WORK

This is the work of Gabriel Padilha, a 28 year old Creative Copywriter that works at National Geographic.

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About me

28 years old, born in Rio, living in São Paulo.
Drop me a line at contato@gabrielpadilha.com.br or
+55 21 97221 3393

Creative Copywriter
National Geographic Latam
Sep 2017 to Present

Jr. Creative Copywriter
Ogilvy & Mather Brasil
Sep 2013 to Aug 2017

Awards

Cannes Lions
Silver
Sustainable Development Goals

 
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GREEN DEFINITION
National Geographic Latin America

 
Awards - Cannes Lions Silver - Sustainable Development Goals
 
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FANTA GUARANÁ LAUNCH
Coca-Cola Company

TVC

People are always expecting the new flavours of Fanta to be exotic and weird. Things like blueberry, green apple, peanuts or whatever. This time, however, we had the challenge to advertise a new Fanta flavour that everybody in Brazil already knows very well: Guaraná.

"The new Fanta Guaraná. Finally, the Fanta no one was expecting."

Bumper Ads

We shot some teens drinking Fanta Guaraná for the first time, in a blind test. Their reactions were so funny we made them our taglines - "New Fanta Guaraná. Well, it's not coconut." If you don't feel like watching 5+ videos, you can skip to the bigger one down there ↓.

"You didn't ask for it. We did it anyway."


OOH & INSTAGRAM STORIES

IGN Activation

Well, if people want a weird flavored Fanta, we thought that would be a nice idea to give them some. But with a twist.
At IGN's new website Launch Party in Brasil, we gave to all the influencers gathered there thematic Fantas with game inspired flavors. Success at first sip!

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EXTREME ID
National Geographic Latin America

 
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FOOD FIGHT
Eno

We were challenged to create a Food Fight TVC for Brazil's market, and came out with the idea of the big mean fencer shrimp. The campaign was a huge success and our approach was also exported to other countries such as Argentina, starring this time a giant "pollo" that causes a big trouble in a restaurant.

Our Shrimp tried its luck as a MMA fighter, but ENO gave it no chance to shine, resulting in this Youtube pre-roll ad that begs you to skip it.

"SKIP THIS AD OR I WILL BURN"
"STARTS TO ACT IN 6...5...4...3...2...1..."
"ENO. Fight heartburn fast."

CARNIVAL ACTIVATION

The campaign was launched next to Carnival in Brazil. So we thought that it would be a good idea to take the Shrimp and an ENO Bottle to the most traditional street parties of Rio de Janeiro. And a lot of people also thought it was a good idea.

"I will kick this malaise out,
I will get rid of this heartburn,
Ouch! Go away, bad shrimp!
ENO makes me ready for a return.
I'm not a MMA fighter,
I was never trained by CIA,
Ouch! Get off, saveloy!
with ENO I'm always ready to play."
ENO. Recommended by 9 in 10 carnival gladiators.
Did your favorite food started a fight? Forget the war painting and fight back with ENO.
If your favorite food starts a fight, ENO makes it walk the plank in 6 seconds.

FANTA VS FANTA
Coca-Cola Company


Influencers

We partnered with digital influencers to create a "battle" between flavors and youtubers. These videos were challenges full of jokes, weird stuff and, of course, Fanta.


Packaging

We also created a special Fanta packaging, for teens to taste both flavours before choosing their favorite. The design was awarded Gold at Prêmio ABRE, a brazilian packaging award festival.

 

ARE WE THERE YET?
National Geographic Latin America

 
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RAIN OF LIKES
CCAA

 
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FAMILY FINDER
KLM

HAPPINESS RAP
OLX

OLX // PREGNANT

This TVC was part of OLX's "Happiness Rap" campaign, a pitch winning series of ads made by Ogilvy Brazil. The films featured a famous song from the 90's and were elected by Meio&Mensagem one of the most memorable campaigns from 2015.

OLX, two months on the top.
Brazil's favourite campaign and
top of mind according to Meio&Mensagem.