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33 articles
ABRADEE | SEARCHING FOR BIRDS ON WIRES | 2026
Someone read the positions of birds perched on power lines as if they were musical notes. It's an ad for an electric company, but the only stars are utility poles and birds. That's it.
HEINEKEN | COULD HAVE BEEN A HEINEKEN | 2026
Forward a voice message longer than 3 minutes, and it turns into a free beer. Riffing on the old "this could have been an email" complaint about meetings, Heineken came up with its own version: "this could have been a beer."
PEDIGREE | CARAMELO | 2026
There's an ad that went as far as genetic research to create a "breed" for mixed-breed dogs with no official pedigree certificate. Its name: Caramelo. That brown mixed-breed dog you see on streets all over Brazil.
MERCADO LIVRE | FIELD BARCODE | 2026
Just mowing a soccer field's grass became an ad. The sheer power of the idea—that you could scan it right through the TV broadcast and go shopping—is wild.
IDOMED | NIGRUM CORPUS | 2025
"If racism is a disease, the cure is education." To bring that idea to life, a Brazilian medical education institute didn't make a video or a social campaign — they made a book.
HYUNDAI | TREE CORRESPONDENTS | 2025
Giving trees a voice sounds like a clever idea right off the bat. But what they actually did was the opposite: they simply made it possible for humans to hear what trees were already saying. Deforestation is one of the causes of global warming, yet it only gets 5% of climate coverage. So they made trees into "correspondents."
CORONA | SUN RESERVE | 2025
For its 100th anniversary, Corona did something unheard of: it turned the sun itself into a protected reserve. Usually when you hear "reserve," you think forests or oceans — nobody protects the sun. And the way they pulled it off was a total legal hack.
NATURA | The Amazon Greenventory | 2025
The assumption that the only way to profit from the Amazon is to cut down its trees? Drones and AI just proved that wrong.
MERCADO LIVRE | CALL OF DISCOUNTS | 2025
You're watching a game stream, and suddenly Neymar is a chair. More precisely, it's time to find the Neymar disguised as a chair, and however long it takes to find him decides how big the discount on that chair gets. It sounds completely absurd, but the results actually followed through.
BUDWEISER | ONE SECOND ADS | 2025
The very first note is all it takes to know the song. That feeling every music fan has was turned straight into an ad. Budweiser's "ONE SECOND ADS," an ad from Brazil, won the Grand Prix in the Audio & Radio category at Cannes Lions 2025.
Coca-Cola | 2024
In bodegas and small shops around the world, owners have been painting their own versions of the Coca-Cola logo. Instead of telling them to fix it, the brand officially celebrated it.
Coca-Cola | 2024
Coca-Cola's logo, drawn in the shape of a crushed can. A campaign that boldly crushed the logo everyone assumes is untouchable won the Grand Prix in the Print & Publishing category at Cannes Lions 2024.
ERRATA AT 88 - | Errata at 88 | 2024
In 1962, a legendary concert at Carnegie Hall introduced bossa nova to the world. One of its founders, Alaíde Costa, wasn't on that stage. Now 88 years old, she finally got to stand there.
B3 STOCK EXCHANGE & UNITED NATIONS GLOBAL COMPACT | EART4 | 2023
Earth became a company. And one on the verge of bankruptcy, no less. At first I had no idea what that even meant. But it turns out this was the perfect "translation" for business leaders.
EUROFARMA | SCROLLING THERAPY | 2023
Parkinson's disease slowly erases facial expressions. People lose the ability to smile, to look surprised. But this app turns the scrolling time everyone already wastes every day into a tool for getting those muscles back.
GUARANÁ ANTARCTICA | STUCK IN THE 80S | 2022
The winning prize money at the 2019 Women's World Cup was actually on par with what men's tournaments paid out back in the 1980s. To make that one fact impossible to ignore, this campaign took over the entire stage of the Tokyo Olympics.
BECK’S | BECK'S FREQUENCY | 2020
Brazil is pilsner paradise. BECK'S makes the bitterest beer around, but it's behind competitors in both distribution and budget. So what did they do? They got people to drink their rivals' beer.
