https://leonardomarcal.com The Leonardo Marçal You're Looking For // Senior Creative CW Thu, 28 Aug 2025 18:03:55 +0000 https://leonardomarcal.com en https://leonardomarcal.com/Uber-Eats-Goya-No-Gyoza-Yes Thu, 28 Aug 2025 18:03:55 +0000 The Leonardo Marçal You're Looking For // Senior Creative CW https://leonardomarcal.com/Uber-Eats-Goya-No-Gyoza-Yes Uber Eats //Goya No. Gyoza Yes.// — Uber Eats goes far beyond food: through the app you can order just about anything. Well, almost anything. And we believe that this ‘almost almost anything’ is exactly the sweet spot. Because while it may seem like being able to order absolutely anything would solve all our problems, the truth is we don’t control everything and sometimes things don’t turn out the way we expect. Building on the global platform “Get Almost Almost Anything,” we created a brand campaign 100% tailored to the Spanish audience, full of storytelling and cultural references, ranging from the Goya Awards (the Spanish Oscars) and Goya’s paintings to the infamous failed restoration of the Ecce Homo in Borja, and even the instant classic “Montoya, por favor!”.&nbsp;And to top it off, starring one of Spain’s most beloved and iconic figures: Antonio Banderas. _the main film: <img width="2374" height="1080" width_o="2374" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d6f93a7eb4ca75c05e4127d63b0ab4549466da4558f182987b72e7bfca5c7c86/Uber_GAAA2.0_AB_01.png" data-mid="237940273" border="0" src="https://freight.cargo.site/w/1000/i/d6f93a7eb4ca75c05e4127d63b0ab4549466da4558f182987b72e7bfca5c7c86/Uber_GAAA2.0_AB_01.png" /> <img width="2374" height="1080" width_o="2374" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3c8d9296a0b1592d4a8025fac6afcf0fad29d43022a7c5650572610adf85c7f3/Uber_GAAA2.0_AB_07.png" data-mid="237940274" border="0" src="https://freight.cargo.site/w/1000/i/3c8d9296a0b1592d4a8025fac6afcf0fad29d43022a7c5650572610adf85c7f3/Uber_GAAA2.0_AB_07.png" /> <img width="2374" height="1080" width_o="2374" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7d0af9b432668d403e114944f843df0d7b7cff4f7e5743643eae852faf7252a7/Uber_GAAA2.0_AB_08.png" data-mid="237940275" border="0" src="https://freight.cargo.site/w/1000/i/7d0af9b432668d403e114944f843df0d7b7cff4f7e5743643eae852faf7252a7/Uber_GAAA2.0_AB_08.png" /> <img width="2374" height="1080" width_o="2374" height_o="1080" data-src="https://freight.cargo.site/t/original/i/18a606a4f90020be42db9a87bda641af2d094c245c7d2622fa61bd80968172e2/Uber_GAAA2.0_AB_09.png" data-mid="237940278" border="0" src="https://freight.cargo.site/w/1000/i/18a606a4f90020be42db9a87bda641af2d094c245c7d2622fa61bd80968172e2/Uber_GAAA2.0_AB_09.png" /> <img width="2374" height="1080" width_o="2374" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6d66b42c7ccb2a8b5e11ffb3cec1b736f89994fa845f9e90c443aa8cbf1aa92e/Uber_GAAA2.0_AB_10.png" data-mid="237940277" border="0" src="https://freight.cargo.site/w/1000/i/6d66b42c7ccb2a8b5e11ffb3cec1b736f89994fa845f9e90c443aa8cbf1aa92e/Uber_GAAA2.0_AB_10.png" /> <img width="2374" height="1080" width_o="2374" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7ff47c03f99f651949cb889e6220348e70595d40c1a85895307cae5e17d52556/Uber_GAAA2.0_AB_12.png" data-mid="237940276" border="0" src="https://freight.cargo.site/w/1000/i/7ff47c03f99f651949cb889e6220348e70595d40c1a85895307cae5e17d52556/Uber_GAAA2.0_AB_12.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/9b9271bb29b5513aaff3819b6fc4caa7bcc5021445470e72599875a6e292c757/Uber_GoyaPaintings.png" data-mid="243742001" border="0" src="https://freight.cargo.site/w/1000/i/9b9271bb29b5513aaff3819b6fc4caa7bcc5021445470e72599875a6e292c757/Uber_GoyaPaintings.png" /> _References to Goya’s Masterpieces: In addition to Goya’s self-portrait, which naturally takes the role of protagonist in this story, the film also features several easter eggs referencing some of the artist’s most famous works, such as The Dog, Self-Portrait at the Easel, The Burial of the Sardine, The Third of May 1808, and La Maja Desnuda. <img width="1920" height="2400" width_o="1920" height_o="2400" data-src="https://freight.cargo.site/t/original/i/16a36ff73c299f93eb6b736e09e1571eaaf28d994299d3ca20bbe0e25cffad87/Art_Refs-1.png" data-mid="238607776" border="0" src="https://freight.cargo.site/w/1000/i/16a36ff73c299f93eb6b736e09e1571eaaf28d994299d3ca20bbe0e25cffad87/Art_Refs-1.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/280946f003ca717c13347ab87d6ea20a5611e9a249811130a50bce93d9058e10/PR_BOARD_v2.png" data-mid="238562840" border="0" src="https://freight.cargo.site/w/1000/i/280946f003ca717c13347ab87d6ea20a5611e9a249811130a50bce93d9058e10/PR_BOARD_v2.png" /> What was meant to be just a series of Easter eggs designed to engage the most attentive Goya fans ended up being so talked about by the public during the campaign’s launch week that it became the subject of completely organic content posted on the social media of both the Goya Museum and the Royal Academy of Fine Arts of Spain — the school where Goya studied. <img width="1746" height="588" width_o="1746" height_o="588" data-src="https://freight.cargo.site/t/original/i/a7856af0796dc765305ae3cbb04d5738982edd414b95569a36f56cd0e727a7f4/Screenshot-2025-09-19-at-12.30.54.png" data-mid="238425763" border="0" src="https://freight.cargo.site/w/1000/i/a7856af0796dc765305ae3cbb04d5738982edd414b95569a36f56cd0e727a7f4/Screenshot-2025-09-19-at-12.30.54.png" /><img width="1790" height="510" width_o="1790" height_o="510" data-src="https://freight.cargo.site/t/original/i/4cae1c3de8f7b94b50138ec1142001f6ef950ace9e50f85b3cd7319ccdc8a6cb/Screenshot-2025-09-19-at-12.30.42.png" data-mid="238425764" border="0" src="https://freight.cargo.site/w/1000/i/4cae1c3de8f7b94b50138ec1142001f6ef950ace9e50f85b3cd7319ccdc8a6cb/Screenshot-2025-09-19-at-12.30.42.png" /> <img