Awards
Cannes Lions - Outdoor - Silver (McDonald's Instagram Menu - 2018)
Cannes Lions - Outdoor - Bronze (McDonald's Instagram Menu - 2018)
Cannes Lions - Direct - Bronze (McDonald's Instagram Menu - 2018)
Cannes Lions - Creative Data - Shortlist (McDonald's Instagram Menu - 2018)
El Ojo - Outdoor - Silver (McDonald's Instagram Menu - 2018)
El Ojo - Design - Bronze (McDonald's Instagram Menu - 2018)
El Ojo - Activation - Bronze (McDonald's Instagram Menu - 2018)
Clio Awards Billboard - Bronze (McDonald's Instagram Menu - 2018)
Agency: DM9DDB
Client: McDonald’s
Creative VP: Adriano Alarcon
Head of Content: Mariana Manso
Art Director: Markão Serra
Copywriters: Marcos Alves, Martina Martinez
Content Coordinator: Pedro Baptista
Community Manager: Sabrina Bernardini
We changed our labels to help change people's behavior.
For the first time in history, Ambev Brewery, the Brazilian affiliate of Anheuser-Busch InBev, brought together all of its beer brands to spread a message in favor of smart drinking.
The campaign invites consumers to reflect and make smart choices after the consumption of alcohol, such as never driving. In a fun mood, the ads show the beer logos with their letters slightly scrambled around, provoking the thought that sometimes when you drink things seem to be in order at a first glance, but in reality they’re not.
With national coverage, the campaign was launched last sunday, April 28, before and during the broadcast of the first round of Campeonato Brasileiro (the national brazilian football championship). Without further explanation, the traditional inserts of Brahma, one of Brazil’s most popular beers, were changed to “Bhamra”.
The goal was to cause surprise among those watching the game, and start speculation on why the logos were switched. At the same time, other Ambev brands such as Budweiser, Stella Artois, Skol and Antarctica changed their social media profile picture sand covers on social media by logos with changed letters, raising questions among their followers. The true reason behind the whole stunt was revealed the following day, through popular social media channels, print, PR and OOH media.
Dirnk Repsnosilby
CCO: Guilherme Jahara
Creative Director: Marcio Juniot
Creatives: Alexandre Freire, Guilherme Jahara, Maicon Pinheiro, Marcio Juniot, Mariana Manso, Xan Arakawa
Everybody Loves Refill
Agency: DM9DDB
Client: McDonald’s
Creative VP: Adriano Alarcon
Head of Content: Mariana Manso
Art Director: Markão Serra
Copywriter: Marcos Alves
Community Manager: Sabrina Bernardini
CCO: Guilherme Jahara
Creative VP: Adriano Alarcon
Head of Content: Mariana Manso
Copywriter: Rafael Britzki
Art Director: Rodrigo Soares
JOHNSON’S®, the iconic baby and child care brand, presents a historic global transformation with a new purpose and portfolio for 2019. To enhance the ‘Choose Gentle’ brand positioning, we invited everyone to reflect on births.
We created a special campaign that symbolizes the birth of 2019 and the rebirth of the brand: the turn of the year.
The first phase of the strategy started in the second half of December, when the pregnancy was approached, with the expectation of the arrival of a baby, alluding to this same feeling that also involves waiting for a new year.
On the first day of the year, packed by Freddie Mercury's iconic song "I was born to love you", the public followed the birth of these children, with gentleness taking over the hearts of parents.
Agency: DM9DDB
Client: Johnson&Johnson
Creative VP: Adriano Alarcon, Paulo Coelho
Creative Director: Ana Castelo Branco, Valdir Bianchi, Aaron Sutton
Creative: André Dalmédico, Mário Lins, Ricardo Sarno, Sergio Barros, Vitor Medrado
Head of Content: Mariana Manso
Art Director: Luti Nobre
Community Manager: Sabrina Bernardini
Social Content: Rhaíssa Bueno, Amanda Rodrigues
Even with a strong production, the Brazilian audiovisual sector is still viewed with distrust by the general public. In order to demystify this image, we’ve created a 100% digital campaign to break down prejudice of the national works and highlight their potential.
We created five films, one for each category: “audiovisual” in general, movies, tv series, games and animation. In the films, actors embody the most widespread clichés about each of the themes. While this speech is presented, screens contrast the weak arguments with headlines from the main world newspapers and scenes that demonstrate the immense potential of the Brazilian audiovisual sector.
Not every mother wants to get home appliance,
kitchen gadgets or the ever-present Mother's Day rose.
To show that they also like beer, Ambev has created the #TrocaPorCerveja [#ExchangeForBeer] campaign - an activation to celebrate Mother's Day that gave them the chance to exchange those usual and boring gifts they did not enjoy for brewing kits.
