Selected work
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Selected work ☺
✷ Mercado Libre Feed Parade, 2020
🦁 Entertainment for Music Grand Prix (2021)
The Challenge: Due to the pandemic, the world’s biggest LGBTQIA+ pride has been cancelled, and as main sponsors, Mercado Libre needs to find a way to honor the community.
Insight: The LGBTQIA+ community is losing its biggest moment of connection when they need it the most, but no one understands online connection better than an e-commerce giant.
Idea: To take Mercado Libre’s ongoing sponsorship of the event to the next level by partnering with Parada SP to take it online, in an interactive, multimedia Instagram feed that replicates São Paulo’s most iconic avenue and fills it with creator-powered educational content, giving the community an opportunity to be present — and immortalized in a music video featuring one of the country’s biggest LGBTQIA+ artists — at the 2020 event, feeling connected to people like themselves all around the world.
Roles: Social Strategy, Community Management
✷ Mercado Libre New Iconic Kisses, 2021
🦁 1x Silver (Film) 1x Bronze (Brand Experience)
The Challenge: On its third year championing LGBTQIA+ rights in an exceptionally hostile country, Mercado Libre had to leave a tangible legacy to the cause.
Insight: When you search for “iconic kisses” on Google, all references from pop culture feature cisgender and heterosexual couples. There’s implicit bias that gets in the way of fair representation.
Idea: To hack Google search through the recreation of a number of Iconic Kisses from pop culture with real members of the LGBTQIA+ community. We also turned the images into public domain assets so that queer sellers — who were particularly economically affected by the pandemic’s setbacks on job security — in the Mercado Libre platform could generate revenue to themselves. We also used the platform to facilitate donations to Brazil’s biggest LGBTQIA+ NGO, Casa 1, reverting each download into an extra R$1 in donations made by the brand.
Roles: Brand Strategy, Influencer Management, Comms Planning
✷ Welch's Fruit Snacks, Sometimes it's Not Stealing, 2023
Insight: Welch's Fruit Snacks are considered a children's snack, but in reality, everyone eats them in secret. Especially parents, who go to great heights to steal them from their kids.
Idea: An illustrated Children's book + digital content featuring Kristin Chenoweth to educate children on how it's okay to let your parent's petty crimes slide in the format they’re most comfortable with — leaving room to hide some snacks, of course.
Role: Brand Strategy
✷ Popeyes The Sandwich launch, 2021
The Challenge: To replicate the world’s most iconic and attention-grabbing product launch in fast food history in a country with very low brand awareness.
The Insight: Popeyes may not be big here, but it has an active niche fandom we can leverage to create hype around this product.
Idea: Using real Popeyes superfans, we created momentum around The Sandwich, partnering with concert request platform Queremos! to further emphasize the requests for the sandwich to Come to Brazil. We phased the launch so the beginning was limited to 1 per CPF, manufacturing scarcity in a way that skyrocketed sales.
Roles: Social Strategy, Influencer Management, Comms Planning
✷ Facebook Groups campaign, 2019
The Challenge: To bring young users back to the platform by highlighting the true communities that exist within Facebook.
The Task: To search through a directory of over 5,000 pre-approved Brazilian groups for the ones with the best stories and real engagement.
Execution: Following global guidelines, participants from selected groups were recruited for thematic shots that showcased the richness of groups in a number of OOH and digital exections.
Roles: Research, Insights
