Brazil never expected to see together Suzana Vieira and Jacquin, two personalities with no problem criticizing. Which made them perfect to review QuintoAndar apartments.
Buying a home is a huge decision, yes. But some dreams can’t wait forever. This campaign encouraged people to start sooner.
In 2022, QuintoAndar was already a disruptive product. It was famous as a tech solution. The challenge was turning it into a culturally relevant brand people could emotionally connect with. My role in the repositioning started putting into words a new narrative for the brand.
It also took over Big Brother Brazil, the country’s most watched house with games and a Home Party.
In an integrated campaign developed alongside GUT, Brazilian legends reflected on how their homes shaped their lives.
The brand eventually grew into culture beyond screens, through Innovations for Living, an immersive experience about what is next in housing. A free public attraction at Ibirapuera.
In the last years, even acquisition creatives started behaving more like content than ads.
Scaling the brand’s personality also meant redesigning the creative workflow. More than AI generated assets, we built AI-assisted systems that produce content fast, consistent and on-brand.
In 2015, TIM Beta launched 20GB of mobile data, an insane amount at the time. So instead of advertising internet, we declared it a WiFi Killer.
We disguised SIM cards as packs of gum, easy to quietly slip from hand to hand in activations.
Bradesco had good offers. They just didn’t sound like it. “Exclusive mortgage rates at 8.85% per year.” So we introduced Brad. And instead of simply giving benefits, now Brad had to achieve it, for the greater good, in absurd challenges.
A brand leadership change kept the campaign from airing. Still deserved to exist here because everyone involved loves it.
Building Next meant creating a bank that didn’t behave like one. Back in 2016, my role in this huge operation was defining Next personality. The brand voice across the product, campaigns and every part of the experience, helping shape its distinct place for the young audience.
Some women spend their lives making sure the next can go further than they could. That idea became Mulheres Pra Frente. A film, a meeting, a compromise.
Nobody expected a conversation between Brazilian english students and American seniors to go anywhere. But Speaking Exchange went everywhere.
Global repercussion, awards, and years after the campaign ended, students were still using it. That’s stayed with me.
