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Caio Fortes | Copywriter


Currently working at Publicis Brasil
part of Publicis Groupe

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Caio Fortes | Copywriter


Currently working at Publicis Brasil
part of Publicis Groupe

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WHATSCOOK


THE FIRST LIVE RECIPE SERVICE USING WHATSAPP

WHATSCOOK


THE FIRST LIVE RECIPE SERVICE USING WHATSAPP

COOKING BECAME AS EASY AS SENDING A MESSAGE

WhatsCook, by Hellmann's, was the first live recipe service using WhatsApp, the biggest social network in Brazil. People gave their number on our website, and real chefs got in touch with them, teaching how to cook step by step.

THE RESULTS

Even being launched only on Hellmann’s owned channels with less than US$ 900 media investment, WhatsCook charmed people and draw media attention for being an alternative recipe storytelling. In only 10 days, the service gained both national and international repercussion.


Agency: CUBOCC | CW: Caio Fortes | AD: Rafael Kfouri | CL: Bruno Sanchez | CD: Luiz Mastropietro | CD: Felipe Rocha | CD: Daniel Busch | CCO: Wilson Mateos

- AWARDS:

2015 The One Show - Digital Direct Marketing | Mobile - Merit Award

2015 The Webby Awards - Social | Customer Service - Winner

2014 El Ojo - Mobile - Bronze

2014 Festival of Media LATAM - Best Content Creation Award - Silver

2014 Festival of Media LATAM - Best Engagement Strategy - Silver

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The PRE-ROLL ADS WITH 4G


STARRING OUR SLOWEST CELEBRITY: RUBINHO BARRICHELLO

The PRE-ROLL ADS WITH 4G


STARRING OUR SLOWEST CELEBRITY: RUBINHO BARRICHELLO

RUIVO CAN MAKE IT IN 5 SEC. BUT BARRICHELLO...

Vivo Tudo is a special prepaid mobile plan by Vivo. To communicate that now Vivo Tudo has 4G and demonstrate its speed, we brought an athlete known in Brazil as the slowest person ever: Rubens Barrichello (although he’s one of the biggest Formula 1 racers of his era, he’s known like that in Brazil because he never actually won any Championships. But he’s cool about it).

So, we placed our Ruivo (Redhead - the mascot of Vivo) completing tasks in some funny 5 sec pre-roll ads before any YouTube video. And Rubinho, well… he’s slow. But the success was quick, adding more than 8 million views in all 5 ads.

*turn CC on for English captions*


Agency: Young & Rubicam | CW: Caio Fortes | AD: Pedro de Gouveia | ACD: Daniel Groove | CD: Cristian "Crisão" Mazzeo | CCO: Rui Branquinho | Production Company: O2 Filmes | Director: Quico Meirelles

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ROMANCE WITHOUT CONNECTION


AN "ALMOST" LOVE STORY BETWEEN MARINA RUY BARBOSA AND DELEI

ROMANCE WITHOUT CONNECTION


AN "ALMOST" LOVE STORY BETWEEN MARINA RUY BARBOSA AND DELEI

HE COULD’VE HAD HER, BUT HE’S ALWAYS DELAYED

Delei is Vivo’s digital poster boy… or poster muppet, actually. He’s the opposite of Ruivo, the TV’s brand face who’s a smart and quick guy who has Vivo Tudo with 4G. And Delei… doesn’t. He’s a clumsy little chubby who’s always late and got in some real trouble starring his first music video.

Now, he’ve met Marina Ruy Barbosa. The redhead Brazilian star who fell in love with Delei. Too bad he still doesn’t have Vivo Tudo, because he blew his chance in this tango music video that had over 17 million views during the campaign.


Agency: Young & Rubicam | CW: Caio Fortes | AD: Pedro de Gouveia | ACD: Daniel Groove | CD: Cristian "Crisão" Mazzeo | CCO: Rui Branquinho | Sound Studio: Loud Bz | Production Company: O2 Filmes | Director: Stefano Capuzzi Lapietra

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TNT ENERGY DRINK - ON SKIN


FOLLOW YOUR OWN TREND

TNT ENERGY DRINK - ON SKIN


FOLLOW YOUR OWN TREND

THE official spfw sponsor had a tattoo stand. and a point to prove.

