I studied graphic design at Cal State Long Beach and the University of Brasilia hoping to one day fulfill a dream of designing record covers. I would have never imagined that would lead to working as Art Director one day or creating for the biggest clients in the world such as Colgate, Unilever, Fiat, Hellmann's, Nivea, Under Armour and bunch of others for more than 10 years.

For the past year I have been working as creative director at VmlY&R São Paulo on the Colgate- Palmolive account engaging digital campaigns and experiences. Before that I was an associate creative director at Publicis São Paulo, an Senior Art Director at DM9DDB, Isobar Brazil, Ogilvy São Paulo, and AgenciaClick, and in the process won industry standard awards such as the One Show, Clio Awards, El Sol and Cannes shortlists.

Please check out my LinkedIn profile:
Bernardo Correa

And you can reach me at:
bernardo_correa@yahoo.com

 

or Scroll down for
a sample of my work

 
 

Colgate and smiles are unmistakably connected. The global campaign was based on that and the message was presented in various ways. That allowed the pieces to picture different aspects of smiles like, the affection and the optimism.

thank you for smiling

With a smart digital media placement we celebrated the fact that Colgate Smiles are everywhere. Even on other brand’s ads. They use it because everyone knows a Colgate Smile. We thanked them because every shared smile makes the world a better place.

 
 


REAL PEOPLE, REAL SMILES, REAL IMPACT

We searched throughout Latim America for icons in their communities, real people that believed their endless optimism could make the difference, who inspire others with their actions. By telling their stories we embodied the power of smiling.
We also invited people share their own stories,
creating a chain of positivity triggered by Colgate.

 
 

In an effort that truly shows the power of a smile, we also developed an emotional piece, that put the smile in the center of of human connections.

 
 

More than 20 countries, from Mexico to Argentina watched stories of sheer optimism and were reminded that a smile can still make all the diference in the world.

BEST AD RECALL FOR LATAM IN THE LAST
2 YEARS AND 51,1% OF PURCHASE INTENT






With: Fred Saldanha and Marcos Ribeiro.

 
 

Bradesco, one of the largest banks in Brazil, had a lot to overcome. Being constantly outdated by its competitors and by the newcomers from the fintech era, its goals were ambitious and weren’t easy to reach.

shine again

 
 

 2020 was an uncommon year. Following its previous strategic success’, Bradesco wanted to release an uplifting end of the year video. But this time just another inspiring story wouldn’t be enough.

The story created not only represented the diversity of Brazil but the several ways each of us have struggled during 2020. In the end a sympathetic message of hope, not allowing people to forget that there’s some light ahead.  

 
 

An integrated campaign helped to spread our message of hope and it became one of the most memorable videos from an already iconic brand.

More than 240M views
ONE OF THE MOST MEMORABLES
ADS IN BRAZIL IN 2020

 

With: Rico Lins, Marie Gerbauld, Juliana Utsch, Doug Reis, Rafael Barbosa, Eugenio Lima, Rodolfo Monteiro, Américo Vizer e Gabriela Moura.



 
 

BIA’s new answers

BIA is one of the most successful AI’s in Brazil. She helps Bradesco clients with countless banking functions and has accoladed more than 1 billion interactions so far (and counting). But, BIA is presented as a woman, and even though she’s a machine she isn’t free of sexism, harassment and verbal violence.
And wasn’t programed to react to that.

 
 

The brand commitment allowed us to bring to life an idea that is helping to shape
new behaviors and acceptance on digital environments.

70.000% more interactions and IT’S IMPORTANCE TOWARDS AI’S FUTURE RECOGNIZED BY UNESCO



With: Rico Lins, Juliana Utsch, Luana Grybosi, Gabriela Moura, Doug Reis e Rafael Barbosa.

 
 


 

father’s day

On a holiday full of generic messages, what to say that would make a bank stand out?A simple film that is fully aligned with what the vast majority of the people say is the foundation of a good society. And the same film is the opposite when you think about what the vast majority of the people do.

 
 

A long piece that brought some thought to a date that is known for its commercial power when aired.