width="1364" height="1216" width_o="1364" height_o="1216" data-src="https://freight.cargo.site/t/original/i/17b536d5c99997b8d8d56fc946fa1ffa62ac6f80c265fd06341f9699b95db4ef/Screenshot-2025-09-19-at-12.39.52.png" data-mid="238426000" border="0" src="https://freight.cargo.site/w/1000/i/17b536d5c99997b8d8d56fc946fa1ffa62ac6f80c265fd06341f9699b95db4ef/Screenshot-2025-09-19-at-12.39.52.png" />Goya never stops inspiring. The new campaign from @ubereats_es featuring @antoniobanderas is a true gem: the references to Goya’s universe are so carefully crafted that they breathe new life into his art in a contemporary context. The Aragonese genius continues to prove that his work is timeless and still speaks to our present. Congratulations to @ogilvyes for this magnificent execution. _the social films: Shooting with celebrities is always tricky, mainly because time on set is incredibly tight. But that didn’t mean we settled for relying only on cutdowns of the main film for social. Instead, we worked closely with the production team and the client to design a strategy that allowed us to capture extra content. The solution was to ‘stretch’ certain takes to create different narratives and, of course, have a more agile second unit always ready to jump in and film pre-planned pieces whenever the opportunity arose. _OOH: To bring the full atmosphere of Goya’s great painting heist to life, we went far beyond traditional formats and turned one of Madrid’s busiest corners into a crime scene, featuring a 3D-applied canvas and fingerprints made with blacklight-reactive paint. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ed6bc9ec82c9408c55d5367862ee513e31d07cce6a497ff34592e082fe2c273a/Lona_01_v2.png" data-mid="238567817" border="0" src="https://freight.cargo.site/w/1000/i/ed6bc9ec82c9408c55d5367862ee513e31d07cce6a497ff34592e082fe2c273a/Lona_01_v2.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5a9a868412643cd81993b2ba2131b3b4ab41991e613c8a752aa0a4d5bc8a2516/Lona_03.png" data-mid="238509477" border="0" src="https://freight.cargo.site/w/1000/i/5a9a868412643cd81993b2ba2131b3b4ab41991e613c8a752aa0a4d5bc8a2516/Lona_03.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/86303c20417248a83815b6f0f76397032753737757c53151eb13a26419dc185f/Lona_02.png" data-mid="238509479" border="0" src="https://freight.cargo.site/w/1000/i/86303c20417248a83815b6f0f76397032753737757c53151eb13a26419dc185f/Lona_02.png" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/9b25572560df3db12279b74a0c16c61d8fde5c1ca8095fb7588272730c9385e2/ezgif-3d3deb71988402.gif" data-mid="239232920" border="0" src="https://freight.cargo.site/w/800/i/9b25572560df3db12279b74a0c16c61d8fde5c1ca8095fb7588272730c9385e2/ezgif-3d3deb71988402.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/32e4de92c88bd85bafb3264ec292b4fde612418e6d3a51d8c61fbd159b8564b0/Lona_04-1.png" data-mid="239231553" border="0" src="https://freight.cargo.site/w/1000/i/32e4de92c88bd85bafb3264ec292b4fde612418e6d3a51d8c61fbd159b8564b0/Lona_04-1.png" /> _Goya Metro Station: Goya Station is one of the busiest in the Madrid Metro and is home to several of the artist’s works. That’s why, to launch the campaign, we took over the entire station with a variety of striking formats: from fully wrapped corridors to lenticular pieces that revealed the transformation of Goya’s self-portrait into Banderas’ Ecce Homo. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2060ad703663918f395ee8af45bfe4d6eeea7168f1c545bc0b29c4e011d49f25/GOYA_METRO.png" data-mid="239795304" border="0" src="https://freight.cargo.site/w/1000/i/2060ad703663918f395ee8af45bfe4d6eeea7168f1c545bc0b29c4e011d49f25/GOYA_METRO.png" /> <img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/2770138daf593bb02e380e94c7dd18b3ca7fa1da92cb1888442c03377fb2ad84/ezgif-497dc48ad78c82.gif" data-mid="239235060" border="0" src="https://freight.cargo.site/w/1000/i/2770138daf593bb02e380e94c7dd18b3ca7fa1da92cb1888442c03377fb2ad84/ezgif-497dc48ad78c82.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/787420ea1cc5bd3fc75d3d536f1c57ae3dc9c06492f5c1461c32a0b40e656a49/ezgif-83136c73d7d6d0-1.gif" data-mid="239055145" border="0" src="https://freight.cargo.site/w/800/i/787420ea1cc5bd3fc75d3d536f1c57ae3dc9c06492f5c1461c32a0b40e656a49/ezgif-83136c73d7d6d0-1.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/36aaf6766c7dbc68335d2e75c2f06873f15cf6f823ba5a6fa946463d0e374402/ezgif-56141b38fbca4a.gif" data-mid="238947671" border="0" src="https://freight.cargo.site/w/800/i/36aaf6766c7dbc68335d2e75c2f06873f15cf6f823ba5a6fa946463d0e374402/ezgif-56141b38fbca4a.gif" /> <img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/a711013713f6b6173382958628a659075486fc82171dcdc842beb79f1e521d62/Uber-Eats-ENLACE-FELIPE-II-A-L02-Y-4-3.JPG" data-mid="240123467" border="0" src="https://freight.cargo.site/w/1000/i/a711013713f6b6173382958628a659075486fc82171dcdc842beb79f1e521d62/Uber-Eats-ENLACE-FELIPE-II-A-L02-Y-4-3.JPG" />A list of all Goya’s works you can’t order on Uber Eats. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/da947c40e70f37e1a7ce84cc668c14e31aefb3de8611a778035ebe0ceef1262e/makingof_02.png" data-mid="238947679" border="0" src="https://freight.cargo.site/w/1000/i/da947c40e70f37e1a7ce84cc668c14e31aefb3de8611a778035ebe0ceef1262e/makingof_02.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ac9cd35eea583f60848e309f372fbd8c8c4a7dcd5d1bc43d19e6140e7316bc0c/makingof_01.png" data-mid="238947681" border="0" src="https://freight.cargo.site/w/1000/i/ac9cd35eea583f60848e309f372fbd8c8c4a7dcd5d1bc43d19e6140e7316bc0c/makingof_01.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/655e07a07b7f18f6875a7e117329bef837605ad3559a5ce0896fdbeb29d7c3f3/makingof_03-1.png" data-mid="238947682" border="0" src="https://freight.cargo.site/w/1000/i/655e07a07b7f18f6875a7e117329bef837605ad3559a5ce0896fdbeb29d7c3f3/makingof_03-1.png" /> // Lürzer's Archive . 