After years of shining as one of AlmapBBDO’s most powerful creative minds, Luiz Sanches is stepping down as director of the agency where he was a partner, chairman and chief creative officer. During his tenure, Sanches helped consolidate the agency as a global reference and brought to life campaigns that go beyond advertising, touching the soul of consumers. Relive a part of this remarkable story below with 10 campaigns selected by Adnews:
1. VW 70 Years | Generations
One of Volkswagen’s most moving campaigns, “Generations” celebrates the fictional reunion of Elis Regina with her daughter, Maria Rita, using artificial intelligence to recreate this moment. To the sound of “Como Nossos Pais” by Belchior, mother and daughter drive, respectively, the classic Kombi and its electric version, the ID.Buzz, symbolizing the brand’s past and future.
2. TERRA IPO
If the Earth were on the stock exchange, would they value the planet more? This is a question that this campaign proposed, suggesting the first “IPO” of the Earth, addressing the concept that “the Earth is open for investment”.
3. Endless Possibilities – Getty Images
How to show that Getty images have infinite possibilities? By reassembling images of famous people.
4. Annunciation – The Apothecary
When it was not yet commonplace in advertising to use “Anunciação” by Alceu Valença as a soundtrack, this campaign managed to move thousands of mothers and children across Brazil.
5. Friendly Shelter – Electromedia
If being alone on the bus at night is hard enough for everyone, imagine what it’s like for a woman? Even more so at times when the only thing keeping them company is an advertisement.
Eletromídia analyzed the bus stops in one of the most populated cities in the country to map those where women feel most vulnerable because they are alone, and created, together with AlmapBBDO, a project capable of keeping them company at one of the times when they need it most.
6. Johnnie Walker – Errata at 88
Johnnie Walker told the story of the black singer who was wronged in Bossa Nova and received justice at the age of 88. Alaíde Costa took her rightful place.
7. #MotherhoodWithoutJudgment – O Boticário
This touching campaign brought to light the challenges of modern motherhood, encouraging empathy and an end to judgment. Almap was able to capture the emotional nuances of such a delicate topic.
8. It’s Just Between You – WhatsApp
WhatsApp’s Carnival campaign focused on privacy, one of the platform’s pillars. AlmapBBDO used the relaxed moment of Carnival to remind people of the importance of keeping conversations private and secure. Creative and timely, this campaign was a success in terms of engagement.
9. SNICKERS – Ronaldo
Ronaldo Fenômeno celebrating an Argentina goal? Snickers reminded us that we are not ourselves when we are hungry.
10. Getty Images – Nosferatu
One of the greatest classics of silent cinema, “Nosferatu” (1922), has been given a version made with Getty Images’ music and sound effects archives.