A few words about me

Some usual creative tasks

Seamless integration between

strategy and creative

— O VE R

— O V E R V I E W —

A few words

about me.Meat addicted from Brazil, current

Creative Director at Firstborn NY

trying to handle my wife, my guitar an

X-box and possibly a baby at the

same time .

JWT

CUBOCC

G2 Worldwide

BBDO

But who cares about old stuff right?

Lets talk about the present...

...and the future.

Some usual creative tasks.

Tactical Creative

Integrated Campaigns

Long Term Creative Positioning

Transmedia Storytelling

A task that have to be

accomplished.It’s that type of briefing when the client

needs something specific. Something

they already know what they’re looking

for. It can be a banner, a film, a print

ad, a game...an APP...whatever.

Tactical

Creative

Create a series of casual games

that lives in a hub and can be used

as media.

— Briefing —

— Insight —

Despite the intention of being an

extreme sports kinda guy. Our

target audience doesn’t do it for

real.

How can we give them an

experience that embraces that

spirit in digital world?

Rexona Adventure Games

— Concept —

Little bit more challenging.

But how can we add even more

flesh into this bone?

We mashed up

different extreme

sports in order

to create new ones.

Create an APP that’s engaging

enough and help us to build a

behavioral data base.

— Briefing —

— Insight —

When it comes to cars stories, who

doesn't remember the Hollywood

productions which caught millions of

hearts since the 80's?

Herbie the Bug, Knight Rider,

Transformers etc.

VolkswagenTalkingCar™

— Concept —

The first application that gives life to you car.

But if your car could talk……what would it say?

How would be its personality, behavior and interactions?

Create an Bandwidth

calculator to educate

consumers about their

internet usage.

— Briefing —

— Insight —

Time Warner Cable had a perception

problem. The brand lacked a human

touch. It was all utility and no heart.

Reconnect Time Warner with its

customers by helping them answer their

most common question: “Why is my

Internet so slow?”

A simple bandwidth calculator could’ve solved this problem, but we wanted to

create something a bit... friendlier.

The WiFi-Denti-Fier

— Concept —

The first bandwidth calculator with a

heart.

We took the bare bones of a simple

questionnaire and hid them behind

a fun, interactive cartoon family.

Meet the Warners

— Enjoys —

Battling his brother in viscous video game grudge matches.

Tim Warner

Jenn Warner— Enjoys —

Weekend-long OnDemand binges and live-tweeting dating show drama.

Caleb Warner— Enjoys —

Flexing along with vintage Arnold flicks and power-watching UFC

matches.

Olivia Warner— Enjoys —

Alone time with her phone and expressing herself through emoticons.

Casey Warner— Enjoys —

Devouring eBooks and micro-managingmultiple online dating profiles.

Jax Warner— Enjoys —

Hosting a weekly comedy podcast and remixing tracks for his gig as an Internet radio DJ.

Our in-house animation and development teams created custom solutions for each user experience, guaranteeing that everything would work perfectly.

No matter how boring and straight forward the briefing

is...

......there’s always a way to push your ideas to a better spot.

t a k e w a y

A concept should live everywhere.

It's a trendy thing among client,

ask for something that they

could apply in multiple channels.

However, integrated doesn't

mean 360, it can be. But not

necessarily.

Integrated

Campaigns

An integrated campaign that

brings the Think Blue

positioning to China.

— Briefing —

Volkswagen have globally

announced a new technology

called Blue Motion and want to

claim a ‘EcoFriendly’ territory in

China.

— The Challenge —

Seriously?A car brand trying to be ecofriendly?

That’s tricky! But let’s give it a shot.

We've decided to

encourage people of being

more eco-friendly and get

rewarded for

actually...NOT driving.

— The Insight —

Volkswagen Blue Check in.

— Concept —

In partnership with Foursquare, we

turn all parks, subways, bus

stations and other eco-friendly

locations into a proof that you are

not driving.

