Hi, my name is Leonardo Marçal - better known as Léo - and I am a creative copywriter. I was born and raised in Vila Isabel (the cradle of Samba and home of the Maracanã Stadium), Rio de Janeiro, and graduated in Advertising at the Federal Fluminense University (UFF).

In 2008 I moved to São Paulo and since then I’ve worked with a lot of talented people in some cool agencies like DPZ&T (Publicis Group), Lew’LaraTBWA, Africa (DDB Group), Talent Marcel (Publicis Group) and FCB Brasil. During this time I’ve had the opportunity to work with brands like Nissan, Mitsubishi Motors, Vivo (Telefonica Group), Brahma Beer (AB Inbev), Budweiser, SKY (DirecTV Group), NIVEA, Nestlé, LibertyMondelez, Uber, ESPN and Santander, and I've been lucky enough to have my work recognized with some industry awards  and publications like Cannes Lions, D&AD, London International Awards,NY Festivals, CCSP (Brazilian Creative Club), Effie, Wave, Lürzer's Archive, among others.

+55 11 98792 3907





_the platform:

According to a study by FGV/DAPP, around 20% of all discussions about politics on social networks in Brazil are instigated by bots.

These malicious political bots impersonate real users, posting and interacting profusely with tweets that further their causes, thereby creating an artificial engagement.

This makes sure that a certain theme - often supported by Fake News - reaches a growing number of people and gains relevance.

That’s why, by mixing an algorithm with the Twitter’s Streaming API, Congresso em Foco, one of Brazil’s most influential political journals,  developed a platform, where on a daily basis, users could follow and compare the candidates and political subjects most tweeted by these bots and their response to every new significant event related to the election, up to election day.


_events timeline:

Thanks to real-time data, instead of just explaining how the political manipulation on social media works, we showed it while it was happening. People could understand how daily events related to the election and candidates were being used by bots to shape their opinions on social networks.


These data could be visualized in real time on our platform, and the highlights were turned into daily shareable cards, in which the activity tracked was summarized, in order to facilitate the understanding for social networks’ audiences.

+daily shareable cards with the analyzed data:

// Cannes Lions 2019 . Digital Craft - Bronze
// Ad Stars 2019 . Data Insights - Gold
// Ad Stars 2019 . Mobile - Silver
// Lürzer's Archive Vol.3/2019

// Wave Festival 2019 . Digital Craft - Silver
D&AD 2019 . Digital Marketing . Creative Use of Technology . Shortlist

// NY Festivals 2019 . Digital/Mobile - Finalist
NY Festivals 2019 . Avant-Garde/Innovative: Use of Data - Shortlist

// One Show 2019 . Mobile - Shortlist
// One Show 2019 . Creative Use of Data - Shortlist

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Who never got a little bit angry with some silly things in our creative routine? To announce the Brazil's 44th Creative Club Annual we tackled this very common issue during the creative process: anger.

Great ideas usually make people go mad. Mad because they didn't think of it before or just because new things are disturbing. But there's a lot of anger in the process before we come up with an idea that makes people go mad.

"You get really mad until you get an idea that makes people go mad."

_main film:

_social films:

Pet peeves are kind of part of our job. But they make us angry. Very angry. So, we used some of these to call for entries for Brazil's 44th Creative Club Annual on social media.


"The perfect font that doesn’t have special characters."

"That workmate that reads over your shoulder."

"Look, I’m gonna give you a bad example."

"When they think your screen is touch."

"When it just sounds better in a foreign language."