2025 / Issue 231 // Premios Shot 2026 . Votación del Público - Gold https://leonardomarcal.com/Uber-Eats-Get-Almost-Almost-Anything Thu, 28 Aug 2025 16:48:59 +0000 The Leonardo Marçal You're Looking For // Senior Creative CW https://leonardomarcal.com/Uber-Eats-Get-Almost-Almost-Anything Uber Eats //Get Almost Almost Anything// — As the name might suggest, Uber Eats isn’t just about food. It’s way more than that. In fact, you can order almost anything through the app — from Asian cuisine to video games. That’s why our task wasn’t just to adapt the global platform “Get Almost Almost Everything” by creating new wordplays, but to make it truly relevant for the Spanish audience, both through situations and products. After all, Spain is one of the few markets where Uber Eats is not the leader, but the runner-up, right behind a local competitor. _the films: Caesar No. Caesar Salad Yes. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b6c367224e6a096fd854a8a065522e6fef3b2c2144d533ce6e1c7121d30b0ff7/05Filme_01.png" data-mid="238015148" border="0" src="https://freight.cargo.site/w/1000/i/b6c367224e6a096fd854a8a065522e6fef3b2c2144d533ce6e1c7121d30b0ff7/05Filme_01.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/958df950e29a9eaf0b99d3f98c42d319cd1a803384d4d48c350ecb8b79ea3b1b/05Filme_02.png" data-mid="238015149" border="0" src="https://freight.cargo.site/w/1000/i/958df950e29a9eaf0b99d3f98c42d319cd1a803384d4d48c350ecb8b79ea3b1b/05Filme_02.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1179c6fae4787c24aabfd16aa6db99a01b1aafbaea614f593c013affd08e5bea/05Filme_03.png" data-mid="238015150" border="0" src="https://freight.cargo.site/w/1000/i/1179c6fae4787c24aabfd16aa6db99a01b1aafbaea614f593c013affd08e5bea/05Filme_03.png" /> Space Capsule No. Coffee Capsule Yes. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0e59297643463512fd7c750fbc69b0ead93c30f00d7b04573aa7d67ae054d0b2/01Filme_03.png" data-mid="243119003" border="0" src="https://freight.cargo.site/w/1000/i/0e59297643463512fd7c750fbc69b0ead93c30f00d7b04573aa7d67ae054d0b2/01Filme_03.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/832cc4a2e44c1c0b001f359db66a189d39b841f850c8cb873fd8b732913ca7fd/01Filme_04.png" data-mid="243119002" border="0" src="https://freight.cargo.site/w/1000/i/832cc4a2e44c1c0b001f359db66a189d39b841f850c8cb873fd8b732913ca7fd/01Filme_04.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ecfbfca093502697c18c95134ed788f99cd09f0b776cab336565486e9a9d592a/01Filme_02.png" data-mid="243119004" border="0" src="https://freight.cargo.site/w/1000/i/ecfbfca093502697c18c95134ed788f99cd09f0b776cab336565486e9a9d592a/01Filme_02.png" /> Shepherd No. Shepherd‘s Tacos Yes. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a67819b4d2e8700ea8b471bf0abf380163282679a5be178e9281f65768da854e/06Filme_001.png" data-mid="238015163" border="0" src="https://freight.cargo.site/w/1000/i/a67819b4d2e8700ea8b471bf0abf380163282679a5be178e9281f65768da854e/06Filme_001.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a74b3de125fd556f885d4cf50cf21d2b65c88918dd96abca95256b012498a379/06Filme_002.png" data-mid="238015164" border="0" src="https://freight.cargo.site/w/1000/i/a74b3de125fd556f885d4cf50cf21d2b65c88918dd96abca95256b012498a379/06Filme_002.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6f0dd01a32a2b350bc53679ef6e4bed94fbb5460579e468196295122712f5496/06Filme_003.png" data-mid="238015165" border="0" src="https://freight.cargo.site/w/1000/i/6f0dd01a32a2b350bc53679ef6e4bed94fbb5460579e468196295122712f5496/06Filme_003.png" /> Prince No. Prince Cookies Yes. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/597ff068480c6565afaec65221400b1b360589594b54927aa7f1436aa1e9bbfd/07Filme_01.png" data-mid="238015334" border="0" src="https://freight.cargo.site/w/1000/i/597ff068480c6565afaec65221400b1b360589594b54927aa7f1436aa1e9bbfd/07Filme_01.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3bfe7917473594b95ec4fd73c4ca2acf0d40c3f6620d3b2d893358991b4922a9/07Filme_02.png" data-mid="238015335" border="0" src="https://freight.cargo.site/w/1000/i/3bfe7917473594b95ec4fd73c4ca2acf0d40c3f6620d3b2d893358991b4922a9/07Filme_02.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/77d48887f1b5bce1314cbe7ae2bad52050e0f6259e44ef9252719f1d79804156/07Filme_03.png" data-mid="238015336" border="0" src="https://freight.cargo.site/w/1000/i/77d48887f1b5bce1314cbe7ae2bad52050e0f6259e44ef9252719f1d79804156/07Filme_03.png" /> Tuna No. Spicy Tuna Yes. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/442e9923507aef3650610583e5b357e52959f3b16de7bc3ad21feab02e12935c/04Filme_01-1.png" data-mid="238015379" border="0" src="https://freight.cargo.site/w/1000/i/442e9923507aef3650610583e5b357e52959f3b16de7bc3ad21feab02e12935c/04Filme_01-1.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d7926723bc389c8cd4ccc186b0e24868a4d48b610b488b0324da326331a5e219/04Filme_02.png" data-mid="238015380" border="0" src="https://freight.cargo.site/w/1000/i/d7926723bc389c8cd4ccc186b0e24868a4d48b610b488b0324da326331a5e219/04Filme_02.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/66906926fb5cdda9c5e51e9091df6f6fdce4aaa493f6d1d7b82bb299a6a530f0/04Filme_04.png" data-mid="238098274" border="0" src="https://freight.cargo.site/w/1000/i/66906926fb5cdda9c5e51e9091df6f6fdce4aaa493f6d1d7b82bb299a6a530f0/04Filme_04.png" /> Donkey No. Burrito Yes. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0a4b1005f547c7b66763a076306e0d4b0c6709b63b8bc02a61fc5de3cee14731/02Filme_02.png" data-mid="238015407" border="0" src="https://freight.cargo.site/w/1000/i/0a4b1005f547c7b66763a076306e0d4b0c6709b63b8bc02a61fc5de3cee14731/02Filme_02.