challenge
In the three years since Azul Linhas Aéreas Brasileiras started flying, the Brazilian airline has secured about 10% of the domestic market.

This case is about experience. Not just an web experience, but whole process from the dream of travel to get destination.

We had to transform the old corporate website in a business tool to connect all touch-points between company, partners and consumers. The final product should be pioneer, it’s bringing advance in the way as people fly. All of that for keeping the Azul as reference of modern company.

Today, Azul Linhas Aeras is one of the 50 most innovative companies in the world by Fast Company magazine.

creative insight
3 steps to get anywhere.

A good technology is a invisible technology. “Keep simple and beautiful” had been thinking that we follow for all the project. The Azul has been considering the best way to flight in Brazil and the online experience should be an “extension” of the great real experience. That essentially because our main target isn’t usual internet-buyers and them have low affinity with the digital environment.

work
The new way of travelling can be felt on the first step, when instead the boring “from – to”, the Azul ask you in a frendly way: “Where do you want to go to?” The concept had cut out all industry-terms, usual found in airline websites and away from the consumer language.

In almost one-year of work, the project envolved 80+ professionals, with different skills and capabilities. The creative and strategic teams had travelling around whole Brazil territorie. Them tried, researched and tested many sites and airline companies. For develop the new website, we had working with a multi-disciplinar team using the “design thinking” as methodology.

It had resulted in an innovative solution and bringing an great experience to final client.

After that all, our creative and concept studies (names, colors, grids, icons) has became guide line for whole brand communication (inside airplanes communications, food board packages, Ads, etc).

challenge
Samsung has been in the Brazilian market for only four months. Aspiring to lead the digital camera market, their promotional campaign was to capture memories more than just photos.

creative insight
Imagine a world without pictures,.

In A world of fantasy and a lot of imagination, try to imagine a world with no photos, no memory. A life without pictures is a sky without stars. And each photo captured is like a star in the sky. Where did we come from and where do we go? Imagine a sailor in the ocean... and a sky with no stars guiding him. That means the more pictures one takes, the more stars are brought to life.

work
The webspecial invites the user not only to see the story but also to help build it.

A whimsical 6-year-old girl interacts with all the camera features. Finding the right girl with a lovely look, natural child attitude and intuition to interact with the virtual world was the main challenge during the first step. She would need to handle the large amount of text during shooting (5 min of video) as everything had to be done in one day. More than 60 girls auditioned and the one who was cast was found only 2 days before the shoot. From there on a post-production team of 5 people worked for one and half months on the project in order to reach perfection.

outcome
The digital concept led the whole communication for this line-up.

challenge
It stand out and add value to the new product, in a market with solid brands. Our product has cost 2x more than its mains players.

insight
Nobody likes washing. And, the people who buys a expensive washer, has clothes as his most important “property”. His style define himself.

The Samsung not just take care when washing the clothes but it take care of all closet, even after washing.

And then, we created the first social-closet in the world, the Samsung Bubble Closet.

work
Instead an campaign, we built an long term conversation.

The Samsung Bubble Closet is an environment where you may subscribe all clothe’s pieces of your closet, build looks, lookbooks, and share all of them. The people already love does that in facebook, instagram, etc, they just hadn’t the correct tool to help.

But what makes the Bubble Closet a social-closet is the feature that help the friend to share, to lend, to borrow t-shirts, shorts, pants and whatever in a real life. Also him can ask a tip about how to wear well for your whole friends list.

All of that with a very especial guest, Julia Petit, an famous brazilian fashion specialist. She’s hype, modern and a reference of fashion style in Latin America. For promote the app, Beyond to suggests new combinations in your closet, she launched your summer collection into bubble closet.
In the first 15 days, we had more than 5k peoples using the app. The digital led whole communication.

challenge
The global concept couldn’t work in the local market because the Y-Gen was already familiar with that type of game through the social networks and media. Gameplay wasn’t “the new thing” anymore.

creative insight
Your world. Your way.

Youth in Latin America dream of independence and show it through the quest for authenticity. They want to be recognized by their family, friends and the media.

Together with the local gameplayers community, we co-created a concept where a young girl’s universe is translated by the “magic” that happens inside of her room when she begins to play The Sims 3.

A co-created local concept for local gameplayers.

work
A mix of reality and fantasy, we transformed the young’s bedroom in the main caracter of the campaign, that was representaded by the rooms door. There is the place where him spend major part of the day, studiyng, watching TV, chating with friends and browsing on internet.
We delivered a segmented menssage for each channel in ATL and BTL, including print, TVC, trade, ambient, cinema, social networks, viral videos and rich-medias.

outcome
As result, the launching was considered the biggest LATAM first month sales of the game industry history. Beyond the launching, the buzz generaded by the concept was great accepted in whole games global community. Brazil was the only country in the world that don’t “localizaded” the global campaign.

challenge
Topper/Alpargatas became the official sponsorship of the official Brazilian rugby’s team. It’s the sport that is growing the fastest in Brazil. However, a lot of people look to rugby as a violent sport and almost nobody has knowledge about the rules, how to start playing, etc.

creative insight
Rugby’s populary has only grown recently in Brazil, therefore there was an untapped market. So we created a long tail strategy instead of a basic campaign. As the main objective, the platform demystifies all things about the sport making it in a “fancy-sport” in Brazil.


work
Beyond the limited budget, our goal was to make the platform work in all devices. We created an experience where the user browses the webpage as a learning journey, preparing him to consume all the content about the rugby on the internet and in real life. We teach rugby’s main values, rules, main plays, and places to play, as well as provide a social connection to find someone who wants to play too.

All of that with funny and sarcastic language. For example: “Rules of Rugby: Yes, they exist. And you NEED to follow them.” Or “What you need: Did you think it’s ok just show up and to play?”

All videos and photos were shot with Brazil’s official team.

challenge
The Samsung hadn’t any product of white goods category in Brazil. We had to launch all line-up in a market dominated by solid and tradicional brand, 20 days to shopping season in the end of year.

creative insight
The creative insight has been really strategic. As we’re close to the end of year, we should delivery product features, differentiation and sales at the same time. Our insight was to bring stories and brand experience into transaction environment.

work
As we had few time, our solution had to be creative, but without any complex technology. We produced videos to tell funny stories that happens with the “same” family, things of their routine – or can be everyone’s routine.

As the publishing cloud have been on many places (TV, trade, internet, social media, ecommerce), we created stories that worked both, together or separated.

Was more than 24 episodes and 300 photos in incredible timeframe of 15 days from the budget approval date.