André Pinheiro
Creative Director | Innovation Lead
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The campaign kicked off on the commercial breaks of UFC 163. And it was supported by print media and activations on social media.
We also created unique editorial content in the most relevant MMA Channels in Brazil, where UFC fans followed the coverage of our fictional league. To make this effort even more realistic, we had real UFC fighters Vitor Belfort and Cezar Mutante commenting on Twitter.
AWARDS:
El Ojo de Iberoamerica
GOLD (Audiovisual): "UFCecê (UFStench)" – Africa for Gillette Deodorant
Clube de Criação (Brazilian Creative Club)
SILVER: "UFCÊCÊ" – Africa for Gillette Deodorant
Lusos Award
GRAND PRIX: "UFCECÊ" - Africa for Gillette Deodorant
Cristal Festival
Sapphire (Silver): "UFCECÊ" - Africa for Gillette Deodorant
CREDITS:
Agency: Agência Africa, São Paulo, Brazil
CCO: Sergio Gordilho
Creative Director: Eco Moliterno / Alexandre Prado
Art Director: Alexandre Prado / Bruno Couto / Alvin Shiguefuzi / Fernando Drudi
Copywriter: André Pinheiro / Eco Moliterno