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5182ba7c92cbbe36c439c2e4799fbe00a7dc00f88ef0bd1b680f0d0373529670/02Filme_01.png" data-mid="238015406" border="0" src="https://freight.cargo.site/w/1000/i/5182ba7c92cbbe36c439c2e4799fbe00a7dc00f88ef0bd1b680f0d0373529670/02Filme_01.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/419f4a26f533930eea1839b18a89fe2263434c43b54ef5b64f4438ca090a63f1/02Filme_03.png" data-mid="238015408" border="0" src="https://freight.cargo.site/w/1000/i/419f4a26f533930eea1839b18a89fe2263434c43b54ef5b64f4438ca090a63f1/02Filme_03.png" /> _OOH:The campaign also featured physical and digital OOH, showcasing dozens of playful ‘Yes/No’ examples — but with a different approach from the films: here, through images, viewers were invited to guess what they could or couldn’t find on Uber Eats. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/73510812e23593b79768dea3c48398f8553428127baebce2714d3753ee595de8/OOH_02.png" data-mid="240123119" border="0" src="https://freight.cargo.site/w/1000/i/73510812e23593b79768dea3c48398f8553428127baebce2714d3753ee595de8/OOH_02.png" /> <img width="480" height="853" width_o="480" height_o="853" data-src="https://freight.cargo.site/t/original/i/33fb54a4fc221f94b61607e0a8cea5d7720c5c7880179075b6a75dbaafeaf249/ezgif-8de141e934f7e6.gif" data-mid="239075466" border="0" src="https://freight.cargo.site/w/480/i/33fb54a4fc221f94b61607e0a8cea5d7720c5c7880179075b6a75dbaafeaf249/ezgif-8de141e934f7e6.gif" /> <img width="480" height="853" width_o="480" height_o="853" data-src="https://freight.cargo.site/t/original/i/894241e6155bff964298cbe9405f1b729918e245266fb98214851f0f82771d75/ezgif-89fa49fc696e1b.gif" data-mid="239075467" border="0" src="https://freight.cargo.site/w/480/i/894241e6155bff964298cbe9405f1b729918e245266fb98214851f0f82771d75/ezgif-89fa49fc696e1b.gif" /> <img width="480" height="853" width_o="480" height_o="853" data-src="https://freight.cargo.site/t/original/i/525aa7999ba245a04ca18707814f35473a90213c2f3d01e4e7eb1c5c475d1ba3/ezgif-8e6e2e6943e948.gif" data-mid="239075468" border="0" src="https://freight.cargo.site/w/480/i/525aa7999ba245a04ca18707814f35473a90213c2f3d01e4e7eb1c5c475d1ba3/ezgif-8e6e2e6943e948.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/180bad7a6d44706a7ddb5980bfbf2bb422f67ddae58dc56f4232ede946316eba/ezgif-8b278996966d71.gif" data-mid="239075137" border="0" src="https://freight.cargo.site/w/800/i/180bad7a6d44706a7ddb5980bfbf2bb422f67ddae58dc56f4232ede946316eba/ezgif-8b278996966d71.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/0e3843f676139084c4908b47cbd4c114e18ffa1931ec5367c350dc2926f2449a/ezgif-82dc185f310f61.gif" data-mid="239075142" border="0" src="https://freight.cargo.site/w/800/i/0e3843f676139084c4908b47cbd4c114e18ffa1931ec5367c350dc2926f2449a/ezgif-82dc185f310f61.gif" /> <img width="480" height="853" width_o="480" height_o="853" data-src="https://freight.cargo.site/t/original/i/d438539bcf02be28540b43764127c4f1e03ed69ca038e4c11b74950f2312e3fd/ezgif-8078caba8e93ac.gif" data-mid="239076346" border="0" src="https://freight.cargo.site/w/480/i/d438539bcf02be28540b43764127c4f1e03ed69ca038e4c11b74950f2312e3fd/ezgif-8078caba8e93ac.gif" /> <img width="480" height="853" width_o="480" height_o="853" data-src="https://freight.cargo.site/t/original/i/a3d826bb8e8d2f3a5d6f18032b5be437da02f3bf275993064f1a92bd8873d71a/ezgif-8e48778df7646a.gif" data-mid="239076348" border="0" src="https://freight.cargo.site/w/480/i/a3d826bb8e8d2f3a5d6f18032b5be437da02f3bf275993064f1a92bd8873d71a/ezgif-8e48778df7646a.gif" /> <img width="480" height="853" width_o="480" height_o="853" data-src="https://freight.cargo.site/t/original/i/f9723d0498dfcffd625bd03883c55121b8ca3d3eceb0c55f85873aa3325da0de/ezgif-8cd51ba24446da.gif" data-mid="239076350" border="0" src="https://freight.cargo.site/w/480/i/f9723d0498dfcffd625bd03883c55121b8ca3d3eceb0c55f85873aa3325da0de/ezgif-8cd51ba24446da.gif" /> https://leonardomarcal.com/Coke-Zero-Zero-The-Zero-Disruption-Ad Wed, 27 Aug 2025 20:21:25 +0000 The Leonardo Marçal You're Looking For // Senior Creative CW https://leonardomarcal.com/Coke-Zero-Zero-The-Zero-Disruption-Ad Coke Zero Zero //The Zero Disruption Ad// — The most-streamed track among Gen Z isn’t from Lady Gaga, Taylor Swift, or Bad Bunny - it’s white noise. Every day, it racks up over 3 million hours of listening time. Why? Because 7 in 10 young Europeans struggle with some form of sleep disorder, and white noise has become one of their go-to solutions for drifting off. But here’s the twist: 56% of Gen Z uses ad-supported streaming services, so just as they’re finally relaxing... BOOM! An ad jolts them awake, throwing their entire sleep cycle off track. That’s why we teamed up with a sound specialist to create our very own white noise - inspired by one of Coca-Cola’s most iconic sounds: the fizz. That soothing, familiar sizzle became the heart of our campaign. So when our ad plays between white noise tracks, it blends right in. No disruption, just continuation. _the idea: <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/08ca86719a2be4d72419b969b606347771361e255c54a4d9fdc2e17b7728caf9/01.gif" data-mid="243574952" border="0" src="https://freight.cargo.site/w/800/i/08ca86719a2be4d72419b969b606347771361e255c54a4d9fdc2e17b7728caf9/01.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/418d7d677615fe1ed2d2013aa0951d6e9c173c5aa87567528f4366b8b33004fd/02.gif" data-mid="243574956" border="0" src="https://freight.cargo.site/w/800/i/418d7d677615fe1ed2d2013aa0951d6e9c173c5aa87567528f4366b8b33004fd/02.