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Dissolving Poster Habitat


A poster that kills mosquitos before they hatch.

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Dissolving Poster Habitat


A poster that kills mosquitos before they hatch.

 

FOLLOW THE WATER

In tropical countries like Brazil, it rains all year round. That means lots of standing water and breeding sites for the Aedes aegypti mosquito, the transmitter of many fatal diseases. Especially in the poorest regions and difficult areas to aproach.

To reach those places, we created special posters that dissolve in the rain and kill the mosquitoes before they hatch. A solution that is safe to animals, the environment and people.

 
 
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"We have a simple, affordable and relevant solution to a significant part of the problem, which is to control the propagation of mosquitoes"

Rodrigo Perez, Researcher CIETEC / USP - University of São Paulo

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Agency: BETC São Paulo
Client: Habitat
Executive Creative Director: Rodolfo Barreto
Creative Director: Daniel Schiavon
Creative Team: Chico Lucas, Américo Vizer, Filipe Abreu, Gustavo Guives, José Pedro Bortolini, Vitor Prado
Account Maneger: Daniela Keller, Beatriz Frizzo
Project Manager: Gabriela Muller
Production: Mariane Goebel, Ana Lucia Marques, Gilmar Mendes, Carlos Valeriano, Plínio Júnior, Renata Germani, Juliana Arantes, Ricardo Célio, Coletivo Norte, André Fasanella.
Film Production: Trator Filmes, Canja Audio
Film Direction: 2Vilão

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Woman Interrupted App


AN APP THAT MEASURES HOW MANY TIMES MEN INTERRUPTS WOMEN.

Woman Interrupted App


AN APP THAT MEASURES HOW MANY TIMES MEN INTERRUPTS WOMEN.

 

According to George Washington University, women are interrupted 2x as much as man.

This behavior stops women from expressing themselves and aggravates the lack of female representation.

Still, it is not taken seriously. To fight this, we created Woman Interrupted, an app that uses the mobile’s microphone to detect manterrupting in daily conversations, using the difference in the frequency of male and female voices.

 
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The development of the app took 6 months of research and tests of an algorithm that allows the app to know the difference between interruptions and just noise.  One of the challenges was performing the analysis without recording audio, to ensure the user’s privacy. Before launch, Woman Interrupted was tested for accuracy by the #1 testing company in Latin America.

 

67 ARTISTS. 87 POSTERS. ONE VOICE.

The cause inspired an art project, the Portraits of Silence Gallery. More than 67 artists from 22 countries illustrated posters, available on the app’s website. All of them created their version of the campaign’s symbol of a woman silenced by a male hand, using the campaign’s colors and elements. Proof that, to speak up, you can use more than your voice.

 

A BORDERLESS CAMPAIGN.

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Ads on airports, streets and specially on Times Square. There were more than 400 articles all over the world. All media was donated for free.

 
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Our next step is to make the collected data available to researchers. Learn more about the App on the website or download and test it yourself.

www.womaninterruptedapp.com

 
 
 
 
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Agency: BETC São Paulo
Creative Director: Rodolfo Barreto
Head of Art: Daniel Schiavon
Creative Team: Rodolfo Barreto, Daniel Schiavon, Nathalie Lourenço, José Pedro Bortolini, Gustavo Leal
PR Planners: Gal Barradas, Rodolfo Barreto

 

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HEART BALL ITAÚ


PASSIONATE FANS DONATE THEIR HEART BEATS FOR OUR TEAM.

HEART BALL ITAÚ


PASSIONATE FANS DONATE THEIR HEART BEATS FOR OUR TEAM.

 

Want to donate your heart beats for Brazil?

The heart beats, flips, jumps and screams. During the World Cup, every fan gives their heart to the Brazilian Team. That's why we created a ball capable of capturing the heartbeat of thousands of fans, make it loud and clear, and donate to the soccer players.

 

The ball went to the host cities so that everyone could donate their heartbeats to the Brazilian Team.

It was also sent up to the most illustrious fans and became the star of a documentary.

And, finally, it reached the soccer players, as a gift of thousands of fans.

 

HOW IT was CREATED:

1ST PLACE ON CREATIVITY’S TOP 20

Agency: TUDO
Creative Director: Rodolfo Barreto
Creative Team: Fernando Brandt, Gladys Esher
Planner Director: Cleber Paradela
Planners: Gustavo Teixeira, Leandro Gimenez
PR Planner: Renato Pezzotti
Account Director: Iron Neto
Account Manager: Ana Paula Pimentel
Account Executive: Ana Maria Menegaldo, Renata Almeida
Production: Primo Comunicação & Design
Production Manager: Jô Pereira
Promo Manager: Rodrigo Xavier
Promo Executive: Fernando Mendes, Valdenir Rosa

Documentary & Offline Campaign: África

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THE UNPHOTOGRAPHED ALBUM Dermodex


RECREATING MOMENTS THAT SHOULD HAVE EXISTED.

