Lions 2022 | Silver | Creative Data
Cannes Lions 2022 | Bronze | Direct
Cannes Lions 2022 | Bronze | Direct
Cannes Lions 2022 | Bronze | Mobile
Cannes Lions 2022 | Bronze | Industry Craft

Clube de Criação 2022 | Gold | Digital
Clube de Criação 2022 | Silver | Digital
Clube de Criação 2022 | In Book | Digital

Andy Awards 2023 | Gold | Idea

Raça Magazine - The Future Is Black

Celebrating the magazine that confronted a cultural erasure and stood ahead of its time

In Brazil, 56% of population is black. But this majority never felt represented by the media. Until 1996, when Raça Magazine was released as the first major publication to always feature black people on the cover.

To celebrate its 25th anniversary, we looked for inspiration in a cultural movement that also projected a future of black prominence: Afrofuturism.

Project role:
Executive Creative Director

Awards:
Cannes 2023 | Silver | Design
Cannes 2023 | Bronze | Industry Craft
Cannes 2023 | Shortlist | Outdoor

D&AD 2023 | Wood Pencil | Branding

Clube de Criação 2022 | Gold | Design
Clube de Criação 2022 | Bronze | Publications

Deezer - Silence

In times of hate speech, the biggest brazilian rapper Emicida released a silent song.

More than a track, "Silence" became a moment of collective reflection. A fully integrated campaign to create empathy.

The strategy stormed up Emicida an incredible 217 positions on Deezer’s World Artists Ranking, turning his new album AmarElo into a global hit, and Brazil became Deezer’s Leading Market in the World.

Read coverage on Rolling Stone, PapelPop, Buzzfeed, UpdateOrDie, Folha de São Paulo, RapMais, AdNews, PromoView, Tenho Mais Discos Que Amigos, Acontecendo Aqui, Mercadizar, Inteligemcia, O Liberal, Observatório de Música, Clube de Criação, Meio e Mensagem, Propmark

Role:
Copywriter, Associate Creative Director

Cannes Lions 2021 | Bronze | Media
Cannes Lions 2021 | Shortlist | Social & Influencer
Cannes Lions 2021 | Shortlist | Radio & Audio
Cannes Lions 2021 | Shortlist | Radio & Audio

D&AD 2021 | Wood Pencil | Entertainment

Ciclope Latino 2020 | Grand Prix

Clube de Criação 2020 | Ouro | Branded Content
Clube de Criação 2020 | Ouro | Trilha Original
Clube de Criação 2020 | Bronze | Fotografia
Clube de Criação 2020 | Anuário | Direção
Clube de Criação 2020 | Anuário | Direção de Arte

Intimus - The Shameless Pad

1 in 2 girls quit sports after their first period—not because of pain, but because of shame.

That’s why Intimus (known as Kotex in some regions) launched a sponsorship platform dedicated exclusively to athletes competing during their periods, inspiring a new generation to keep playing sports.

The sponsorship adapts to each game, following the athletes’ cycles. So far, we’ve proudly sponsored periods in volleyball, football, artistic gymnastics, judo, basketball, and skateboarding—while our team of athletes and influencers keeps the conversation alive across social media and TV shows.

Role:
Executive Creative Director

Atados - Donate the Bars

Global Smarties 2016
Gold | Marketing Strategy
Silver | Enabling Technologies
Shortlist | Channel/Media Strategy
Shortlist | Enabling Technologies

Mercado Pago - In-Game Investors

Tegra - Noise Neutral

It's time to offset noise pollution from construction sites

According to World Health Organization, noise pollution is a public health issue. From sleeping disorders to cardiovascular conditions, stress, and even a drop in academic and professional performance, the impact of it is more than just a nuisance.

As part of the problem, Tegra, one of the biggest construction companies in Brazil, started a collaborative platform to offset noise pollution.

First, a tool allows everyone to calculate the noise footprint of any construction site. It combines the database of population density and open topographic maps including the area and levels of surrounding buildings. Then, every calculation is paired with offset initiatives submitted by architects and engineers in which the amount of noise generated matches the noise reduction offered back to the city.

Since the project was launched, 8 construction companies have joined forces and started a debate including society and governments to push the whole industry forward.

Project role:
Executive Creative Director

Awards:
Cannes 2023 | Shortlist | Design
Cannes 2023 | Shortlist | Radio & Audio

TikTok - The Tired Thumbs

On average, a person spends 6 hours and 37 minutes in front of a screen per day - time enough to have an impact on sleep quality, self-esteem and even mental health. As a global entertainment platform we decided to act worldwide and support our users to have some healthy fun off screen.