More than 64M views

 

With: Rico Lins, Marie Gerbauld, Gabriela Moura, Eugenio Lima.



 

Afropunk bahia 2020

Because of Covid-19, the first edition of the art festival Afropunk held in Brazil would have to be online. People were excited about the event and with the fact it was supposed to take place in Salvador.

 
 

Concentrating different online stages and areas, the video tried to emulate the energy of the event. Even though it was a remote event the audience responded and connected with the concerts, workshops, and conferences.

More than 12M views

 

With: Rico Lins, Doug Reis e Gabriela Moura.



 

Innovation

The future that people imagine is in the making. Before it is on display for everyone, companies that are part of our daily routine test it, improve it, and smoothly make everyone understand the need of progress. Companies like Bradesco that is constantly innovating its platforms and apps so everyone can have a taste of the future.

 
 

The innovation was embraced, and we took the concept even further by asking an AI to make our visual for the campaign. How relevant bank data would be translated by this AI? We partnered with The Force Studios to generate graphics in a 3D environment by this AI.

 
 

On the year of the campaign, Bradesco was accoladed as one of the most innovative companies in Brazil, ahead of fintech start-ups.

More than 16M views



With: Rico Lins, Paulo Aguiar, Lucas Pinheiro, Américo Vizer, Rafael Barbosa.




 
 

SMALL BUSINESSES FRENZY

Opening a new business is always a challenge, specially in an often unstable economy. It may sound like a crazy thing to do. But we’ve made possible to millions of small businesses owners to give it a shot every day. 

 
 

We extended the campaign with 3 young entrepreneurs that had very challenging and brave projects in their minds. Their stories inspired and proved that the bank was on the right side and on the right track.

 
 

The bank wanted to make sure that their target know we understand how they feel.

A campaign for new customers that made the bank more attractive for 70% of the people who watched it.



With: Rico Lins, Paulo Aguiar, Lucas Pinheiro, Américo Vizer, Rafael Barbosa e Gabriela Moura.



 
 

reimagining a brand

Branding has always been an important aspect for Bradesco, but descontructing their own brand has always been a sing of strength of the regontiion of its logo pillars. To celebrate this we invited digital artists and commissioned original animated visions for each of the banks core pillars.

 
 
 

With: Rico Lins, Paulo Aguiar, Rafael Barbosa e Elias Carmo.

 

is there such a thing as the perfect beer?

 
 

If you take some time to watch this adventurous documentary concepted and created for AMBEV, you’ll see that a wide range of brewmasters, from different beer schools are all on the same page. The very same question rises every now and then at the bars, pubs and biergartens around the world. While the arguments are not always based on technician knowledge as you’ll see in the movie, the conclusion are most likely the same.

 
 

A red carpet
for a multi-colored ale.

 

The première was ready. The theatres were ready. The rising stars of the brew industry were there. After all, it was a movie launching campaign. For such occasion the cinema and PR coverage were present, side by side with specialists who were getting ready for the pre-roll interview. After the first day, people could watch it on the main theatres in the country. 

 
 
 
 

By now you are probably aware that the perfect beer doesn’t exist. Or better. The perfect beer is a matter of occasion. It varies from time to time, from place to place. However, the documentary was there to break a bunch of other beer-related myths. For that, we selected small contents selected from the movie of extras and made a segmented media campaign intending to change habits.

 
 
 

You’ve cracked open a bottle of secrets and now you know that the perfect beer is a legend and also can be at the grasp of very hand in the next night, all at the same time. Incredible, like beer. Other things that you may be interested in is the results of this massive campaign. At this point you may recall what Charles Nouwen said: “the journey is more important than the endgame. I don’t want to reach the destination”.

Every beer tells a story

 

With: Paulo Coelho, Gustavo Victorino.

World Cup is a frenzy
in brazil. in 2018, not so much.

 

After a devastating loss in the 2014 World Cup, Brazilians got skeptical about their soccer team. To try to restore the hope of the fans and the pride of the team, Tite was named coach and immediately made his mark. Under his leadership the athletes took back the joy of playing and had shown a long lasting quality: values. We started our campaign sharing quotes from Tite's speeches to players and postgame interviews.

