PETE/RAFA
senior creative
team
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Hello. Olá.
We're Pete and Rafa, an English / Brazilian Senior Creative Team with over 20 years of experience between us. We've worked together for over four years and have been lucky to have worked for some of the best creative agencies. From Creative X at Meta, Edelman, Brooklyn Brothers, Publicis London, R/GA London, AMV/BBDO, Crispin Porter +Bogusky Boulder, McCann London, Y&R, Grey, The&Partners and Marcel.
During that time, we've worked on TV, social, print, radio and AR filters for some of the world's best-loved brands like Facebook, Nike, Google, Ikea, Samsung, BBC, Guinness, Johnnie Walker, Microsoft, Rexona, BIC, Zurich Insurance, Coca-Cola, Burger King, Domino's Pizza, Avon, Honda and Beats By Dre to name just a few.
✭ D&AD: 1 Wood Pencil, 1 Integrated Nomination • Cannes Lions: 2 Bronzes, 4 shortlists • One Show: 1 Gold, 1 Silver, 3 Merits • Effie Awards: 1 Grand Prix, 1 Gold, 1 Bronze • Webby: 1 Integrated Honoured, 1 Runner-Up • London International Awards: 1 Bronze, 1 Shortlist • NY Festival: 2 Finalist Certificate • El Ojo de Iberoamérica: 1 Gold, 1 Bronze • New Media Age: Integrated Gold • BIMA: 1 Grand Prix, 1 Gold, 1 Special Award for Innovation Gold
REELS
Meta shows advertisers how to supercharge their business results with Reels ads.
Meta’s Reels is an excellent way for brands to reach audiences - with billions of people now using the platform. However, they don’t always get the desired results as they don’t understand what works on the platform. So, we developed a campaign showing them how to turn poorly executed reels into awesome ones with the creative essentials. To make our ads feel authentically Reels, we worked with Reels creator Peter Quinn, who brought his quirky, fun and playful techniques to life and made our content feel native and unlike traditional ads, which don’t perform well on the platform.
Download the guide
Meta and Nigerian Creators show how the metaverse is an opportunity to flex like never before.
Nigerians love to ‘flex’ - to show off one’s talents and assets. And in a country rich in culture and creators - many were excited by the metaverse and its potential. However, Nigeria doesn’t have Meta VR tech, so we needed to excite creators about the metaverse and the Meta tech they could use. So we collaborated with some of the biggest Nigerian creators to create #Flex Naija. An integrated campaign which inspired them to flex first in the metaverse, from a one-off mixed-reality event with AR-enhanced performances to posters, radio and on-platform ads.
ME TA
NIKE
Nike inspired runners to beat their speed limit by issuing ‘speeding’ tickets.
To launch Nike’s Zoom trainer, their fastest and lightest shoe ever, we inspired runners to clock their quickest time by installing speed traps on running routes. Lasers measured people’s speed as they ran and displayed it on a screen before issuing them with a physical ticket as they crossed the finish line. Inspiring them to go again and go even faster.
Community Voices celebrates the people who bring the world closer together and their successes.
For the Community Voices series on Facebook, we helped shine the spotlight on some of the inspiring people in the UK who are using the power of community to bring people together to make a positive difference. From a youth climate activist, an old people’s home encouraging people to Adopt a Grandparent and a mother who brought the community together to tidy up Moss Side in Manchester.
ME TA
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D&AD, Wood Pencil
Cannes Lions,
• Shortlist, Copywriting
• Shortlist, Data Storytelling
Webby, Runner-Up
Google’s most ambitious end of year review.
For 2014, Google wanted to make their annual end of year review their biggest and most ambitious yet. But rather than just reviewing the year, like every other brand, we asked what our trillions of searches say about us? Giving people a true insight into humanity and the story of that year in a new and engaging way.
BIC
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Grand Effie Brazil
Effie Brazil, Gold
Effie Latam, Bronze
BIC goes viral by pointing finger at students’ parents.