THE UNPHOTOGRAPHED ALBUM Dermodex


RECREATING MOMENTS THAT SHOULD HAVE EXISTED.

 

They were already a family. They had JUST not yet met.

In Brazil, 92% of children up for adoption are over 7 years old. But, out of the  37,000 parents who wants to adopt, only 9% want children of that age.

To encourage late adoption, Dermodex, have decided to homage the families which adopted their children at an older age. Because the early years of childhood are an experience that every parent deserve to have.

With the help of photorealistic illustrator artists, we manufactured special albums, recreating important early childhood moments, that they weren’t able to share with their children.

 
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RESULTs

Our video, in the first 48 hours, was shared more than 35,000 times, and had more than 1.5 million views, before the media investment even started.

Social media mentions increased by an amazing 13,720%. Several families and adoption NGOs contacted us, asking for their own albums.

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Ester, Moacir, Sabrina (12), Ketelyn (13).

 

Malu, Joachim, Gabriela (6), Rafaela (4), Emily (3).

Cacalo, Zé Antônio, Matheus (7).

 
 
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Agency: BETC São Paulo
Client: Dermodex Reckitt Benckiser
Executive Creative Director: Rodolfo Barreto
Creative Director: Daniel Schiavon, Alexandre Ravagnani
Creative team: José Pedro Bortolini, Michel Morem, Gabriel Marcondes, Savio Hatherly, Americo Vizer, Chico Lucas, Fillipe Abreu, Pedro Rosa            Account Manager: Daniela Keller, Luana Gregório
Project Manager: Gabriela Muller
Production: Mariane Goebel, Ana Lucia Marques, Tiago Hasegawa, Carlos Valeriano, Plínio Júnior, Estúdio Ícone, P+E
Film Production: Trator Filmes, Jamute
Film Direction: Cláudio Cinelli

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Vanish No Stains


A LINE OF SAUCES THAT GETS RID OF STAINS BEFORE THEY EVEN HAPPEN.

Vanish No Stains


A LINE OF SAUCES THAT GETS RID OF STAINS BEFORE THEY EVEN HAPPEN.

 

a line of sauces that gets rid of stains before they even happen

When people wear white clothes while eating, they are probably going to get stains. But what if there was a way you could eat and not stain white clothes?

With that in mind, we developed a line of perfectly white sauces, in partnership with researches at UNICAMP, the best university in Latin America. It looks us up 20 attempts to achieve the desired taste and color: a white ketchup and a white mustard, both 100% edible.

 

 
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We invited several food enthusiasts to taste them at one of the best-known restaurants in São Paulo. But this was a special edition: only 100 bottles of each sauce were produced. These were sent to famous chefs, influencers and special costumers.

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results

In Brazil people don't think they need to have a stain remover at home. So our innovative approach directly influenced the results: in the month of campaign Vanish had 70% of market share - a record - and 10% of increase over last year. 

 
 

Agency: BETC São Paulo
Client: Vanish (Reckitt Benckiser)
Executive Creative Director: Rodolfo Barreto
Creative Directors: Daniel Schiavon, Alexandre Ravagnani
Creative Team: Victor Castelo, Guilherme Possobon, Guilherme Filippoff
Account Manager: Daniela Keller, Joanna Alencar, Beatriz Helena Fizzo
Project Manager: Gabriela Muller
Production: Mariane Goebel, Ana Lúcia Marques, Gilmar Mendes, Carlos Valeriano, Robson de Vito, Plínio Júnior, Vicente André, Renata Germani
Film Production: Bossa Nova Films, Alma 1111 Audio
Film Direction: Alexandre Lucas

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REFLECTIONS Eqlibri


OUR REFLECTIONS GO BEYOND FROM WHAT WE SEE IN THE MIRROR.

REFLECTIONS Eqlibri


OUR REFLECTIONS GO BEYOND FROM WHAT WE SEE IN THE MIRROR.

(for English click on cc, please)

 

OUR REFLECTIONS GO BEYOND WHAT WE SEE IN THE MIRROR.

From magazine covers to TV shows, everything in the media says - all the time - how women need to be. But the novelty here comes from GirlGuiding, an English institute that works for women: not accepting their own physique has been something more and more precocious in women and, amazingly, today we have 7 year old girls who already say they are not well with the body. What? Yeah, well. And to this cycle had an end that we worked.

 

 
 
 
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Agency: BETC São Paulo
Client: eQlibri (Pepsico)
Executive Creative Director: Rodolfo Barreto
Creative Director: Daniel Schiavon
Creative Team: Chico Zuccato, Julia Pimentel, Thiago Melchior, Barbara Ruffatto
Account Manager: Luana Gregório
Project Manager: Gabriela Muller
Production: Mariane Goebel, Anna Ferraz
Film Production: Trator Filmes
Film Direction: Gabi Brites

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CROSSED SENSES Peugeot


FOR THE FIRST TIME, A CAR BRAND SHOWS - LITERALLY - THE SENSE OF DRIVING.