The action was unveiled through a teaser on all brand networks that drew mothers to a stand at a shopping mall. There, mothers had the chance to exchange their gifts for beer kits, according to the value of each gifts.
Each kit consisted of 6 beers of different styles and flavors.
All Mother's Day gifts collected at the stand were donated to a charity institute "Clube das Mães do Brasil"
- a non-governmental organization focused on helping socially vulnerable people and homeless.
Agency: DM9DDB
Client: Ambev
Head of Content: Mariana Manso
Content Coordinator: Raphael Neves
Art Director: Daniel Tolentino
Copywriter: Rafael Alves
Community Manager: Amanda Rodrigues
The Minions invaded McDonald's social networks to communicate the new Happy Meal toys and the Minions Fries and Caldo&Freddo products. The characters took over the official McDonald's networks, such as Facebook, Twitter and Instagram and everything that was published since that day was in their language: The Minionese.
The case study is in portuguese, but there are english subtitles available.
Just click on the "cc" button on YouTube :)
Agency: DM9DDB
Client: Ambev + Reserva
Head of Content: Mariana Manso
Content Coordinator: Raphael Neves
Art Director: Daniel Tolentino
Copywriter: Rafael Alves
How to draw attention when everyone is saying the same thing?
To communicate the McDonald's promotion on Black Friday, we created a different day:
The Black FRYday. That's right, with a Y.
The campaign was launched with an internet video that alluded
to the old retail TV formats, with quick phrases and lots of explosions.
The video announced that during that week, everyone who bought any McMenu Meal
with side French Fries or a single medium one, earned a French Fries refill. Delicious, right?
Agency: DM9DDB
Client: McDonald’s
Creative VP: Eduardo Battiston
Creative Director: Adriano Alarcon
Head of Content: Mariana Manso
Content Coordinator: Pedro Baptista
Art Director: Markão Serra
Copywriter: Marcos Alves
Community Manager: Sabrina Bernardini
To launch the new Lipton Green Tea, we created interactive content on Facebook and Instagram. A series of videos that surprised people by "invading" the timeline and bringing more refreshment to day-to-day breaks.
To complete the campaign, we've created a series of simple
and delicious recipes with the new product.
Agency: DM9DDB
Client: Lipton Ice Tea (Ambev)
Head of Content: Mariana Manso
Content Coordinator: Raphael Neves
Community Manager: Rhaíssa Bueno
Art Director: Daniel Tolentino, Robert Ijiro
Copywriter: Rafael Alves
To celebrate the 2016 Rio Olympics, we created exclusive content for McDonald’s Instagram: a series of illustrations that combined summer sports with the delicious McFries.
Agency: DM9DDB
Client: McDonald’s
Content Coordinator: Mariana Manso e Pedro Baptista
Art Director and Illustrator: Danilo Limas
Achiropita is a traditional street festival in São Paulo. It happens for almost 100 years and celebrates the Italian culture in an iconic neighborhood.
Like every Italian party, what can not be missed is good food. Dozens of tents and trucks scattered around the streets. And H2OH!, as an ambassador of street food, couldn’t be missed and had it’s own stand with delicious food.
To attract people to the event and convey the feeling of being there, we created a mobile first-person video with a digital narrative. Check it out!
In Brazil we have a very peculiar expression: to stick the foot in the jackfruit.
Yes, that's right. It’s a popular term that means committing excesses, exceeding limits.
Usually associated with the habit of overeating.
And that was the concept of the new H2OH campaign: "you don’t have to exceed your limits to drink a delicious drink" - something like that!
And to launch the campaign movie on the digital platforms, we took a very special day on the calendar, worldwide known for tricks and pranks: April Fool's Day
The first step of the campaign was launched on social networks: a photo of a jackfruit and the copy “Something new is coming.
Does anyone risk a guess?" It was not long before the first speculations came: would H2OH! be launching the jackfruit flavor?
Following, several influencers received a special gift: a wooden box with a huge jackfruit and H2OH! bottles of different flavors.
The kit came with a note saying "This jackfruit is for you. There’s something new coming soon".
In just a few hours the internet stopped to discuss about the possibility of H2OH! really launching such a weird and quirky soda taste.
Some defended the innovation and others were eve angry with such strangeness. Regardless, everyone was talking about our jackfruit.
A few days later, on the campaign's film launch day, all the participant influencers revealed the story's ending: Happy April's Fools!
H2OH! will not launch a jaca flavor. The fruit is just to remind that no one needs to exaggerate to taste a delicious drink.
Only H2OH! has the strong flavor and lightness in the right balance.
Agency: DM9DDB
Client: H2OH! (Ambev)
Creative Director: Adriano Alarcon
Head of Content: Filipe Botton
Content Coordinator: Mariana Manso
Copywriter: Rhaíssa Bueno
Art Director: Daniel Tolentino