So, we created a campaign starring Thumbs exhausted from scrolling, and an in-app tool that allows users to control their screen time by scheduling breaks, sleep reminders and showing their usage report.

The animation was cocreated with Danny Casale, a TikTok hit maker, and the song tapped into a nostalgic trend by parodying one of the 80's greatest hymns: Cindy Lauper’s Girls Just Wanna Have Fun.

Released in 23 countries, the campaign went viral and the in-app tool made the news, boosting the screen time debate worldwide. The global effort ended up with the announcement that every user under 18 is now limited to 1 hour of scrolling per day.

Project Role:
Executive Creative Director

Awards:
Cannes 2023 | Shortlist | Social & Influencer

Isaac Silva - Visible Mark

From hidden scars to stories of support and pride

Every hour, a LGBTQIA+ person is attacked in Brazil. In order to change the narrative regarding this violence, which had been kept under wraps for years, we brought their scars to a stage everyone watches: the fashion world.

Isaac Silva, the greatest LGBTQIA+ fashion designer in Brazil, launched a special collection in which every item has a single-colored detail, in the exact location of the real scar on a real person. Through NFC technology, everyone could tap the smartphone on the clothes and reveal the stories of support, love and resilience behind each scar. The stories led to a support hub for the LGBTQIA+ community, offering warmth, psychological counseling and legal advice.

The collection was sold in physical stores, around São Paulo, and in e-commerce across the country, with profits reverted to Casa Neon Cunha, a NGO that advocates for the cause.

Read coverage in Universa, FFW, Band, LookBook, Marcas pelo Mundo, AcontecendoAqui, Little Black Book, LatinSpots, AdsofBrands, The Stable, The Drum

Visit the site marcavisivel.com.br

Project Role:
Copywriter, Executive Creative Director

Awards:
Clube de Criação 2022 | Gold | Activation/Direct
Clube de Criação 2022 | Gold | Design
Clube de Criação 2022 | Silver | Branded Content
Clube de Criação 2022 | Silver | Digital
Clube de Criação 2022 | Silver | Digital
Clube de Criação 2022 | In Book | Digital

Netflix - One Story Away

Released simultaneously in 27 countries, Netflix first-ever global brand campaign celebrates the power of storytelling.

Stories allow us to see the world through someone else’s eyes, shifting our perspectives to understand each other in a more empathetic way.

Read coverage in Clio, Campaign, Deadline

Role: Creative direction of the winning global pitch until concept and first pieces of launch campaign

D&AD 2021 | Yellow Pencil | Integrated
D&AD 2021 | Graphite Pencil | Outdoor
D&AD 2021 | Graphite Pencil | Press & Outdoor

Webby Awards 2021 | Winner | People's Voice

Cannes Lions 2021 | Shortlist | Print

Navneet - Tr. for Teacher

When India was going through a major education crisis, Navneet, the nation’s largest educational content provider, started a movement to value teachers.

Launched on Teachers’ Day, the social experiment invited the country to recognize the teachers by giving them something that other valued professions already have: a title.

More than a symbolic act, the title became a cultural shift, bringing together institutions, governments, and society around the debate on national education, addressing salaries, qualification, and the reform of the educational system, in a country where profound changes still need to be made.

Band Network - The Unshouted Goal

Turning a historic sporting moment into co-creation content to engage the audience

Palmeiras, the greatest champion in Brazilian Football, was going to play in the Fifa Club World Cup ™ for the third time in its history. But the 12 million fans had to face an inglorious fact: the club had never scored in the tournament. Not a single goal.

Band Network, FIFA Official Broadcaster in Brazil, was so certain this unprecedented goal would finally happen that it invited fans to send in their own shouts of “goal!”. The campaign took over TV, radio, social networks and even the tournament coverage in Abu Dhabi.

The fans sent in 20147 audio messages and the files were mixed into a seamless shout of “goal!” that touched the hearts of the whole country during the live broadcast.

Read coverage in Clube de Criação, Voxnews, AcontecendoAqui, Portal Making Of, Promoview

Project role:
Copywriter, Executive Creative Director

Awards:
Clube de Criação 2022 | Gold | Digital
Clube de Criação 2022 | In Book | Radio

D&AD 2022 | Wood Pencil | Entertainment

Google - Still in the game

Off the pitch, still in the game.

Google's fully integrated campaign features Brazil’s football legends Cafú, Kaká, Marta, Rivellino and Amaral, showing that everyone can still be in the game, even off the pitch.

This is the most-watched campaign in the history of Google Brazil - reaching more than 80M views on Youtube and Facebook (50M only for the hero film on Youtube).

