Long Copy

Long Copy

I guess every copywriter is addicted to writing. If this is true, I’m a lost cause. I write heavily.
And learning other languages has only made it worse, because now I can explore other logics and semantics.
It’s kind of like mixing cocaine and acid. But I’ll stick with english and spanish for now.

I guess every copywriter is addicted to writing. If this is true, I’m a lost cause. I write heavily. And learning other languages has only made it worse, because now I can explore other logics and semantics. It’s kind of like mixing cocaine and acid. But I’ll stick with english and spanish for now.

Details

Details

Role: Concepting / Copywriting     |     Agency: Publicis Brazil     |     Client: Miguel Giannini

Role: Concepting / Copywriting
Agency: Publicis Brazil
Client: Miguel Giannini

miguelgiannini_oculos-quarter_o
miguelgiannini_oculos-watch_o
miguelgiannini_oculos-woman_o

Recognition:

Cannes Lions 2012 - Copywriting - Shortlist

The unbelievable is found at Emiliano

The unbelievable is found at Emiliano

Role: Concepting / Copywriting     |     Agency: JWT São Paulo     |     Client: Emiliano Hotel

Role: Concepting / Copywriting
Agency: JWT São Paulo
Client: Emiliano Hotel

English - Product of Improvising

He was a famous jazz guitarist. And, in fact, his life reflected his music: improvisation. Just as he did when his wife was pregnant. He would have to spend twenty days in São Paulo, and did not want to miss the birth of his child, which would happen during that period. Used to making split-second decisions, it only took him a matter of milliseconds to decide taking her along. The helpfulness of Emiliano outweighed the loneliness imposed by her husband's daily rehearsals. Especially since a team that would keep a pot full of picks in the room, wasn’t only good to compensate those that the distracted guitarist misplaced, but also to prove that that team could never be considered absent. And it was precisely this thoughtfulness that this delicate moment needed. In the long-awaited day of the show, the star had only his music to worry about. However, a call interrupted him with a message even more remarkable than those he strummed on his guitar, "the baby is coming". It was the first time he ever had to improvise a "good night" before finishing the set list. When he arrived at the hotel, the butler was already on hand to take him to the room where his wife awaited. Upon entering, he saw that the suite had been specially prepared for the moment. But nothing impressed him more than the boy who slept in his mother's arms. When he managed to notice other details, he realized that the newcomer was wearing a green and yellow blanket embroidered with the initials of the family. Yes, the team at Emiliano, in addition to everything else, also knows how to improvise. And the new father knows that this stay will last forever in his memory. After all, one thing jazz musicians know very well: great moments are a product of improvisation.

English - Product of Improvising

He was a famous jazz guitarist. And, in fact, his life reflected his music: improvisation.
Just as he did when his wife was pregnant. He would have to spend twenty days in São Paulo, and did not want to miss the birth of his child, which would happen during that period. Used to making split-second decisions, it only took him a matter of milliseconds to decide taking her along. The helpfulness of Emiliano outweighed the loneliness imposed by her husband's daily rehearsals.  Especially since a team that would keep a pot full of reeds in the room, wasn’t only good to compensate those that the distracted guitarist misplaced, but also to prove that that team could never be considered absent. And it was precisely this thoughtfulness that this delicate moment needed. In the long-awaited day of the show, the star had only his music to worry about.  However, a call interrupted him with a message even more remarkable than those he strummed on his guitar, "the baby is coming".  It was the first time he ever had to improvise a "good night" before finishing the set list.
When he arrived at the hotel, the butler was already on hand to take him to the room where his wife awaited. Upon entering, he saw that the suite had been specially prepared for the moment. 
But nothing impressed him more than the boy who slept in his mother's arms. When he managed to notice other details, he realized that the newcomer was wearing a green and yellow blanket embroidered with the initials of the family.
Yes, the team at Emiliano, in addition to everything else, also knows how to improvise. And the new father knows that this stay will last forever in his memory. After all, one thing jazz musicians know very well: great moments are a product of improvisation.

