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Seen and noted
 PROPEG (WHO?) CELEBRATES 60 YEARS BY FLIPPING THE LOGIC.Propeg, the second-oldest advertising agency in Brazil, has just turned 60 and chose to mark the milestone not with nostalgia, but with rupture. Historically known for its work with public-sector accounts, the agency is now making a decisive move toward the private market, repositioning itself with a focus on creativity, strategy and cultural relevance. To lead this transformation, Propeg brought in as a consultant none other than Fabio Fernandes, founder and CCO of the legendary F/Nazca Saatchi & Saatchi, one of the most admired and awarded agencies in the history of Brazilian advertising. The move includes a complete operational restructuring, with new processes, new leadership and a proprietary methodology designed for a radically transformed market. The first piece of work from this new phase is also the most symbolic: an institutional campaign that openly acknowledges the worn perception of the Propeg brand and turns it into a turning point. Across trade ads and a series of self-referential films, the agency pokes fun at its own recent history and proposes to âflip the logicâ from the inside out. VIEW THE 3 SPOTS Government Of Rio de Janeiro: Strawberry Emphysema Public awareness campaign against smoking, with a focus on electronic cigarettes (âvapesâ). The goal is to warn the publicâespecially young peopleâabout the health risks associated with their use, debunking the idea that they are less harmful than traditional cigarettes.VIEW THE 3 ADS  Yoki, a Brazilian brand owned by General Mills, has launched a new limited-edition popcorn inspired by the final season of Stranger Things. Available only in Brazil, the product introduces a bold 'Upside-Down Coating,' a blue, mystery-flavoured seasoning that transforms during preparation and delivers a chilling cooling effect. Created by DAVID Sao Paulo, the campaign brings the Stranger Things universe to life through a film set inside Hawkins Lab, where scientists experiment with an otherworldly, blue-coated popcorn. The spot plays with visual parallels between the snackâs texture and the showâs iconic creatures, building suspense around the flavorâs mysterious origins.VIEW THE SPOT  In order to celebrate the anniversary of the city where Show Rural Coopavel takes place, the ad highlights the relationship between agribusiness and the growth of Cascavel, Paraná. As the city has developed through the strength of agriculture and livestock, the event has positively impacted the local economy and the populationâs well-being.VIEW THE AD  Lost Childhood We live in an era where social media accelerates the passage of childhood. Platforms like Instagram, TikTok, and YouTube have become showcases of behaviors, aesthetic standards, and adult aspirations that reach children earlier and earlier. The pressure for likes, visibility, and performance pushes many boys and girls to imitate the adult world before they even understand what it means to be a child. This premature adultization, fueled by filters, trends, and algorithms, has created a troubling phenomenon: the loss of spontaneity and the playful essence of childhood. VIEW THE SPOT C6: Bank Extraordinary The White August Campaign, promoted by the Government of Goiás through the State Health Department, aims to raise awareness about the risks of smoking and highlight the importance of prevention and early diagnosis of lung cancer.VIEW THE AD  âVisit Your CreativityâImagine embarking on a unique journey, where your creativity is your guide. With the concept âVisit Your Creativity with Singer Sewing Machines,â every project becomes an adventure, transforming sewing into an exciting travel experience. VIEW THE 4 ADS  To celebrate Brazilâs qualification for the grand final of the biggest womenâs national team competition in South America, held in Ecuador, Nike has released the animation 'The Legend of the Canarinha' to highlight the talent of the womenâs national team players as they write another chapter in their winning legacy. But unlike traditional fairy tales, Nike flips the scriptâturning the legacy and bright future of the Canarinha into a horror story. VIEW THE SPOT O Globo Newspaper: Bring Down Paywall O GLOBO, one of Brazil's leading and most respected newspapers, has announced it is providing free access to its comprehensive coverage of immigration. This initiative is part of "Bring Down Paywall" campaign, developed in partnership with Asia, part of Omnicom Group, aiming to foster public debate and combat misinformation about