GUSTAVO COSTA

                                            
CREATIVE DIRECTOR & COPYWRITER AT @droga5sp












+ BELL'S BANDANA
UNILEVER

ROLE: CREATIVE


OMO took its brand to the heart of Carnival through an unprecedented moment: Bell Marques, famously known for never appearing without
his iconic bandana, For decades, Brazil has had a mystery. No one has ever seen Bell Marques without his bandana. Especially during
Carnival in Brazil.So we gave the country a chance.Inside Bell’s moving trio elétrico, OMO installed a washer dryer to wash his
bandana using OMO Ciclo Rápido. The product works in fifteen minutes. So the bandana came off for fifteen minutes. And no one saw it.
While it was being washed, 20,000 bandanas were handed to the crowd in Salvador.Turning a product demo into Carnival culture.










+ FOLLOW THE SIGN 
SANTANDER BANK 
ROLE: CREATIVE

SÃO PAULO HAS A SIGN POINTING TO A RACETRACK ON EVERY SINGLE BLOCK. SANTANDER DIDN'T CREATE IT. THE CITY DID. WE JUST GAVE IT A REASON 
TO EXIST AND TURNED BRAZIL'S MOST IGNORED STREET SIGN INTO THE COUNTRY'S BIGGEST F1 ACTIVATION EVER. THE MEME BECAME THE MEDIA. 
32 CITIES * 17.4M IMPRESSIONS * 65K ENGAGEMENTS * TRENDING IN 2 DAYS * +32% BRAND CONSIDERATION






+ OIL TOYS PROTEST
350.org
Role: Associate creative director

THE BIGGEST OIL SPILL IN BRAZILIAN HISTORY AFFECTED 2,000 KM OF BEACHES. THE GOVERNMENT MADE A JOKE. THE PRESENT AND THE FUTURE OF AN ENTIRE GENERATION WERE BEING DESTROYED IN REAL TIME. ANIMALS COVERED IN OIL. PACKAGED LIKE GIFTS. SENT DIRECTLY TO THE POLITICIANS RESPONSIBLE.
THE COLLECTION FOR THOSE WHO DON'T THINK ABOUT THE FUTURE OF THE NEXT GENERATIONS.






















Is it or isn't it?
MCDONALD's

ROLE: CREATIVE

 

SOME PRODUCTS ARE SACRED. THE BIG MAC IS ONE OF THEM.ADDING BACON TO THE RECIPE WASN'T JUST A PRODUCT LAUNCH. IT WAS A CULTURAL PROVOCATION.
IS IT STILL A BIG MAC? WE DIDN'T ANSWER THAT. WE TURNED THE QUESTION INTO A CAMPAIGN.THE DECISION WAS UP TO THE FANS. McDONALD'S OWN
INFLUENCER TEAM FUELED THE DEBATE ACROSS TWITTER, INSTAGRAM AND FACEBOOK. BRAZIL WOULDN'T STOP TALKING ABOUT IT.
12 DAYS TRENDING. TURNING A BURGER LAUNCH INTO A NATIONAL DEBATE ON SOCIAL MEDIA.


















+ BMG BACK HER
BMG BANK  
ROLE: CREATIVE DIRECTOR

FOR 42 YEARS, WOMEN WERE LEGALLY PROHIBITED FROM PLAYING SOCCER IN BRAZIL.THE LAW CHANGED. THE INVESTMENT DIDN'T.BMG DECIDED IT WAS TIME TO CHANGE THAT. FOR REAL. THE FIRST CARD EXCLUSIVELY FOR WOMEN'S SOCCER TRANSFORMED A REAL PROBLEM INTO AN OPPORTUNITY TO GENERATE CONVERSATION ABOUT THE CAMPAIGN: THOUSANDS OF CUSTOMERS WEREN'T USING THEIR CASHBACK. SO, WE TRANSFORMED UNUSED MONEY INTO SOMETHING THAT REALLY MATTERS. CUSTOMERS WERE INVITED TO DONATE THEIR CASHBACK TO NGOS THAT FIND AND DEVELOP THE NEXT GENERATION OF FEMALE PLAYERS.CASHBACK THAT CREATES CAREERS.







VAR
+ BMG BANK
Bmg bank is the largest sponsor of Brazilian soccer teams. The bank sponsors men's and women's soccer for Corinthians,
Clube Atletico Mineiro, Vasco da Gama, Barcelona and Ceará.  Have fun like we had making these two exclusive card campaigns for the sponsored teams.
















Kraft Heinz
Heinz changed its mayonnaise recipe. Now made with free-range eggs. A better ingredient deserved a different kind of launch.
So instead of a product demo, we told a love story. An unusual romance announcing that even the most traditional recipe can evolve.







HYUNDAI. NEW HB20.
The relaunch campaign of the HB20, one of Brazil's most iconic cars, was built around a single idea: "Boldness changes everything." What started as a TV commercial became the most viewed
ad in the country. Built as a social-first story, the film led the YouTube Ads Leaderboard and expanded across digital platforms, proving that bold ideas can relaunch icons.






HYUNDAI
The Hyundai Creta 2020's campaign defined a new erain the brand communication. 
It launchedin Brazil the new global positioning. The Quality Time.





EMS PHARMACEUTICAL
74% of Brazilians struggle with insomnia. For the launch of EMS’s platform, Brazil’s largest pharmaceutical company, we created a film that didn’t promote any medication. 
Because that’s not allowed. What is allowed? Inviting people to access a platform that teaches them how to sleep better.





+@galeriaderacistas 

A nationwide mapping of public monuments honoring enslavers, colonizers, and bandeirantes across Brazil. The project combined historical research with digital activism, mobilizing a network of Black historians and resulting in an academic dossier co-produced with New York University, a Federal Bill currently in Congress (PL 5296/2020), and a Municipal Law approved by Rio de Janeiro's City Council in 2023, then revoked two months later, proving that some monuments make people more uncomfortable than others. Over 150 monuments mapped across 24 Brazilian states. Each post included the exact GPS coordinates of the monument, allowing anyone in the world to locate and witness it via Google Maps.

Available on Amazon, Mercado Livre and Google Books. Get yours.













GUSTAVO COSTA IS A SENIOR COPYWRITER AT @DROGA5SP AND PREVIOUSLY CREATIVE DIRECTOR AT FBIZ WPP COMPANY, WITH 15+ YEARS BUILDING WORK THAT MOVES CULTURE, FROM GLOBAL AUTOMOTIVE AND FMCG TO FINANCIAL SERVICES AND HEALTHCARE.HE HAS LED AWARD-WINNING CAMPAIGNS FOR HYUNDAI, McDONALD'S, KRAFT HEINZ, EMS PHARMA, BRAHMA, ITAÚ AND OTHERS, ACROSS AFRICA/DDB, DPZ&T, WUNDERMAN THOMPSON, MULLENLOWE, INNOCEAN, THE&PARTNERSHIP LONDON AND F.BIZ.
AWARDED AT ONE SHOW, ADC, EL OJO, W3, COMMUNICATION ARTS AND LUSOS.

LET'S TALK. +55 11 97149 3068