 
 

the eye of the coach

 

Tite's principles and positive influence was so impactful that people in Brazil started to campaign for him to run for presidency (seriously). So, we've decided to take a step further and show what sports programs, so worried about tactics and results didn't: his approach on life and how it merges with his coaching philosophy. For that, we created a series of six short episodes, shot in the middle of Brazil's greatest soccer temple: the Maracanã Stadium.

 
 

The Absence Of Shin Guards, The Captain's Armband, Practices Like a Match, Overcoming The Fear, My Dream Team, Comfort Zone. Those are the chapters that helped Brazilins to understand the mindset of their coach, but more than that, it made them believe again, not because the country is a nest of football talent, but because of hard work.

Itaú BROUGHT THE TRUTH TO A BELOVED SUBJECT, AND PEOPLE ANSWERED. NOWADAYS, 64% OF THE BRAZILIANS THINK BRAZIL CAN REACH THE TITLE AND 76% AGREE THAT TITE IS THE BEST COACH FOR COUNTRY'S MOST RESPECTED POSITION.

 
 

With: Paulo Coelho, Arício Fortes, Gustavo Victorino, Victor Sant'anna, Guigo Oliva, Renato Barreto, Marcelo Maciel and Felipe Azambuja.

we resurrected Brazil's
most charismatic tabloid

 

The movie Brazilian Western was about to be released. A film set in the 80’s, with its main themes being corruption, drugs and murder. We needed to generate lots of buzz about it. So rather than promoting it in a conventional way, we did the unthinkable: we resurrected Brazil's most charismatic printed tabloid.

 
 

fiction imitates art
that imitates life

 

Brazilian Western is one of the most celebrated songs of the 80's in Brazil. It is 8 minutes long and has no chorus and that's exactly why it stood out. The movie script is based entirely on the song. Likewise, the news of the Last Edition of Notícias Populares are based on the original lyrics, the movie scenes and Brazil's 80's background.

 
 

the goriest newsroom ever
put back together

 

Former journalists, photographers and the original chief editor watched the movie and worked hard, all night long, to relaunch Notícias Populares (the newspaper that was all about blood and murders) one last time,
on the movie's plot.

 
 
 

the largest
press run

300,000 copies of the Last Edition of Notícias Populares were printed and delivered along Brazil’s biggest newspaper: Folha de S. Paulo. We were aiming for an unusual promotion, but we managed to make the largest press run in the history of the tabloid.

 
 

the buzz

 

Portals spontaneously covered the long-awaited comeback. The call to action “If you don’t share our news your dick will fall off” worked well. Twitter, Facebook and Instagram were flooded with the tabloid’s news. 

 
 
 

The campaign ended up generating 1.7 million dollars of free media, out of a low-low-extremely-low-budget. And the public responded.

the year’s biggest audience for a Brazilian action movie:
1.5 million people.

 

With: Fred Saldanha and Eduardo Battiston.

The ADVERGAME that
educates drivers
and pedestrians

 

Traffic and street responsibility shouldn't be game. But since everything else failed, Fiat, the leader in automobile sales in Brazil for over a decade, decided it was worth a shot. So they launched Mistakeland, a game with a simple mission: respect other commuters.

 
 
 

Everyone plays
their part

 
 

Traffic and streets are ecosystems and every tiny part has its role. That's why Mistakeland brings pedestrians, cyclists, bikers, car and bus drivers together. They all belong on the streets. It's the players job make them get along. Bad habits are recurring and Mistakeland is an addictive game that evoques good habits.

 
 
 
 

ENVIRONMENT
AND BELONGING

The suburbs, a commercial district and a busy city center were designed to bring everyday situations to the gameplay. For every stage completed, it gets tougher to avoid mistakes.