For the 2016 back-to-school campaign, Bic promoted their pencil line to parents by raising the issue of parental involvement in school learning. As they dropped their children off, parents were invited to for a last minute parent-teacher chat, where they were challenged to do the same test, their children were taking. The activation became a short film that went viral.
Facebook sparks a connection between the community and the brand through owned channels.
As part of an ongoing series, we worked across many social posts which seek to trigger participation between the community and the Facebook brand. These were designed to inspire, connect and build trust with the community by engaging with them through authentic and culturally relevant posts. They were very much content and not ads, which helped to elevate people in the community, strike up a conversation and demonstrate the value of the Facebook brand.
BURGER KING
Burger King challenged people to prove how much they loved the Whopper by just staring at it.
To see just how far people would go for a delicious, juicy Whopper, we created an interactive game on DirecTV. The rules were simple: stare at a rotating Whopper on your TV screen and win free Whoppers. And the longer viewers stared, the more Whoppers they’d win. To make sure they didn’t cheat, we placed random prompts to make sure they never took their eyes off the prize. In only four days, thousands of Americans stared for almost 600,000 minutes, and we gave away over 70,000 Whoppers.
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One Show,
• Branded Content, Games, Gold
• Branded Entertainment, Brand Channel, Silver
• Branded Entertainment, Merit
• Innovation, Merit
NY Festival, Finalist Certificate
London International Awards: Shortlist
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Cannes:
• Bronze Print
• Shortlist Outdoor
Santa Casa turned food into viruses to communicate the deadly effects of obesity.
One of the most important hospitals in Brazil, Santa Casa de Misericórdia, wanted a hard-hitting campaign that warned people of the dangers of being overweight after researchers discovered that obesity-related ailments kill even more than other illnesses like Aids, Hepatitis and Pneumonia.
SANTA CASA
BIC
BIC demonstrates the effectiveness of their new comfort 3 razors with the help of Vikings, Kung Fu masters and, even Yetis.
Most men didn’t see the advantages of a BIC 3 razor, opting for cheaper single-blade options. To get the message of the Bic Comfort 3 superior performance across, these ads play with extreme shaving situations in a new and interesting way. TVC aired in Brazil and Latin America.
V&A
V&A promotes their digital art exhibition by making the communications open source.
For the groundbreaking V&A digital art exhibition Decode, we made the advertising part of the experience by making it open source and invited people to hack and recode it for themselves. The campaign created massive buzz and helped draw thousands to the exhibition.
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D&AD, Integrated Nomination
Cannes, Cyber Bronze
One Show, Interactive Merit
Webby Awards, Integrated Honoured
London International, Digital Bronze
New Media Age, Integrated Gold
BIMA:
Grand Prix
Arts & Culture Gold
Special Award for Innovation Gold
Design Week Awards
Domino’s admits their own cheesy bread falls short.
To promote their new Stuffed Cheesy Bread, Domino’s confronted the harsh reality that their own cheesy bread was lacking in the cheese department.
We also created a site where fans can send each other messages in cheese and a new font made entirely from cheese.
DOMINO'S
PADI
PADI shows people what they’re really missing by staying above land.
Many people always feel something has been left unexplored when they visit a destination. This campaign tapped into this insight by showing the magical places that could only be fully discovered with a scuba diving certification.
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NY Festival, Finalist Certificate
MICROSOFT
Microsoft celebrates families and the ingenious ways they use their products.
For their biggest ad of the year, Microsoft tasked us to create a global campaign to advertise the brand to families around the all-important Holiday season. The campaign was directed by US director Brian Buckley.
Lopez Lomong isn’t like any other Olympic athlete.
Created with a major personal care brand, this film tells the story of Lopez Lomong and the arduous journey he faced on his way to becoming an Olympian. Battling past numerous barriers he never gave up and went on to represent the USA in both the 2008 and 2012 Olympics.
However, due to a change in strategy for the brand, this film was sadly never released.