Emiliano Improviso_o

English - The Executive Without a Tie

This important Belgian executive stayed at Emiliano due to its helpfulness. After all, he did not bring his wife on business trips. And he only felt completely safe with her organization. Especially now, that he would promote the most important event of his company in Brazil. Soon, this concern gained a tangible reason: he had forgotten the tie he had chosen to match the handkerchief in his coat pocket. To make matters worse, it was one of the busiest days in his agenda. Not knowing what to do, he got it off his chest. The listener was a headwaiter, but also had carried the title of friend for years. Finishing this shift, the employee did not call it a day. On the same Oscar Freire Street of the hotel, he went toward a renowned clothing store. Presenting himself as part of the team of Emiliano, he used his good taste to look for ties that could match his friend's handkerchief. Then, when the Belgian opened the door, the surprise invaded his bedroom: A display of ties just waiting for his choice. He chose two: one for the meeting, one for the headwaiter. At check-out, a letterhead paper with many compliments showing a guest who was pleased to know that there isn't only one person capable of taking care of his organization. But rather, an entire team.

English - The Executive Without a Tie

This important Belgian executive stayed at Emiliano due to its helpfulness. After all, he did not bring his wife on business trips. And he only felt completely safe with her organization. Especially now, that he would promote the most important event of his company in Brazil. Soon, this concern gained a tangible reason: he had forgotten the tie he had chosen to match the handkerchief in his coat pocket. To make matters worse, it was one of the busiest days in his agenda. Not knowing what to do, he got it off his chest. The listener was a headwaiter, but also had carried the title of friend for years. Finishing this shift, the employee did not call it a day. On the same Oscar Freire Street of the hotel, he went toward a renowned clothing store. Presenting himself as part of the team of Emiliano, he used his good taste to look for ties that could match his friend's handkerchief. Then, when the Belgian opened the door, the surprise invaded his bedroom: A display of ties just waiting for his choice. He chose two: one for the meeting, one for the headwaiter. At check-out, a letterhead paper with many compliments showing a guest who was pleased to know that there isn't only one person capable of taking care of his organization. But rather, an entire team.

Emiliano Executivo_o

English - The Fall of a Rivalry

If Brazil and France are rivals in soccer today, much of it is due to this former French player. He had a key role in World Cup matches that eliminated the Brazilian National team. But despite the inevitable rejection, social commitments brought him to São Paulo. And with him, came his two biggest fans: his children. Once installed, however, he saw his thoughts being taken by a concern: his agenda would not let him spend the day with the boys. And how could a father be at ease knowing that his children had only boredom as a company? But loneliness has no room in a cozy hotel such as the Emiliano. The entire team volunteered to look for some place where the boys could play soccer in peace. But this quest soon came to an end: an employee suggested taking them to an exclusive club of which she was a member. To complete the line-up, she even invited a cousin of the same age as the boys. The new friends could play safely throughout the afternoon in a court, and in the early evening, in the video game. When the father realized that his boys had had so much fun that day, he was as relieved as he was happy. Not only for the comfort of knowing that the family was in good hands,but also, to find that in Brazil there is one team that knows no rivalry.

English - The Fall of a Rivalry

If Brazil and France are rivals in soccer today, much of it is due to this former French player. He had a key role in World Cup matches that eliminated the Brazilian National team. But despite the inevitable rejection, social commitments brought him to São Paulo. And with him, came his two biggest fans: his children. Once installed, however, he saw his thoughts being taken by a concern: his agenda would not let him spend the day with the boys. And how could a father be at ease knowing that his children had only boredom as a company? But loneliness has no room in a cozy hotel such as the Emiliano. The entire team volunteered to look for some place where the boys could play soccer in peace. But this quest soon came to an end: an employee suggested taking them to an exclusive club of which she was a member. To complete the line-up, she even invited a cousin of the same age as the boys. The new friends could play safely throughout the afternoon in a court, and in the early evening, in the video game. When the father realized that his boys had had so much fun that day, he was as relieved as he was happy. Not only for the comfort of knowing that the family was in good hands,but also, to find that in Brazil there is one team that knows no rivalry.

Emiliano Rivalidade_o

Recognition:

Fiap 2011 - Silver

Hunger

Hunger

Role: Concepting / Copywriting     |     Agency: Lowe Brazil     |     Client: Hungry Man

Role: Concepting / Copywriting
Agency: Lowe Brazil
Client: Hungry Man

English - Putting The Hunger Apart From The Willing To Eat

It's in the dictionary.