Just check-in at Blue

Spots when you're

exploring the city to get a

scratch card for special

gifts and badges.

Everyone was happy until the client came up with another

briefing.

Bring the Think Blue concept to the Earth Hour.

— Briefing —

To contribute with this

important act, Volkswagen will

turn off their thousands of

websites and

replace by a simple black

page with a message to the

world.

— From the Client —

Oh! Come on! So Predictable.

But how could we know for sure that people were really turning off their

lights?

Build a CRM program to

achieve three main goals.

— Briefing —

Get insights from the people.

Be seen as an innovative

brand.

Improve market share.

Volkswagen has always built cars for the

people.

Their brand name in both German and

Chinese literally means the ‘People’s

Car’.

Two years ago in China,

Volkswagen was facing an

increased competition and

falling market share.

How Volkswagen can become

once again: The People’s Car?

Instead of building cars for the

people, Volkswagen would

start building cars with the

people.

We called it:

The People’s Car Project

No matter how odd, which

shape, color or function. A car

could be anything.

Along two years we launched

lots of campaigns around this

main concept.

So we started to gradually bring

some of those ideas to life.

Cool, but how did it get a ramp

down? Does Volkswagen

actually built a car?

Yeah! But that’s gotta be

another

co-creation project of course.

Over 260,000 submissions.A hundred selected ideas. Two universities. One Car.

Sometimes the client think they have a big idea.

...It’s time to turn that into something even bigger.

t a k e w a y

Planing a creative road

map.Many times the client doesn't

know how to implement the

brand's voice from a long term

stand point. It’s our job to say

out and loud what they need to

do.

Long term

Creative Positionin

g

After the People’s Car Project,

Volkswagen came to us with a big

question.

Can Volkswagen be a

more beloved brand

by going beyond

cars?

We didn't want to lose

our jobs so we said.

HELL YES!

So we brought to the table a plan for the next 5 years.

Yes. We can change the brand’s perception and we

can help them to shape their future.

But let’s get their hearts first by doing whatever they want us to do.

t a k e w a y

Then I left China for joining

Firstborn here in NY.

It’s like a TV show. But

branded and multichannel.

Just because you have a concept

working in different mediums and

channels doesn’t mean you have a

storytelling campaign.

Transmedia

Storytelling

Transmedia Storytelling in

short.

What's the long term story we want to tell?

Do we want to show the perfect hero stereotype from the

beginning? Or do we want build up the character and see

him evolving from an ordinary guy to a self-confident

persona grounded in the brand pillars strongly fleshed out

at the end?

1

How can we break in seasons and episodes?

Can we create subplots to keep the story

entertaining/engaging sustain the brand awareness

up along the way?

2

How do we think in ways to connect

multiple channels to tell our story?

Can we identify where our target

audience are and kick start our story from

there?

3

Does the product plays a deep role in

our story? Or is just a secondary element that

helps to create our universe?

4

Do we have counselors guiding

our characters?

5

How can we actually bring the audience into

the story?Would we be able to engage the consumers in

a co-creation process that they can feel proud

of by making our story something even bigger?

6

I hate doing this. But I’m so

jealous of this guys that I've

decided to show their stuff

instead of mine.

My friends from Perera O'dell put out

there one of the most impressive

branded entertainment cases that I’ve

ever seen.

First they’ve created a

Thriller.

Then they came up with a

Drama.

Now they did a f*ckn Alien

Comedy.

You have to build a story that people would share

spontaneously.

...even if it’s branded.

t a k e w a y

Seamless integration

between strategy and

creative

Research drives the strategy

Strategy generatesInsights

Thought starters leads to Creative

Creative generates broader concepts

Broader Concepts drives the executions

Research drives the

strategy

Strategy generates

Insights

Thought starters leads to

Creative

Creative generates broader

concepts

Broader Concepts drives the

executions

Put all of this into a timeline that make sense for the client

and.... boom!

—THANK YOU.