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/4170a4cd29fe26164ad9a8a02f3257eb28fce743bf5da3e917b3f8aea20196d0/03.gif" data-mid="243574958" border="0" src="https://freight.cargo.site/w/800/i/4170a4cd29fe26164ad9a8a02f3257eb28fce743bf5da3e917b3f8aea20196d0/03.gif" /> _the tracks: Partnering with the sound artist and engineer&nbsp;Nico Espinoza, we’ve crafted a full playlist — over three hours long — made entirely from the colored noises found in Coca-Cola Zero Sugar Zero Caffeine. (Sorry, the playlist is currently only available in Europe. But you can listen to a shorter version&nbsp;here.) _the making of: // NY Festivals 2025 . Audio/Radio: Best Use: Streaming - Bronze https://leonardomarcal.com/Congresso-em-Foco-Journal-Trending-Botics Mon, 10 Jun 2019 18:23:37 +0000 The Leonardo Marçal You're Looking For // Senior Creative CW https://leonardomarcal.com/Congresso-em-Foco-Journal-Trending-Botics Congresso em Foco Journal //Trending Botics — 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, &nbsp;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. _the idea: <img width="2454" height="159" width_o="2454" height_o="159" data-src="https://freight.cargo.site/t/original/i/fbdb23a4363ba2a8a4b5c5446f16966dd26941af19b849127666bca1ef21e2b5/dados_v1.png" data-mid="44131185" border="0" src="https://freight.cargo.site/w/1000/i/fbdb23a4363ba2a8a4b5c5446f16966dd26941af19b849127666bca1ef21e2b5/dados_v1.png" /> <img width="1270" height="464" width_o="1270" height_o="464" data-src="https://freight.cargo.site/t/original/i/20694ab0a73aaa400272b5ed765e6be7a1072fbc19e2ae8d8f0e62189ab394c1/telas_base-limpa.gif" data-mid="215514594" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/20694ab0a73aaa400272b5ed765e6be7a1072fbc19e2ae8d8f0e62189ab394c1/telas_base-limpa.gif" /> _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. <img width="7016" height="3600" width_o="7016" height_o="3600" data-src="https://freight.cargo.site/t/original/i/bec8a47c2486f25b869488baad09d2cdb1d17041826bde693ac7bb8faa6e8ceb/linha_tempo.png" data-mid="215514646" border="0" src="https://freight.cargo.site/w/1000/i/bec8a47c2486f25b869488baad09d2cdb1d17041826bde693ac7bb8faa6e8ceb/linha_tempo.png" /> _social media: 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. <img width="11425" height="5147" width_o="11425" height_o="5147" data-src="https://freight.cargo.site/t/original/i/8cd30efde8ff92e30b3d98de46a74d0dbea5cec4fcff4fcb2a35a0ef7a7df90e/img-ref-cardsLEO.png" data-mid="44131922" border="0" src="https://freight.cargo.site/w/1000/i/8cd30efde8ff92e30b3d98de46a74d0dbea5cec4fcff4fcb2a35a0ef7a7df90e/img-ref-cardsLEO.png" /> _content: During the election period, there were more than 30 content cards summarizing the findings, ready to be shared on social networks, mainly the strongest one in Brazil when talking about the elections: Whatsapp. <img width="1920" height="1396" width_o="1920" height_o="1396" data-src="https://freight.cargo.site/t/original/i/e67114934e46fe6bd5592b6fa1706aa70172c8604acfac1ed82a544194dfe8cb/WhatsApp_Cards.png" data-mid="215551889" border="0" src="https://freight.cargo.site/w/1000/i/e67114934e46fe6bd5592b6fa1706aa70172c8604acfac1ed82a544194dfe8cb/WhatsApp_Cards.png" /> // Cannes Lions 2019 . Digital Craft - Bronze// 44th Brazilian Creative Club Annual . Digital - Bronze// 44th Brazilian Creative Club Annual . Design - In Book // Effie 2019 . Positive Impact - Shortlist // Ad Stars 2019 . Data Insights - Gold // Ad Stars 2019 . Mobile - Silver // Lürzer's Archive Vol.3/2019 // Wave Festival 2019 . Digital Craft - Silver// D&amp;AD 2019 . Digital Marketing . Creative Use of Technology . In Book// 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 https://leonardomarcal.com/Cappy-The-Citrus-Kick-Effect Tue, 30 Jul 2024 20:04:35 +0000 The Leonardo Marçal You're Looking For // Senior Creative CW https://leonardomarcal.com/Cappy-The-Citrus-Kick-Effect -Cappy //The Citrus Kick Effect//— Cappy, Europe's Minute Maid counterpart, has always been synonymous with joyous families, delightful breakfasts, and...orange juice. It was in this scenario that we should launch their new lemonade flavours and position them as the perfect company for weekday lunches. Yep, right in the moment when people turn the autopilot mode on and scroll down their phones to forget about their boring routines. But sometimes all you need to break this autopilot mode is a little push. Or a little kick.Introducing: The Citrus Kick Effect <img width="2151" height="1286" width_o="2151" height_o="1286" data-src="https://freight.cargo.site/t/original/i/e69fbef097a894e76267ad6d46f0cb7f18c3fecae74881a301401624b5339c05/Screenshot-2024-11-20-at-18.13.33.png" data-mid="222140495" border="0" src="https://freight.cargo.site/w/1000/i/e69fbef097a894e76267ad6d46f0cb7f18c3fecae74881a301401624b5339c05/Screenshot-2024-11-20-at-18.13.33.png" /> _the campaign: How far can a sip take you? Our goal here was to inspire people to break out of autopilot by inviting them to try something new, even if that "new something" was as simple as a lemonade. After all, starting small, people can make big changes to their lives.PS: since one of the campaign's KPIs was collecting first-party data, all the ads led consumers to a digital experience within the Coca-Cola Company environment. <img width="3182" height="1790" width_o="3182" height_o="1790" data-src="https://freight.cargo.site/t/original/i/73a8521673f340859d1be4d1b1a70c85fea3672738b5bff6b9b7d55ca9d946f3/02.png" data-mid="222115518" border="0" src="https://freight.cargo.site/w/1000/i/73a8521673f340859d1be4d1b1a70c85fea3672738b5bff6b9b7d55ca9d946f3/02.png" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/18adaf82c5c336f0e4086abbd74dd592989ea29b92f24f0a46594d643d7b1592/03.png" data-mid="222115519" border="0" src="https://freight.cargo.site/w/1000/i/18adaf82c5c336f0e4086abbd74dd592989ea29b92f24f0a46594d643d7b1592/03.png" /> <img