 
 

No one is flawless. But now they are at least aware that a mistake can happen right in the next corner.

app store & Google Play Ratings:

 

With: Fred Saldanha, Eduardo Battiston, Juliana Constantino, Danilo Rodrigues and Diego Araújo.

the OLYMPIAN'S MOBILE

 

To celebrate Summer Olympics in Rio, Samsung, one of the official sponsors of the Games, decided to launch a special edition of their premium smartphone, the Galaxy S7 Edge. Every olympic athlete got one. Then the numbered, limited edition hit the stores. There were only 2016 devices. Robert Scheidt is an Olympic hero. He has 5 medals in 6 editions, including 2 golds: the most for a Brazilian athlete. However, he never had a proper homage. With the Olympic Games coming to Rio, we decided it was about time for him to know how proud Brazilians are of his legacy.

 
 

the surprise

 

During his preparation for the Olympics, Robert Scheidt knew he had a Samsung unboxing. But he never had a clue what was going to happen. He phone was loaded with messages from family, friends from all around the world and other athletes to give him the support for his last race and the appreciation for his legendary carrier.

 
 

In his last Olympic Games as laser-class-sailor, Robert Scheidt was the oldest competitor. He finished up in 4th place.

1 amazing CARrier,
5 olympic medals,
2016 smartphones sold.


 

With: Eduardo Battiston and Andrea Siqueira.
 

 
 

A Model With Skin Cancer Rallies Brazilians
to Protect Themselves

 
 

Model and actress Barbara Evans was diagnosed with skin cancer at the age of 22. She was the woman selected to start Nivea Sun's new social media campaign in Brazil. The main intention was to create an habit in Brazilians: the daily use of sunscreen. In the end, beside that we've got a important self-consciousness viral.

 
 

Addressing the issue

 

According to Brazil's National Cancer Institute data, one person dies of skin cancer every three hours in the country. However, roughly 150 million people still don't use sunscreen, and some never have.

Fully disclosed on social networks, the campaign started with Evans, speaking about her experience battling skin cancer. During the video she also made a sunscreen sign on her own cheekbones and invited people to do the same, so they could join the cause #signofcare

 
 
 

A SIGN OF CARE

Celebrities and influencers joined the campaign and spread the message to their followers, inviting them to take selfies with a pattern of sunscreen on their faces -- like a war paint, a war against the skin cancer. That along with the hashtag #singofcare. 

 
 

A sign that reveals that people cared about a real issue in Brazil's healthy system. A sign that proves that the country is moving ahead to the right direction and that brought the subject to the stakes for far longer than just the summertime.

15 millions views,
1 Million likes

 

With: Eduardo Battiston,  Andrea Siqueira, Vinicius Dias , Rafael Homor.

 

An Italian car,
described by an italian, in an italian way.

 
 

Punto Italia is a very special and limited edition of Fiat’s Punto. It’ a very charming car, and we decided to use the Italian elegance to talk about it. An Italian presents the car’s features speechless, using nothing but classic Neapolitan gestures. To make sure everything is comprehensible another Italian dubbed the gestures.

 
 

simple, but elegant

 

As a matter of fact Italians are quite simple. If you want to eat, just get some pasta and tomato sauce. If you want to drink, open a bottle of chianti. if you want to be well-dressed for every occasion, just suit up. It's simplicity made with perfection. For the set we tried to create this atmosphere: an Italian actor, the gestures and the car.

 
 

The campaign reached 3 million views and helped Fiat to remain a top selling automaker in Brazil.

 
 

We made an offer
they couldn't refuse.

 

With: Fred Saldanha and Eduardo Battiston.

 
 

Making the most out
of donated media

 
 

GRAACC is a hospital that offers free treatment for children with cancer. And in order to continue its work, the NGO needs to raise donations each month. On February 2011, major websites donated media space to GRAACC. With that in mind, we decided to resell these banners to users. 

 
 

advertise yourself

 

People and companies were invited to buy a banner. On the campaign landing page, they customized their banners and paid whatever they wanted. Major websites displayed the banners for a whole week and all the money was directed to GRAACC.

 
 

All the banners combined amounted to more than 3.000.000 impressions. The number of unique donors increased 2566% and the money raised was 260% higher than the previous years campaign.

people are willing to help, all they need
is a place to show it.

 

With: Anselmo Ramos, Reinaldo César Júnior, Lucas Osis, Flávio Tamashiro and Pedro Fernandes.

THANK YOU FOR SCROLLING
ALL THE WAY DOWN