We have also created an award for the Top Searched Players in Google after every Brazilian Soccer Championship Round. The name “Prêmio Buscas” was an allusion to the FIFA Puskas Award - in Portuguese, the word "Buscas" means "Searches" (it’s something like the “The Searches Award”).

This branded content was placed on Desimpedidos, the biggest sports channel on Youtube Brazil and hosted every week by its most important presenters.

Besides becoming part of an entertainment content, this strategy made it possible for Google to become part of the most watched sport championship of the country, even without being an official sponsor (it is broadcasted by a competitor), and we could feature all top players in our communication.

Project role:
Associate Creative Director

Google - Real Life Answers

Brazilians love to help. They would stop whatever they are doing to show you the nearest supermarket, the cheapest restaurant and the top rated gym.

So we featured real people on our campaign - Dona Odete, Seu Silva, Jefferson, Jucilene, Leandro, Bia, Mara and many others - and advice our audience: when you don't have a kind person nearby, Google it.

The campaign represented a break in Google's production flow - we shoot real people, with documentary-like scripts and content's strategy guided by social (there were more than 20 films, with different characters, formats and lenght). In just 2 weeks, we doubled the goal of daily active users, consolidating Brazil as the 3rd global market for Google Locals. The campaign lasted 1 month in the open TV, including Soccer World Cup breaks and prime time at TV Globo, reaching more than 35 points of audience (about 25 million people in a single insertion) and beating 30 million views in social networks, with the best retention record in the history of the product.

Project role:
Copywriter, Associate Creative Director

Netflix - Adult Content

Due to popular demand, Netflix has finally produced its first Adult Content series.

The episodes (not suitable for minors) revealed exactly what the title announces: how to deal with adult problems, such as fixing the shower or doing the taxes – a follow up in Netflix tradition of performing April Fools' pranks.

At the night of March 31, the surprising news takeover the social discussions, leading to a Netflix look-a-like platform and making people believe it was an explicit content. To raise expectations, people had to confirm their ages before watching it.

In just 24 hours, the videos got viral, reaching more than 2M organic views on YouTube and 65k reactions, 9k comments and 7.5k shares on a single Facebook post.

Even Facebook and Twitter got tricked by the campaign and temporarily blocked related posts from their users.

Read coverage in Portuguese in Catraca Livre, The HuffingtonPost, Jovem Pan, Omelete, VIP, Jovem Nerd, Estadão, B9 and Exame.

Project role:
Copywriter

Band Network / NBA - Fans Will Be Fans

A data-driven campaign to turn soccer fans into NBA fans

Band is the only network in Brazil to broadcast NBA on Open TV. The problem? In the country of soccer, the NBA audience is 30x smaller than the audience of the national soccer league.

Instead of creating a rivalry with a national passion, we used it to our advantage. With an ingenious use of data, we found several correlations between NBA franchises and Brazilian soccer teams, emotionally impacting the audience with contextual ads in real time.

By extracting and analyzing data from both sports, we let every soccer fan know that whatever was going on with his team, was also happening to a team in the NBA.

Project role:
Executive Creative Director

Contagious - Campaign of the week

Awards:
Clube de Criação 2022 | Silver | Digital
Clube de Criação 2022 | Bronze | Digital
Clube de Criação 2022 | In Book | Art Direction
Clube de Criação 2022 | In Book | Design

Brahma - Beer Bet

An innovative use of e-commerce that conditions the purchase and delivery of Brahma beers according to the match result. Just after the match is over, the beer is billed on the loser's card and delivered into the winner's house.

Read coverage in Terra, A Gazeta, Acontecendo Aqui, Meio e Mensagem, Cidade Marketing, Clube de Criação.

Role:
Copywriter, Associate Creative Director

D&AD 2021 | Finalist | E-Commerce

Google It - That Feeling

Do you know that feeling when you finally find what you were looking for? To represent it, we used memes, animals and famous internet things.

The fully-integrated campaign connected Google with the young audience and included more than 500 different OOH and digital pieces. The films reached more than 20 million YouTube views - and "Letra de Música" got the 4th place in Youtube Ads Leaderboard in April 2017.

Last but not least, we also brought Side-Eyeing Chloe to Brazil. ;)

Project role:
Copywriter

Google Allo - Tutorial Made Series

To unveil the new Google messaging application, we create imaginary conversations among the favorite characters of our target. Vertical videos simulated the smartphone's own interface and explored all the application's features within an entertainment content.

In just 3 weeks, the campaign reached more than 11 million views on Facebook (and another 5 million on Youtube), 120k likes and 50k comments and shares. This is the most shared campaign in the history of Google Brazil. And most importantly: 100% mobile.

Project role:
Copywriter