width="3600" height="2400" width_o="3600" height_o="2400" data-src="https://freight.cargo.site/t/original/i/af92c1ff1900e07bfe844abd166224a3d66632ea8ec5137e8480f282e11ac10e/01.png" data-mid="222115517" border="0" src="https://freight.cargo.site/w/1000/i/af92c1ff1900e07bfe844abd166224a3d66632ea8ec5137e8480f282e11ac10e/01.png" /> _the digital experience: Then, using the zestiness of our lemonades as the starting point for a series of silly thoughts, that could lead our consumers to big things - or not - we teamed up with OpenAI to create a digital experience with unique videos to inspire them to break the autopilot. <img width="1920" height="1067" width_o="1920" height_o="1067" data-src="https://freight.cargo.site/t/original/i/0a909f0a2f9cac35665ad88122f390f2bf715c8a576332319f19bf4dd238b035/Cappy_Concept_board00-1.png" data-mid="223099603" border="0" src="https://freight.cargo.site/w/1000/i/0a909f0a2f9cac35665ad88122f390f2bf715c8a576332319f19bf4dd238b035/Cappy_Concept_board00-1.png" /> Once they embarked on the journey that began with a sip of Cappy Lemonade, all they had to do was answer a few h̶i̶g̶h̶l̶y̶ ̶s̶c̶i̶e̶n̶t̶i̶f̶i̶c̶ questions, like the ones below, and let the magic unfold. <img width="1756" height="654" width_o="1756" height_o="654" data-src="https://freight.cargo.site/t/original/i/e76f5e161f0220a87e2943205c86254f350caaf53322cd314339c3e58c161126/mobile_all.png" data-mid="223106167" border="0" src="https://freight.cargo.site/w/1000/i/e76f5e161f0220a87e2943205c86254f350caaf53322cd314339c3e58c161126/mobile_all.png" /> For the first time ever, we’ve developed an autonomous creative content tool that can whip up unique video stories every single time. Not thousands nor millions, but infinite unique stories to give our consumers a small taste of the incredible things that can happen - or not - just after a sip of Cappy Lemonade. <img width="2700" height="1688" width_o="2700" height_o="1688" data-src="https://freight.cargo.site/t/original/i/e387d2b3f4e768773a888651dd29371433b6a698925be97b7a88d060afa8486d/telass.png" data-mid="222139569" border="0" src="https://freight.cargo.site/w/1000/i/e387d2b3f4e768773a888651dd29371433b6a698925be97b7a88d060afa8486d/telass.png" /> <img width="1024" height="1024" width_o="1024" height_o="1024" data-src="https://freight.cargo.site/t/original/i/5b2817a54d18203141b7df5b0d7c278af4e5e8d978df531edb00ac815882c146/0-13.png" data-mid="223412584" border="0" src="https://freight.cargo.site/w/1000/i/5b2817a54d18203141b7df5b0d7c278af4e5e8d978df531edb00ac815882c146/0-13.png" /> <img width="1024" height="1024" width_o="1024" height_o="1024" data-src="https://freight.cargo.site/t/original/i/968c177ab5ca57ffe6d7801b6568b0c3fe35af5dc5dbf0598d4363ba421dc9ae/0-6.png" data-mid="223412585" border="0" src="https://freight.cargo.site/w/1000/i/968c177ab5ca57ffe6d7801b6568b0c3fe35af5dc5dbf0598d4363ba421dc9ae/0-6.png" /> &gt;&gt;some generated video examples https://leonardomarcal.com/Diet-Coke-Love-What-You-Love Tue, 27 Aug 2024 09:30:40 +0000 The Leonardo Marçal You're Looking For // Senior Creative CW https://leonardomarcal.com/Diet-Coke-Love-What-You-Love Diet Coke //Love What You Love — Diet Coke breaks are a beloved ritual among the brand's UK loyalists, offering a few minutes to refresh, reconnect with the things you love, and unapologetically enjoy the moment. After years of using Kate Moss in their campaigns, Diet Coke decided to put their consumers at the centre of the conversation, with stories based on what they've shared on our social media. <img width="1714" height="874" width_o="1714" height_o="874" data-src="https://freight.cargo.site/t/original/i/56e0eca1a46298748377c2a220f0ec7e26c27be3b3d2e0fe29117a156f444d50/B479529_HOG-CODC943-030_CC_40.jpg" data-mid="217024251" border="0" src="https://freight.cargo.site/w/1000/i/56e0eca1a46298748377c2a220f0ec7e26c27be3b3d2e0fe29117a156f444d50/B479529_HOG-CODC943-030_CC_40.jpg" /> <img width="1712" height="869" width_o="1712" height_o="869" data-src="https://freight.cargo.site/t/original/i/5fc520b7c599a1d612aeb8b0122878c199a177fe4db28b09656df132a2d93d7c/Stephanie.jpg" data-mid="217024252" border="0" src="https://freight.cargo.site/w/1000/i/5fc520b7c599a1d612aeb8b0122878c199a177fe4db28b09656df132a2d93d7c/Stephanie.jpg" /> <img width="2846" height="1516" width_o="2846" height_o="1516" data-src="https://freight.cargo.site/t/original/i/a623723287582279d33b95d1d69be7a290ab8c08550860cb838308c318e1b552/Screenshot-2025-08-27-at-22.58.00.png" data-mid="237561073" border="0" src="https://freight.cargo.site/w/1000/i/a623723287582279d33b95d1d69be7a290ab8c08550860cb838308c318e1b552/Screenshot-2025-08-27-at-22.58.00.png" /> _summer promo: This new season would be all about their loyalists, including the promotional Diet Coke cans, with more than 150 different names on them. <img width="1542" height="1080" width_o="1542" height_o="1080" data-src="https://freight.cargo.site/t/original/i/947a5e7420430b85bcec7385e7c26564c8509aabca8720fa287be96259dcb16b/a1.png" data-mid="217022778" border="0" src="https://freight.cargo.site/w/1000/i/947a5e7420430b85bcec7385e7c26564c8509aabca8720fa287be96259dcb16b/a1.png" /> <img width="1542" height="1080" width_o="1542" height_o="1080" data-src="https://freight.cargo.site/t/original/i/edb41a7dfa854fc97ee26552049cf8b5f362eb960185169913752ec307ee2dac/a2.png" data-mid="217022774" border="0" src="https://freight.cargo.site/w/1000/i/edb41a7dfa854fc97ee26552049cf8b5f362eb960185169913752ec307ee2dac/a2.png" /> <img width="1542" height="1080" width_o="1542" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f801abd6a0c1c0849d5cb3b0184334161ebe3f3b11f655b69f0626bae3655da7/a4.png" data-mid="217022776" border="0" src="https://freight.cargo.site/w/1000/i/f801abd6a0c1c0849d5cb3b0184334161ebe3f3b11f655b69f0626bae3655da7/a4.png" /> <img width="2466" height="1548" width_o="2466" height_o="1548" data-src="https://freight.cargo.site/t/original/i/2d54718ab65bf5cc1b4863deb42f3f81b425216699440452712a568742d16302/Screenshot-2025-08-27-at-22.59.43.png" data-mid="237561074" border="0" src="https://freight.cargo.site/w/1000/i/2d54718ab65bf5cc1b4863deb42f3f81b425216699440452712a568742d16302/Screenshot-2025-08-27-at-22.59.43.