"Hunger": Urge to feed, apetite, yearning.

Couldn't agree more.

But we have one reservation: We don't believe that it can be solved with a sandwich.

Oh, yes. We believe that the hunger is much more than the willing to eat.

It's the necessity to fill a empty space. Not in the belly, but in the soul.

An insatiable desire to make more. And to discover more.

That made Ben Franklyn leave his confort zone towards the rain, praying for a lightining bolt strike his kite.

That helped Michaelangelo spend 11 years of his life turning the cealing of a church into one of the greatest art pieces of all time.

And that went to find a new world with Colombo.

Here at Hungry Man, this hunger shows up too.

We go and come back from lunch with it everyday.

Day after day. Week after week. Shoot after shoot.

We work to eliminate our hunger. But it always comes back again.

And we like it.

Because we know that, while our stomach is growling, it's a sign that we are not over sleeping.

That we are not here only for shooting. But for feeding.

Today's special is the same as yesterday.

So, are you hungry too?

English - Putting The Hunger Apart From The Willing To Eat

It's in the dictionary.

"Hunger": Urge to feed, apetite, yearning.

Couldn't agree more.

But we have one reservation: We don't believe that it can be solved with a sandwich.

Oh, yes. We believe that the hunger is much more than the willing to eat.

It's the necessity to fill a empty space. Not in the belly, but in the soul.

An insatiable desire to make more. And to discover more.

That made Ben Franklyn leave his confort zone towards the rain, praying for a lightining bolt strike his kite.

That helped Michaelangelo spend 11 years of his life turning the cealing of a church into one of the greatest art pieces of all time.

And that went to find a new world with Colombo.

Here at Hungry Man, this hunger shows up too.

We go and come back from lunch with it everyday.

Day after day. Week after week. Shoot after shoot.

We work to eliminate our hunger. But it always comes back again.

And we like it.

Because we know that, while our stomach is growling, it's a sign that we are not over sleeping.

That we are not here only for shooting. But for feeding.

Today's special is the same as yesterday.

So, are you hungry too?

1-manifesto_retoque_860

English - Hunger X Apathy

Apathy and indisposition.

Doctors say that these are the main symptoms of hunger.

Not for us at Hungry Man.

We believe that these are the consequences of it's lack.

We are not talking about hunger in a traditional sense.

It's another kind of hunger.

That strikes between breakfast and breakfast.

Making us arrive at the office with an insatiable desire.

And that doesn't let us feel satisfied. Not even with the 10 Lions that we won at Cannes Festival 2014 with CNA Speaking Exchange.

Nor with the shortlist for Kibon.

Or the two Health Lions for A.C. Camargo Hospital's Super Formula.

No, no. That kind of hunger does not go away easily.

We are in Brazil for 9 years already.

There's nothing we can do about it.

Thinking again, the only thing that we can't do is nothing.

Because, from our hunger, comes our will to always give our best shot.

To feed ourselves from every single opportunity. Regardless the difficulties.

And to relish every single job. Regardless the results.

Even knowing that we will never get satisfied.

We still starve.

And we are not apathetic.

So, are you hungry too?

English - Hunger X Apathy

Apathy and indisposition.

Doctors say that these are the main symptoms of hunger.

Not for us at Hungry Man.

We believe that these are the consequences of it's lack.

We are not talking about hunger in a traditional sense.

It's another kind of hunger.

That strikes between breakfast and breakfast.

Making us arrive at the office with an insatiable desire.

And that doesn't let us feel satisfied. Not even with the 10 Lions that we won at Cannes Festival 2014 with CNA Speaking Exchange.

Nor with the shortlist for Kibon.

Or the two Health Lions for A.C. Camargo Hospital's Super Formula.

No, no. That kind of hunger does not go away easily.

We are in Brazil for 9 years already.

There's nothing we can do about it.

Thinking again, the only thing that we can't do is nothing.

Because, from our hunger, comes our will to always give our best shot.

To feed ourselves from every single opportunity. Regardless the difficulties.

And to relish every single job. Regardless the results.