MERCADO LIVRE | FEED PARADE | 2020
In 2020, the world's biggest pride parade disappeared. The 2.5km road that 5 million people were supposed to walk was completely wiped out by the pandemic. Brazil's GUT rebuilt that road on Instagram, using 279 photos.
GO EQUAL MOVEMENT | #GOEQUAL | 2020
In June 2019, the moment she scored in a Women's World Cup match, Brazilian soccer legend Marta Vieira da Silva dramatically pointed to her own cleat. It was a historic moment, breaking the record for most World Cup goals scored by any player, male or female. There was no corporate sponsor logo on that shoe—just a pink and blue equality symbol shining on it.
AB INBEV | TagWords | 2018
What's printed on the billboard isn't a photo—it's a "search term." This one's pure genius.
Getty Images | From Love to Bingo | 2016
What do you even show in an ad for stock photos? The answer: shoot a movie using nothing but photos. By stringing together 873 still images, they packed love, family, bingo—basically all of life—into one minute.
LEICA | 100 | 2015
100 years ago, Leica took photography "out of the studio." This 2-minute film tells that story through the recreation of 35 iconic photographs. The seamless transitions, the flawless execution, and that provocative narration. The first time I saw it, I forgot to breathe.
MUSIC ALBUM - JOHN FRUSCIANTE | SAT-JF14 | 2014
They launched an album into space, so you could only listen to it the moment the satellite passed over your head. Someone actually did this for real. It's the story behind former Red Hot Chili Peppers guitarist John Frusciante's solo album "ENCLOSURE."
BRADESCO | Fake Ad | 2012
What looked like an ordinary car ad suddenly showed the car in a crash, the instant you turned the page with your finger. An insurance ad that decided to shock readers first, before trying to sell them anything.
GO OUTSIDE MAGAZINE | REPELLENT RADIO | 2012
A radio station in São Paulo secretly mixed a 15kHz tone into its music programming from 6 to 8pm. Humans can't hear it. But mosquitoes can. Since it mimics the sound of a dragonfly's wings—a mosquito's natural predator—the mosquitoes flee. Just by having the radio on, you get bug protection.
ESTRELLA TOYS | COME BACK FERRORAMA | 2011
13 years after it was discontinued, the company's own president threw out a challenge in a video: bring the toy train's last 20km along the pilgrimage route to life using nothing but toy tracks, and we'll bring the product back. I love that kind of reckless dare.
GLOBO TV | One Thousand Casmurros | 2009
Split a book into 1,000 pieces and have 1,000 people read it. Who even comes up with that?
HENKEL | REALITY ADVERTISING | 2005
A monitor, stuck to a wall. That's all this footage showed—and it ran nonstop for 24 hours straight. Brazil, 2005.
PLAYSTATION 2 | Fun, Anyone? | 2004
Not a single second of gameplay footage appears. And yet I've never seen an ad that feels this much like a game. In Brazil, 1,500 people built a human mountain, climbing it over and over, only to be knocked down again and again. At the end, just one line appears: "Fun, Anyone?"
EMPRESA FOLHA DA MANHA | Points of View (HITLER) | 1989
At first, all you see on screen is a scatter of dots. But as the camera pulls back, those dots come together into the face of Hitler. A newspaper built this trick to make one point: if you only look up close, you'll get the whole picture wrong.
VALISERA | FIRST BRASSIERE | 1987
Brazil, 1987. The title says it all: "FIRST BRASSIERE." An ad that captures the exact moment a girl becomes a woman touches something universal, no matter the era or the country.
OTICA ERNESTO | A BOY AND A GIRL | 1983
An ad for a Brazilian eyeglass store, from 1983. The title is "A BOY AND A GIRL." A boy and a girl. Simple, but a title that makes you feel like something's about to happen.
BANCO BAMERINDUS | THE FRUSTRATED MAN | 1976
It's 1976. Brazil's Banco Bamerindus put out a film called "THE FRUSTRATED MAN." Just that title alone makes you feel like something's about to happen.