Creative Associate Manager
& Creative Leader at @droga5sp
& Creative Leader at @droga5sp
+ BELL'S BANDANA
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: ASSOCIANTE MANAGER CREATIVE
OIL TOYS PROTEST
350 org
350 org
In 2019, more than two thousand kilometers of Brazilian beaches were covered by oil during the country’s largest environmental disaster,
the 2019 Brazil oil spill. While volunteers tried to clean the beaches, authorities responded with jokes. If the tragedy
was being treated like a joke, we answered using the same language.We transformed the oil spill into toys. Dolls, trucks and beach toys
were covered in oil, turning familiar childhood objects into disturbing symbols of the disaster. The images spread across social media and environmental platforms, transforming toys into a visual protest against one of Brazil’s worst ecological tragedies.
the 2019 Brazil oil spill. While volunteers tried to clean the beaches, authorities responded with jokes. If the tragedy
was being treated like a joke, we answered using the same language.We transformed the oil spill into toys. Dolls, trucks and beach toys
were covered in oil, turning familiar childhood objects into disturbing symbols of the disaster. The images spread across social media and environmental platforms, transforming toys into a visual protest against one of Brazil’s worst ecological tragedies.
McDonald's * Méqui
Some products are sacred. The Big Mac is one of them. So when McDonald’s added bacon to the recipe, a cultural tension appeared.
Is it still a Big Mac? Or not?
Instead of answering the question, we turned the debate into the campaign. Interactive billboards invited people to vote.
Lenticular posters changed depending on where you stood.
#ÉBigMac
#NãoÉBigMac
Turning a burger launch into a national cultural discussion.
+ 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.
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 Creative Associate Manager & Creative Leader at @droga5sp 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 4x Lusos.
Let's talk. +55 11 97149 3068