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d70319e18defa868a082eb86afbeeb4c11fb8665a0f36cc6d100791270e0bb6b/DKO_OOH_Promo00.jpg" data-mid="217313331" border="0" src="https://freight.cargo.site/w/1000/i/d70319e18defa868a082eb86afbeeb4c11fb8665a0f36cc6d100791270e0bb6b/DKO_OOH_Promo00.jpg" /> https://leonardomarcal.com/Brazilian-Creative-Club-Anger Fri, 07 Jun 2019 19:11:47 +0000 The Leonardo Marçal You're Looking For // Senior Creative CW https://leonardomarcal.com/Brazilian-Creative-Club-Anger Brazilian Creative Club //Anger —People who work in advertising usually love what they do. But like any love story, this one also walks hand in hand with anger: anger at the blank page, anger at the client’s feedback, anger at the budget and so on. All that frustration just to come up with the kind of idea that makes everyone else mad: “How didn’t I think of that first?!” To announce Brazil’s 44th Creative Club Annual, we decided to embrace a very familiar part of the creative process: anger. _tagline: &gt;&gt; You get really mad until you get an idea that makes people go mad. &lt;&lt; _main film: <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8c923f4685093524f4ea51583431499b787275e06f5ee57b5cd184bd16831814/styleFrame_01.jpg" data-mid="215516011" border="0" src="https://freight.cargo.site/w/1000/i/8c923f4685093524f4ea51583431499b787275e06f5ee57b5cd184bd16831814/styleFrame_01.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/fd79830bf46269bbdf2bb02315de792e7959eb66d762d29a509fdee776735a4c/styleFrame_02.jpg" data-mid="215516012" border="0" src="https://freight.cargo.site/w/1000/i/fd79830bf46269bbdf2bb02315de792e7959eb66d762d29a509fdee776735a4c/styleFrame_02.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c0fdf6718d1cd4bb06b361a3f27bb2f3e1517732fea5f6b72a6726e992f29db2/styleFrame_03.jpg" data-mid="215516010" border="0" src="https://freight.cargo.site/w/1000/i/c0fdf6718d1cd4bb06b361a3f27bb2f3e1517732fea5f6b72a6726e992f29db2/styleFrame_03.jpg" /> _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. &nbsp; _posters: A series of posters portraying more examples of things that make us mad during the creative process. <img width="2450" height="1498" width_o="2450" height_o="1498" data-src="https://freight.cargo.site/t/original/i/7e240e6029924f284b163a2badb6bdcdfb8ef1f7543340103eb21528fca4b26b/Screenshot-2024-07-30-at-16.24.22.png" data-mid="215516555" border="0" src="https://freight.cargo.site/w/1000/i/7e240e6029924f284b163a2badb6bdcdfb8ef1f7543340103eb21528fca4b26b/Screenshot-2024-07-30-at-16.24.22.png" /> <img width="2484" height="1502" width_o="2484" height_o="1502" data-src="https://freight.cargo.site/t/original/i/914f5b8d0f106a31bfb1c0ce8320382fda8f67edb78a9c5e54cc7484988fc501/Screenshot-2024-07-30-at-16.24.03.png" data-mid="215516554" border="0" src="https://freight.cargo.site/w/1000/i/914f5b8d0f106a31bfb1c0ce8320382fda8f67edb78a9c5e54cc7484988fc501/Screenshot-2024-07-30-at-16.24.03.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/38ddcc79592dc728d55e1cb90b200ba491b68f77054e8a4605a0e80d3e786e92/Anger_OOH_01.jpg" data-mid="215516539" border="0" src="https://freight.cargo.site/w/1000/i/38ddcc79592dc728d55e1cb90b200ba491b68f77054e8a4605a0e80d3e786e92/Anger_OOH_01.jpg" /> <img width="1920" height="754" width_o="1920" height_o="754" data-src="https://freight.cargo.site/t/original/i/9def734ec051e52d8d135dafbfa3206398d47f4d521e9a1fdabad90f02eb3863/Set_Ilustrations.gif" data-mid="215516540" border="0" src="https://freight.cargo.site/w/1000/i/9def734ec051e52d8d135dafbfa3206398d47f4d521e9a1fdabad90f02eb3863/Set_Ilustrations.gif" /> - // 45th Brazilian Creative Club Annual . TV, Cinema &amp; Other Screens - In Book https://leonardomarcal.com/7DAYS-Get-On-The-Go Wed, 04 Jan 2023 16:43:08 +0000 The Leonardo Marçal You're Looking For // Senior Creative CW https://leonardomarcal.com/7DAYS-Get-On-The-Go 7DAYS //Get On The Go — Mondelez had just acquired Chipita - a very familiar business from Greece - and its major brand 7DAYS. Alongside all its assets, 7DAYS came with a sponsorship contract of I-don't-know-how-many years for Euroleague Basketball. It was in this scenario that they gave us the following briefing: Hey team! We need an activation for EB sponsorship, which should work out for our 32 markets in Europe and last the whole season (8 months!). The budget?&nbsp; As you may guess, not thaaat big. PS: We need to use at least three players (3 hours max on the set!) PS2: The vast majority of these markets don't give a shit about basketball, so please don't put focus on it&nbsp;🙃️Our solution was to take this partnership beyond the court and the game, showing basketball as part of urban culture, part of the pace and style of the streets, always on the move, always on the go. _lauching film: As part of the campaign effort, we also should run a promotion, but as the production budget was short, the solution was to optimize the shooting of the main film as much as possible. So, during two and a half days, in parallel, we shot more than forty (that would become hundred-twenty, as days before the shooting days, we discovered that 7Days has another name and pack in two of its thirty-two markets)&nbsp;different materials: from&nbsp;social content and extra takes for the promo editings to stills for the Key Visuals. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/fcc8b842465e0a3593710effa366efe6e4eb1ee7e55719bf6a69b91e6b76be9c/Mosaic-1.jpg" data-mid="171731520" border="0" src="https://freight.cargo.site/w/1000/i/fcc8b842465e0a3593710effa366efe6e4eb1ee7e55719bf6a69b91e6b76be9c/Mosaic-1.jpg" /> _strategy:(yeah, we did not just the chart but also all the thinking behind it) <img width="4212" height="1902" width_o="4212" height_o="1902" data-src="https://freight.cargo.site/t/original/i/e8ef14724794a6b3c33997dcb6b308f45d3e4247d11259df44060cc0f951cb78/plnao.png" data-mid="171197112" border="0" src="https://freight.cargo.site/w/1000/i/e8ef14724794a6b3c33997dcb6b308f45d3e4247d11259df44060cc0f951cb78/plnao.png" /> _promo film:(one of the 29 versions, after all, each market had its own combination of prizes) _social:<img width="2560" height="1239" width_o="2560" height_o="1239" data-src="https://freight.cargo.site/t/original/i/15ce06aca6323cb3a964f065b56773b95868fb96977a4bddd980fda633020de5/aa7Days_Social_v3-scaled.png" data-mid="171731772" border="0" src="https://freight.cargo.site/w/1000/i/15ce06aca6323cb3a964f065b56773b95868fb96977a4bddd980fda633020de5/aa7Days_Social_v3-scaled.png" />And finally, everything times three&nbsp;🫠 <img width="4088" height="2200" width_o="4088" height_o="2200" data-src="https://freight.cargo.site/t/original/i/3d5f6046a9c26d7734f1834cd910ca54dc0c10078a5e84e9a4635b3ba6f67bd7/plasds.png" data-mid="171197108" border="0" src="https://freight.cargo.site/w/1000/i/3d5f6046a9c26d7734f1834cd910ca54dc0c10078a5e84e9a4635b3ba6f67bd7/plasds.png" /> https://leonardomarcal.com/SKY-TV-Zapping Fri, 31 May 2019 04:11:40 +0000 The Leonardo Marçal You're Looking For // Senior Creative CW https://leonardomarcal.com/SKY-TV-Zapping SKY //Zapping — Gisele Bundchen was the face of SKY TV in Brazil. But after a couple of years of advertising in a sitcom format, they asked for something new, more focused on highlighting the whole range of entertainment options available on SKY. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/30009bb5e297fd849bfa467fabb252d25ee37b363e11ef7e3eb5aa2387429b07/01.01.jpg" data-mid="215517568" border="0" src="https://freight.cargo.site/w/1000/i/30009bb5e297fd849bfa467fabb252d25ee37b363e11ef7e3eb5aa2387429b07/01.01.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/9838f41ba739457ae9e566ed4356b743d4048773c86f732fa9cc1b01ed5e1814/01.02.jpg" data-mid="215517569" border="0" src="https://freight.cargo.site/w/1000/i/9838f41ba739457ae9e566ed4356b743d4048773c86f732fa9cc1b01ed5e1814/01.02.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6b01db71d75069cdc188bb2221e165cb75432504a08497a3555082c32252cb43/01.03.jpg" data-mid="215517567" border="0" src="https://freight.cargo.site/w/1000/i/6b01db71d75069cdc188bb2221e165cb75432504a08497a3555082c32252cb43/01.03.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6520f2ad35323c9256437e8ebe20edf2d3f2d5e06b1cda6aee39e020ca07bc45/04.01.jpg" data-mid="215517594" border="0" src="https://freight.cargo.site/w/1000/i/6520f2ad35323c9256437e8ebe20edf2d3f2d5e06b1cda6aee39e020ca07bc45/04.01.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a036525cf33dff6043953f5aa502686a56025ccc0e120e05e3bfb673e8ecd216/04.02.jpg" data-mid="215517596" border="0" src="https://freight.cargo.site/w/1000/i/a036525cf33dff6043953f5aa502686a56025ccc0e120e05e3bfb673e8ecd216/04.02.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2052976b292bb09c9da8a41d718180f50566340cecb9516a69c086964b4e7408/04.04.jpg" data-mid="215517597" border="0" src="https://freight.cargo.site/w/1000/i/2052976b292bb09c9da8a41d718180f50566340cecb9516a69c086964b4e7408/04.04.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6e6d5114cc0f1d9eab9edb83be08aefad433995b31b9144ff960a87e248fae21/02.01.jpg" data-mid="215517694" border="0" src="https://freight.cargo.site/w/1000/i/6e6d5114cc0f1d9eab9edb83be08aefad433995b31b9144ff960a87e248fae21/02.01.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0b6500f72e0d074e026807e120d6e28cd18e9b1e229c3cc3d4ae04dfa1b4fb25/02.02.jpg" data-mid="215517695" border="0" src="https://freight.cargo.site/w/1000/i/0b6500f72e0d074e026807e120d6e28cd18e9b1e229c3cc3d4ae04dfa1b4fb25/02.02.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/77446a419596d6936694ed12e146114ff6b95879f9ceeb1fd37bf43872abd6fd/02.03.jpg" data-mid="215517696" border="0" src="https://freight.cargo.site/w/1000/i/77446a419596d6936694ed12e146114ff6b95879f9ceeb1fd37bf43872abd6fd/02.03.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/553cf14fb8954dc010f984f561195f69e069a8a626df77fc2e310051e69c5981/03.01.jpg" data-mid="215517880" border="0" src="https://freight.cargo.site/w/1000/i/553cf14fb8954dc010f984f561195f69e069a8a626df77fc2e310051e69c5981/03.01.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b00093ebf33723ba9526a7bd3b03a3349e52d86c8b58de09a2453a59cc4adb5f/03.02.jpg" data-mid="215517881" border="0" src="https://freight.cargo.site/w/1000/i/b00093ebf33723ba9526a7bd3b03a3349e52d86c8b58de09a2453a59cc4adb5f/03.02.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c31d0bdd48f690ae6635ca00bc875304aaabe3f06cd656fcc1cdcb7c47d66201/03.03.jpg" data-mid="215517882" border="0" src="https://freight.cargo.site/w/1000/i/c31d0bdd48f690ae6635ca00bc875304aaabe3f06cd656fcc1cdcb7c47d66201/03.03.jpg" /> // 42nd Brazilian Creative Club Annual . In Book https://leonardomarcal.com/SKY-TV-Wrecking-Goal Fri, 08 Jun 2018 00:25:14 +0000 The Leonardo Marçal You're Looking For // Senior Creative CW https://leonardomarcal.com/SKY-TV-Wrecking-Goal SKY //Wrecking Goal WreckiGoal — Technology is awesome, but sometimes it comes along with some inconveniences, like a delay in a football broadcast. Yeah, the worst thing for a fan supporting his team through TV is to know from his neighbors first that someone scored a goal. That's why SKY TV has launched an exclusive feature for the 2018 World Cup broadcasting: during the matches, their signal was less delayed than any other satellite or cable TV provider.&nbsp;