immigration. The decision applies to all content addressing migration policies, population displacement, and the social and economic impacts of immigrationâtopics of increasing urgency in Brazil and globally. According to the International Organization for Migration's (IOM) World Migration Report 2024, there are 281 million migrants worldwide. In Brazil, more than 68,000 asylum applications were registered in 2024, marking a 13% increase from the previous year.VIEW THE CONCEPT  Volkswagenâs biggest South American launch in recent memory is now taking a starring role in Money Heist, Wednesday, Cobra Kai, The Witcher, and the film Persuasion, in the spot 'Arrivals,' created by AlmapBBDO and coproduced with Netflix's creative team. This groundbreaking partnership between Volkswagen Brazil and Netflix, the first in Latin America to incorporate several of the platformâs narratives in a single advertising campaign, is a blockbuster production shot entirely in Brazil. The SUVW Tera becomes a character in its own right and is transported into multiple shows and a film in the campaign, with scenes shot 100% in accordance with the authenticity of the Netflix universe, placing Volkswagen's latest hit at the heart of these epic productions.VIEW THE SPOT Racoes Coopavel Strength Is Performance This ad highlights the power of animal nutrition to unlock maximum productive potential. A well-fed animal is not just heavy, itâs healthy, strong, and high-performing. The image of a sumo wrestler bull is a metaphor for the results of proper nutrition: impressive weight, robust structure, and readiness to deliver results.VIEW THE AD  When life goes up in flames, a barbecue lover sees only opportunity.These ads humorously portray extreme momentsâlike fires in unexpected placesâto show that, for those truly obsessed with barbecue, every situation is a perfect chance to grill. Because when you're passionate about barbecue, there's no such thing as bad timingâjust more reasons to fire up the grill.VIEW THE 3 ADS  According to the latest report from the International Labour Organization (ILO), care work is not equally distributed in any country in the world. On average, women spend three times more time than men on household tasks. This reality affects their life paths, making it harder for women to access better wages, leadership positions, and time for education and professional development. By bringing this issue to light, the campaign seeks to spark dialogue and promote NGO Nós por Elas as an important voice on gender equality public politics.VIEW THE 3 ADS  According to the latest report from the International Labour Organization (ILO), care work is not equally distributed in any country in the world. On average, women spend three times more time than men on household tasks. This reality affects their life paths, making it harder for women to access better wages, leadership positions, and time for education and professional development. By bringing this issue to light, the campaign seeks to spark dialogue and promote NGO Nós por Elas as an important voice on gender equality public politics. VIEW THE SPOT  We creates "overtaking commercial" for BYD.531 horsepower make the BYD Seal "overtake" other commercials during the break.The BYD Seal, a 100% electric sport coupé from the worldâs leading manufacturer of electrified vehicles, is redefining performance. To launch the model â capable of accelerating from 0 to 100 km/h in under 4 seconds â We introduced a groundbreaking concept on Brazilian TV: the first-ever car commercial that literally "overtakes" other ads during the break.VIEW THE 3 SPOTS  Background:The UFC is the biggest MMA competition on the planet, bringing together the best fighters at each event and attracting millions of viewers. Alongside renowned global brands, all fiercely competing for space and attention. In this scenario, how can Balsamo Bengue - also known as Bengay - stand out as the best solution for muscle pain and bruise relief? VIEW .2 OUTDOORS  According to research conducted by the brand, Budweiser has appeared in more than 1,200 Hollywood productions. From award-winning classics to contemporary blockbusters, the brand has become part of cinemaâs very own narrative. Now, it gives voice to that story with the Speech Bubble campaign, created by the agency Africa Creative. VIEW 4 OUTDOORS Global Compact Country Network: Earth Burnout Released just before Earth Day (April 22nd), and just before the implementation of new rules that require companies to care for their associatesâ mental health(May 25), the Global Compact Country Network Brazil, a United Nations