Leaving the UFC and extreme sports behind, TNT Energy Drink decided to take a leap of faith on being the official sponsor of the 2015 São Paulo Fashion Week, the biggest fashion event in Brazil. Also happened that the brand had already placed a tattoo stand right on SPFW, giving free tattoos to anyone who wanted to mark their skin forever. With so much attitude from everyone involved, we had to develop this statement in form of film to go along. And you know what? Tattoo and fashion have very much in common.


Agency: Young & Rubicam | CW: Caio Fortes | AD: Marcelo Nava | ACD: Daniel Groove | CCO: Rui Branquinho | Sound Studio: Coletiva Produtora | Production Company: Doiddo Filmes | Director: Roney Giah

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COINC


THE REVOLUTION OF PIGS

COINC


THE REVOLUTION OF PIGS

OUR CURRENCY IS YOUR IDEA

The Revolution of Pigs was an initiative for Its NOON to colect ideas from São Paulo's citizens on how to improve life in the city. So we created the CoinCs, some nice and stylish piggy banks that received ideas instead of money, and we spread them around town.

 

SOME STYLISH PIGS

We invited well known Brazilian artists to stylize the CoinCs. Among them were Catarina Gushiken, Loro Verz, Sara Mello, Juarez Fagundes, Nick Alive, Camila Conti, Tiago Silvias, Fábio de Almeida e Simone Sapienza Siss.

 

LET'S GIVE SOMETHING BACK TO THE CITY

At the end, we compiled the best ideas and generated a special report delivered to São Paulo's public organs so they'd know how the population was feeling. And finally, to reward the city, we auctioned the CoinCs and raised money to create the Tag And Juice Square.

THE REVOLUTION CONTINUED ONLINE

On our Facebook app, everyone could find the pigs through the city, send their ideas online and also make some noise, telling everyone online what should change in São Paulo or printing out our Revolution sticker.

AND THE PIGS MADE SOME NOISE

oinc oinc  :8)


Agency: Urban Summer Digital Creative | CW: Caio Fortes | AD: Edgar Petriccione | CD: Patrícia "Japa" Chmielewski | CCO: Alessandro Guidini | Director: Pedro Burlamaqui Loes

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IBIRAPUERA FOUNTAIN


AN ILLUMINATED CHRISTMAS

IBIRAPUERA FOUNTAIN


AN ILLUMINATED CHRISTMAS

A WARM MESSAGE SHARED ON WATER

At the end of 2012, we developed a Facebook app for Pão de Açúcar in which people could send their Christmas wishes and Happy New Year greetings. The most beautiful ones were projected on a water mirror in Ibirapuera Fountain, inside the biggest park in São Paulo, during the traditional Christmas lights show.


Agency: Urban Summer Digital Creative | CW: Caio Fortes | AD: Edgar Petriccione | CD: Thomaz Zander | CCO: Alessandro Guidini | Partner Agency: FCB Brazil

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ITAÚ UNICLASS TOP5


YOU EVOLVE. AND MUSIC PLAYS ALONG.

ITAÚ UNICLASS TOP5


YOU EVOLVE. AND MUSIC PLAYS ALONG.

AN INTERACTIVE ONLINE SHOW CHOSE BY PEOPLE

Music was always present during all the accomplishments of Itaú Uniclass' clients, a premium service of Itaú Bank. And since they keep evolving, we decided to reward them with a festival that played the soundtrack from the days when they were just beginning their climb: Brazil's Rock Scene from the 80's.

FIRST, THEY VOTED

Through a Facebook app, people learned our 5 exclusive services for Itaú Uniclass' clientes, and then chose between two of the most famous bands in Rock history, or sometimes assembled the setlist of the concert. So we are talking bands like Titãs, Paralamas do Sucesso, Capital Inicial, Jota Quest, Frejat and Nando Reis. All that thanks to a partnership with VEVO.

