WHATEVER LOLA WANTS, LOLA GETS

And Lola, aka Jennifer Aniston’s brand and her team, wanted MAD to be the creative partner behind the branding and entire launch campaign of her new haircare product line, named LolaVie after her nickname, Lola.

LOLAVIE, NATURALLY YOU

The brand's communication was crafted to highlight Jennifer Aniston’s natural personality and focus on the naturally derived ingredients in the product. It was important to convey the idea that everyone should feel comfortable the way they are. The resulting Naturally You became LolaVie’s official tagline, helping to launch its first product, the Glossing Detangler, through social media, PR, and the website.

PRODUCTION WITH EMMA SUMMERTON

With fashion and editorial pictures directed by the iconic photographer and artist Emma Summerton, we captured Jen’s natural beauty to compose our refined and minimalistic black & white visuals. The natural beauty of all ages was depicted through casting to connect with our audience.

MORE THAN JUST E-COMMERCE

MAD fully designed and developed the brand’s website lolavie.com, featuring high-end product shots, 3D ingredients, and Emma Summerton’s photos. By launching the e-commerce website, we were able to showcase products and the new branding, completing the immersive and seamless experience.

Now, you can be READY FOR WHATEVER HAPPENS

A cellphone that opens the camera with just a twist of the wrist, has unlimited storage and charges in only 15 minutes. With a device like that, you’d be ready to anything unexpected that happens in your day. That was the concept to launch the new motorola one to the whole world. A full 360º campaign with a global TVC and another specially made for India, alongside prints, OOH and social media content. The results? Only the most googled phone in Brazil in 2018 ahead of the iPhone X.

BORN AT AUTONATION, PASSION FOR CARS IS IN THEIR DNA

To make AutoNation more appealing to younger audiences and grow its social media popularity, we created their new brand ambassadors fully in 3D: meet Axel & Lexa. The new virtual social media personalities bring freshness to the brand's communications and unlimited possibilities for content creation for AutoNation’s social channels.

Axel and Lexa characters’ backstory: They grew up with a thirst for finding the best car setup, even when it was just a soapbox car. Now, they’ve stepped up their game. They have put the pedal to the metal on many race tracks all their lives. They are ready for every challenge, from testing out cars to helping out AutoNation Associates, ensuring all vehicles are taken care of.

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 everyone, teaching them 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.

Young ADULTS need coffee but THEY still LOVE CHOCOLATE

New grown-ups have just become tired adults and they still crave that hot chocolate they used to drink. That’s why Nescafé launched Nescafé Smoovlatté - with the chocolate flavor they’ve always loved, with that coffee boost they’re in need of.

The RESPONDING was there for… I don’t know, SUPPORT?

With a wit social media responding, we managed to give the best medicine there is: laughter. These youngsters are not looking for actual help (also, they know Google), just good branding that spoke to them.

One does not simply leave a MEME out of the campaign

We’re talking to the first generation that grew up with the internet and that’s now dealing with adultness. That’s why the subject was so popular, and that’s why we spoke their language: memes.

RUIVO can make it in 5 SEC. But BARRICHELLO...

Vivo Tudo is a special prepaid mobile plan by Vivo, the Brazilian Telefónica company. 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 as slow 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.

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 has 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.

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? Tattoos and fashion have very much in common.

An interactive online concert CHOSEN 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 80s.

First, they VOTED

Through a Facebook app, people learned about our 5 exclusive services for Itaú Uniclass' clients, 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 through our app, and the best ones were actually read by the singer, guarantying a massive interaction online with thousands of mentions using #itauuniclasstop5.

Our CURRENCY is your IDEA

The Revolution of Pigs was an initiative for Its NOON (a crowdsourcing platform) to collect 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.

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

In the end, we compiled the best ideas and generated a special report delivered to São Paulo's public organs to understand 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 throughout 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

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