initiative, is launching âEarthâs Burnoutâ to warn about the dire consequences of climate change and encourage companies to adopt sustainable practices. VIEW THE CONCEPT Fanta: Beetlejuice Re Possession To sell his limited-edition Fanta on Halloween, Beetlejuice possessed Alexa and challenged consumers to endure a haunting audio experience in exchange for discounts on the new drink via delivery. All they had to say was "Wanta Fanta" three times to trigger the Alexa skill. VIEW THE CONCEPT  A milkshake shop with no blender, where all the milkshakes were blended by professional motocross riders performing radical moves on Yamaha bikes, on an official competition track.The brand activation took place on the main track at the Brazilian Motocross Championship, the worldâs third-biggest event for the sport.VIEW THE SPOT  GREENPEACE UNVEILS A SHOCKING CAMPAIGN THAT FEELS LIKE ITâS FROM ANOTHER PLANETWith stunning visuals of the Amazon and other regions hard-hit by the environmental crisis, Greenpeace Brazil launches a striking new campaign titled âWhat Country is This?âAn initiative that blends visual art, documentary storytelling, and political urgency to raise awareness about a crisis that is no longer distant â but already unfolding before our eyes.Created by the Brazilian-creative agency Beta Collective in collaboration with I.M â Irmaos Meirelles, VIEW 2 OUTDOORS  Ever wondered what the biggest rockstars in history demand before a show? Private jets, white tigers, or M&Ms of every color except brown? Turns out, no matter how wild the requests get, there's always one thing in common: Budweiser. The iconic global beer, which has always stood alongside the biggest names in music, is celebrating its authentic connection to the industry with its latest campaign, The Beer Behind The Backstage, created by Africa Creative. VIEW FIVE OUTDOOR  To highlight the racist reality we live in, the campaign uses simple internet searches â without mentioning color or race â that reveal how Black people are frequently portrayed in contexts of violence and prejudice.VIEW THREE OUTDOOR  Launch of the pizza with 4 flavors, where different tastes and opinions are not a problem.Agency: Hokma Cominicacao VIEW OUTDOOR Mami Wata: Bald Faces A humorous campaign from the sunscreen brand spotlights the often-overlooked sun exposure risk for bald individuals by detecting "faces" formed by folds on the back of bald heads using facial recognition technology. Created by Artplan, "Bald Face" finds faces on the back of people's heads to unlock a two-for-one sunscreen offer.VIEW THE CONCEPT  To showcase the ease of preparing meals with Coopavel's pork and chicken, we created an advertising campaign focused on demonstrating the practicality for customers' everyday lives. With the help of ASMR, the food creates a fun and interesting atmosphere.VIEW THE SPOT Nissin: Ufoam Nissin Foods do Brasil has found a creative and entertaining way to amplify the conversation between the Nissin Yakissoba U.F.O. product and the gamer public, with whom the brand already has a strong affinity. In a creative partnership with Dentsu Creative, Nissin has developed an unconventional solution: U.F.O.AM, a foam that can be fitted to headphones to help gamers with the âdentedâ head effect during gameplays,VIEW THE CONCEPT  Clash is the latest menâs fragrance line from O Boticário, launched with a sensorial and cinematic film titled âFrom Pressure Comes Strength.â Created by AlmapBBDO, produced by Stink Films and directed by Jones, the film explores the elemental collision of water and rockâa powerful metaphor for the tension between resilience and transformation. VIEW THE SPOT Burger King : Hacker King Last Saturday, March 15, during Consumer Week,â¯Burger King®â¯launched an unexpected stunt: the brand distributed exclusive discount coupons in a hyper-targeted, geolocated way, strategically placed in search results for competitor locations on Google Maps. Photos were taken and posted locally on the pages of over 1,000 competitor restaurantsâ¯across 24 Brazilian states. This organic initiative took place on World Consumers' Day, one of the biggest retail dates in Brazil, aiming to grab consumers' attention and drive engagement. VIEW THE 3 CONCEPTS  Much is said about the dangers of AI, but what if we could use AI for hope? This is exactly what Piracanjuba, one of Brazilâs leading dairy brands, did.Piracanjuba lives its purpose to the fullest: "Doing well what does you good." In a country where one person disappears every six minutes, awareness isnât enough â action is needed. With 98% household penetration, including