Year 2012
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Dermacyd Teen Code - An innovative way to sell a very delicate product and brand to a young target. The challenge was big and the idea was really effective. We were very pleased to see it featured as one of the cases at the Most Contagious 2012 by December.
"In an attempt to become part of Brazilian girls’ conversa- tions, intimate soap Dermacyd Teen with Publicis, São Paulo created an online tool which allowed people to translate social-media posts into Teen Code – a secret language of symbols, numbers and letters. In order to write in Teen Code, people first had to gain access to the site by proving they were a girl – answering questions such as ‘When is the best time to moisturise?’ Highly secret messages could then be encoded and posted publicly across social net- works, allowing friends to copy them and translate using the same Dermacyd site – as long as they could pass the ‘girls only’ entry criteria.
With more than 498,000 coded messages written and an average site dwell time of five minutes 30 seconds, the brand not only positioned itself as a trusted friend to teenage girls, but potentially provided it with a huge quan- tity of personal insights about its target market. Featured in Contagious issue 31."
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Brainstorm Shop Poster - We were awarded "In Book" at the D&AD, in the category "Illustration for Design".
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Three campaigns were featured in two concecutive Luerzer's Archive magazine in 2012: Cepacol, Sony Channel and Targifor C.
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Miguel Giannini Glasses - No metal at Cannes Lions, but a Shortlist.
Dermacyd Teen Code - An innovative way to sell a very delicate product and brand to a young target. The challenge was big and the idea was really effective. We were very pleased to see it featured as one of the cases at the Most Contagious 2012 by December.
"In an attempt to become part of Brazilian girls’ conversa- tions, intimate soap Dermacyd Teen with Publicis, São Paulo created an online tool which allowed people to translate social-media posts into Teen Code – a secret language of symbols, numbers and letters. In order to write in Teen Code, people first had to gain access to the site by proving they were a girl – answering questions such as ‘When is the best time to moisturise?’ Highly secret messages could then be encoded and posted publicly across social net- works, allowing friends to copy them and translate using the same Dermacyd site – as long as they could pass the ‘girls only’ entry criteria.
With more than 498,000 coded messages written and an average site dwell time of five minutes 30 seconds, the brand not only positioned itself as a trusted friend to teenage girls, but potentially provided it with a huge quan- tity of personal insights about its target market. Featured in Contagious issue 31."
...............................................................................................................................................................................................................................................................
Brainstorm Shop Poster - We were awarded "In Book" at the D&AD, in the category "Illustration for Design".
...............................................................................................................................................................................................................................................................
Three campaigns were featured in two concecutive Luerzer's Archive magazine in 2012: Cepacol, Sony Channel and Targifor C.
...............................................................................................................................................................................................................................................................
Miguel Giannini Glasses - No metal at Cannes Lions, but a Shortlist.