Even knowing that we will never get satisfied.

We still starve.

And we are not apathetic.

So, are you hungry too?

4-premios_retoque_860

English - Corporate Cholesterol

Postponed tasks, transferred guilt,
predictable routine and complete lack of ambition.

If you feel any of these symptoms,
we have some bad news:
your cholesterol level is high.

And it’s no use consulting a nutritionist.
Specially that one that you invented
just to skip last week’s meeting.

Your problem is corporate cholesterol.
Perhaps the worst evil of the modern world:
it compromises everything that runs in your veins
without clogging any arteries.
And your university dreams end before they even start.

It’s fatal. At least for your goals.
And morbid, without causing obesity.

Because it doesn’t tighten your belts.
It doesn’t make you buy XXL clothes.
It doesn’t announce its arrival.

But it arrives.

It is only noticed around the fourth month of accommodation.
When the problem has already reached your self-esteem
and you don’t feel useful anymore.

Even because… you probably aren’t.
It’s not causes by an unhealthy diet.
But lack of appetite.
So stay alert, Hungry Man employee.

When the symptoms manifest,
go straight to the HR office.

So, are you hungry too?

English - Corporate Cholesterol

Postponed tasks, transferred guilt,
predictable routine and complete lack of ambition.

If you feel any of these symptoms,
we have some bad news:
your cholesterol level is high.

And it’s no use consulting a nutritionist.
Specially that one that you invented
just to skip last week’s meeting.

Your problem is corporate cholesterol.
Perhaps the worst evil of the modern world:
it compromises everything that runs in your veins
without clogging any arteries.
And your university dreams end before they even start.

It’s fatal. At least for your goals.
And morbid, without causing obesity.

Because it doesn’t tighten your belts.
It doesn’t make you buy XXL clothes.
It doesn’t announce its arrival.

But it arrives.

It is only noticed around the fourth month of accommodation.
When the problem has already reached your self-esteem
and you don’t feel useful anymore.

Even because… you probably aren’t.
It’s not causes by an unhealthy diet.
But lack of appetite.
So stay alert, Hungry Man employee.

When the symptoms manifest,
go straight to the HR office.

So, are you hungry too?

upload-d23d3540-adfc-11e7-94c2-1fbe654eec28

English - Productivine

"Contains caffeine”, “Phenylalanine added”, “Presence of Taurine”.
Almost alarmist warnings, in foodstuffs.

How silly:
there is a much more stimulating ingredient in the human formula.

Productivine.
A substance with chemical and physical effects.
Excitement, sleepless nights, hyperactivity.
These are some of its side effects.

Productivine.
Complicated name, dangerous particle.
Makes you produce, produce and produce.
With no limits.
And when you realize it, you’re already a victim.
Addicted to your own productivity.

Productivine.
It’s clandestine in some places.
But it’s liberated here at Hungry Man.
Perhaps that’s why it’s found in abundance in our diets.
Yes, because our work feeds us.
And it keeps us hungry.

Productivine.
Here, everyone consumes it.
And everyone is consumed by it.
Better keep it away from your diet.
Maybe just a little.

So, are you hungry too?

English - Productivine

"Contains caffeine”, “Phenylalanine added”, “Presence of Taurine”.
Almost alarmist warnings, in foodstuffs.

How silly:
there is a much more stimulating ingredient in the human formula.

Productivine.
A substance with chemical and physical effects.
Excitement, sleepless nights, hyperactivity.
These are some of its side effects.

Productivine.
Complicated name, dangerous particle.
Makes you produce, produce and produce.
With no limits.
And when you realize it, you’re already a victim.
Addicted to your own productivity.

Productivine.
It’s clandestine in some places.
But it’s liberated here at Hungry Man.
Perhaps that’s why it’s found in abundance in our diets.
Yes, because our work feeds us.
And it keeps us hungry.

Productivine.
Here, everyone consumes it.
And everyone is consumed by it.
Better keep it away from your diet.
Maybe just a little.

So, are you hungry too?

upload-ca7c7f50-adfc-11e7-94c2-1fbe654eec28

Recognition:

Lusos Awards 2014 (for portuguese speaking countries) - Print  - Bronze