areas without internet, Piracanjuba saw an opportunity to take this cause beyond digital barriers. In partnership with Maes da Se, a global reference in missing persons, Piracanjuba used its own milk packages as a new media to spread this important message.VIEW OUTDOOR  âDirectors Gabriel Nóbrega and Os Olga, from Lobo, in collaboration with the agency McCann Sao Paulo, created an epic film aimed at touching the hearts of Brazilians from different generations. The idea was to use a camera that acts as an omnipresent observer, capable of witnessing various moments in time. The film features visual engineering and was initially conceived entirely on the computer, which provided a unique sensation of frozen time - without sacrificing the fluidity of the narrative. The greatest challenge was ensuring that the audience could immediately recognise the historical context of each scene, evoking memories through a powerful visual retrospective.VIEW THE SPOT  C6 Bank, a full-service digital bank that offers a range of banking services to individuals as well as small and midsize businesses has just launched a new advertising campaign that features the C6 Carbon credit card and its 13 colors, available for customers and to be chosen in the app. The pieces created by Tech & Soul highlight the card's colors and the special moments it can provide. The blue version of the C6 Carbon, for instance, comes to life and is transformed into the scene of a diving in the pool. The wine-colored card gives way to the orange sky of a hot air balloon ride in Cappadocia, while the terracotta card is transformed into a tennis match on a clay court. VIEW THE SPOT BYD: The Soap OperaVerse The background scenario was: in 2024, BYD arrived in Brazil with a big goal, to build and democratize electric mobility to become the number 1 brand in electric and electrified vehicles. Our biggest challenge was the lack of trust on the part of Brazilians.ilVIEW THE CONCEPT Unquiet Travel : Change The Way We Travel Unquiet magazine is the most relevant tourism and travel magazine in the country. She presents unusual destinations for readers. Since the intensification of climate change in the world, Unquiet has sought to raise awareness among its audience about the importance of taking care of the planet. To travel around the planet, you need to take care of it. VIEW THE 3 ADS  Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO and titled 'Forte São Elasâ (âStrong are the Womenâ), the initiative celebrates women's resilience and strength - which are so often questioned and proposes a toast to the efforts and achievements women have made this year, in the face of all adversities. VIEW THE SPOT Johnson & Johnson: Breaking Out Of Depression Developed by Edelman and produced by CZAR Sao Paulo, the campaign, âBreaking Depression: Out of the Mazeâ, was co-directed by Pedro Giomi (represented by CZAR Amsterdam and CZAR Sao Paulo) and Leo Cosme (represented by CZAR Sao Paulo). The campaign film visually illustrates the often-overwhelming experience of navigating severe depression, comparing it to exploring a maze where those impacted, as well as their carers, may feel trapped with no clear path forward. Through this metaphor, Janssen Cilag International NV, a Johnson & Johnson company, aims to raise awareness of the complexities of severe depression and highlight the perseverance needed by those living with the condition VIEW THE SPOT  The Bradesco Seguros Group, a Brazilian insurance conglomerate belonging to the Bradesco Organisation, has an inspiring message for this holiday season. This time, the company got some help from a brand-new character: an adorable alien from a distant planet. In the film created by AlmapBBDO, entitled 'The Quest', the ET wanders from planet to planet until landing on Earth, where it meets a little girl. VIEW THE SPOT  Tennis player Rafael Nadal has recently announced his retirement following next seasonâs Davis Cup. Vivo, Nadalâs sponsor for over a decade, is honoring the tennis legend with a major campaign launching today during the tournament where the athlete will make his farewell from the courts. VIEW THE SPOT  To highlight the efficiency and quality of Rações Coopavel (Coopavel Animal Feed) brand, we created an ad with a mystical atmosphere. With the pun "predicting the future," we show a cow with a crystal ball, visualizing a bag of the brand's feed. In this way, we show that there is no mystery in feeding high-performance cattle when the farmer uses the brand's products.VIEW THE AD |
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Angelica Pernau for C6 Bank