CROSSED SENSES Peugeot


FOR THE FIRST TIME, A CAR BRAND SHOWS - LITERALLY - THE SENSE OF DRIVING.

 

IN A WORLD WITH 7 BILLION PEOPLE, 4% OF THEM FEEL EVERYTHING IN A UNIQUE WAY.

Imagine hearing colors or tasting shapes. This is how the synesthetics live the world. So, we decided to take advantage of this superhuman ability to try to figure out what it feels like to drive Peugeot 2008: a different car in every sense.

 
 

In partnership with the Discovery Channel, we created Cross Senses, a unique experiment in Branded Content. We invited 5 synesthetic people to drive the Peugeot 2008 and tell 5 creators what they felt. Together, they turned these sensations into real works.

 

5 episodes. One for each sense.

 

EPISODE 01. THE TIMBRE OF DRIVING

 
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EPISODE 02. THE AROMA OF DRIVING

 

EPISODE 03. THE TASTE OF DRIVING

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EPISODE 04. THE COLOR OF DRIVING

 

EPISODE 05. THE TEXTURE OF DRIVING

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Final result? An exclusive 50-minute documentary screened on the Discovery Channel grid. Watch it whenever you want on NET NOW.

 

CO-PRODUÇÃO / CO-PRODUCtion

 
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Agency: BETC São Paulo
Creative Director: Rodolfo Barreto
Head of Art: Daniel Schiavon
Creative Team: Nathalie Lourenço, José Pedro Bortolini, Gustavo Leal
Account Director: Gal Barradas, Waleska Bueno

 

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THE RED AID


HOW TO INCREASE THE NUMBER OF blood donors WITH JUST A HEALER?

THE RED AID


HOW TO INCREASE THE NUMBER OF blood donors WITH JUST A HEALER?

 

We used the best possible media to encourage blood donation: Those who’ve donated

The aid is one of the few ways you can show that you donated blood. However, a common bandage on his arm can mean just a routine checkup. That's why we decided to turn the Pro Sangue Foundation's band-aid into an icon that will last forever changing only its color. In addition to making it clear that the person donated, the red bandage becomes a symbol of pride, a way of recognizing who does something good for those who need it.

 
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On the World Blood Donor Day we spread the Red Aid around every corner: all main statues on São Paulo streets had red aids stuck on them.

The soccer players of Corinthians, Santos and São Paulo entered the field with it in their arms in games nationally broadcasted.

Celebrities and ordinary people published selfies with it on their social networks, using the hashtag #IGiveMyBlood.

THE RED AID BECAME IN AN EXHIBITION OF ART HELD IN SÃO PAULO

 
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Agency: BETC São Paulo
Client: Fundação Pro Sangue
Executive Creative Director: Rodolfo Barreto
Creative Directors: Daniel Schiavon
Creative Team: Francisco Zuccato, Thiago Melchior
Account Manager: Natália Rocha
Project Manager: Gabriela Muller
Production: Mariane Goebel, Anna Ferraz
Film Production: Sentimental
Film Direction: 

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JONTEX EDIBLE CANDY WRAPPER


SEX WITH CONDOM CAN BE AS GOOD AS EATING CANDY WITH THE WRAPPER ON.

JONTEX EDIBLE CANDY WRAPPER


SEX WITH CONDOM CAN BE AS GOOD AS EATING CANDY WITH THE WRAPPER ON.

 

WHAT WAS THE LAST TIME YOU PLACED A common saying IN your MOUTH?

Nowadays, people are using less and less condoms. According to the Ministry of Health (in a PCAP Institute study), more than half of the Brazilian population don’t use condoms during sexual intercourse. Trying to prevent that, brands and the government keep talking to the public in a boring and unattractive way.

To launch the new latex free condom Jontex Real Feel, which allows a skin to skin sensation, the leading brand in sex preservatives in Brazil questioned that common saying: “sex with a condom is as good as eating candy with the wrapper on”. An old concept that undermines health care and prevention of HIV and STD’s.

 
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This unusual candy idea was distributed in bars, nightclubs and late sessions at movie theaters.

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delicious results

We can redefine a common saying by making people use more condoms. In a few months, Jontex Real Feel already represents 19,8% of Jontex sales, the best-selling brand in Brazil. We’re selling a ton. Delicious, uh?

 
 

Agency: BETC São Paulo
Client: Jontex (Reckitt Benckiser)
Executive Creative Director: Rodolfo Barreto
Creative Directors: Daniel Schiavon, Alexandre Ravagnani
Creative Team: Chico Lucas, Américo Vizer, Filipe Abreu, Gustavo Guives, José Pedro Bortolini, Vitor Prado
Account Manager: Daniela Keller, Luana Gregório
Project Manager: Gabriela Muller
Production: Mariane Goebel, Anna Ferraz, Gilmar Mendes, Carlos Valeriano, Robson de Vito, Plínio Júnior, Márcio Brusaferro
Film Production: Corazon Filmes, Cabaret
Film Direction: Premiere King