AND EVERYONE COULD INTERACT WITH THEIR FAVORITE STAR

When the lights went off, everyone could send a message or ask for a song though our app, and the best ones were actually read by the singer, guarantying a massive interaction online with thousands of mentions using #itauuniclasstop5.


Agency: Urban Summer Digital Creative | CW: Caio Fortes | AD: Marcela Coutinho | CD: Patrícia "Japa" Chmielewski | CCO: Alessandro Guidini | Production Company: VEVO

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HO HO HELL!


THIS CHRISTMAS WILL BE PUNK

HO HO HELL!


THIS CHRISTMAS WILL BE PUNK

YOUR CHRISTMAS PRESENTS WILL NEVER BE THE SAME

How many of us received a weird and boring Christmas present? Exactly. To change that, we asked people what was the worst present they've won and who gave it to them. After that, our beloved "Papai NoHell" went online to destroy that gift, specially for that poor person. And of course, tell them that next time, it's better choose an Urban Arts' present, the biggest digital art gallery in Brazil.

IT WAS ALL INSIDE A FACEBOOK APP

VERY FUNNY RESPONSES


Agency: Urban Summer Digital Creative | CW: Caio Fortes | CW: Yuri Sampaio | AD: Tom Carvalho | CD: Patrícia "Japa" Chmielewski | CCO: Alessandro Guidini | Director: Pedro Burlamaqui Loes

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SOCIAL COUCH


FIND A COUCH TO SLEEP

SOCIAL COUCH


FIND A COUCH TO SLEEP

THE LOWEST BUDGET PLACE TO STAY: A FRIEND'S PLACE

Azul Airlines always offers the lowest prices in Brazil. So, we decided to help young travelers to spend even less using the Social Couch. You just have to connect your Facebook account, insert where you are going, and the app finds a friend of your friend who lives in your destination. Then, the app will get in touch with him so you can sleep on a "not so stranger's couch" for a few days.


Student work: Miami Ad School/ESPM - SP | CW: Caio Fortes | CW: Catarina Menchik | AD: Gabriel Garcia | Tutor: Paulo André Bione

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COMANDO S


SPOT

COMANDO S


SPOT

WE GET TO THE SOUND THAT YOU WANT

A spot created during Miami Ad School/ESPM - SP classes for Comando S, an audio producer that kindly made this real. 


Student work: Miami Ad School/ESPM - SP | CW: Caio Fortes | Sound Studio: Comando S Audio | Tutor: Paulo André Bione

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PURE COPY


AFTER ALL, I AM A COPYWRITER

PURE COPY


AFTER ALL, I AM A COPYWRITER

AUDI

Some dreams stay in the unconscious. This one is already on the streets.

Behind this car there's lots of emotion. And other cars too.

Behind this car there's lots of emotion. And other cars too.

300 horses never got so comfortable together.

300 horses never got so comfortable together.

It only takes a blink of an eye to fall in love. And also to loose it of site.

It only takes a blink of an eye to fall in love. And also to loose it of site.

Perfect curves on design and on the road.

Perfect curves on design and on the road.

Almost as fast as your wish to have one.

Almost as fast as your wish to have one.


Agency: Urban Summer Digital Creative | CW: Caio Fortes | AD: Edgar Petriccione | CD: Tiago Lucci | CCO: Alessandro Guidini

FAST SHOP

Women, forget the abs. This is the most "definition" you'll get from your husband.

Women, forget the abs. This is the most "definition" you'll get from your husband.


Student work: Miami Ad School/ESPM - SP | CW: Caio Fortes | AD: Gabriel Garcia | Tutor: Ricardo Wolff

CROCODILE USED INSTRUMENTS

Hipsters: it's vintage. Rockers: it doesn't know what hipster is. 

Hipsters: it's vintage. Rockers: it doesn't know what hipster is. 

If you are going to pick a fight with your dad, better choose something with his own age.

If you are going to pick a fight with your dad, better choose something with his own age.


Student work: Miami Ad School/ESPM - SP | CW: Caio Fortes | AD: Caio Ogata | Tutor: Paulo André Bione