Stella Artois
Uncomfortable Food
According to data, 96% of home kitchens in Brazil are led by women,
while only 7% of award-winning restaurants are run by them (IBGE / Chefs Pencil).
This disparity caught the attention of Stella Artois, which, in partnership with chefs from all over Brazil, launched a menu that transforms the discomforts experienced by women in gastronomy into original dishes.
“Uncomfortable Food”: an initiative to take gastronomy out of the comfort zone.
We have used "comfort food" to highlight this social issue through "Uncomfortable Food", a term that reflects the barriers they face.
Renowned chefs from across the country came together to bring this gastronomic experience to life – each dish is a reflection of the current gastronomy scenario and an invitation to change, focusing on three main pillars: visibility, recognition, and training.
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During an exclusive dinner event, the chefs presented their creations, showcasing how essential uncomfortable foods can be.
During an exclusive dinner event, the chefs presented their creations, showcasing how essential uncomfortable foods can be.
The launch dinner, where the menu was unveiled, was a huge success.
In addition to the expanded menu, which could be tried in differents parts of Brazil, other delightful dishes were also created.
The movement spread even further: our chefs were spotted all over the country, demonstrating that the present of gastronomy is female.
The gods of food are different, huh?
CW: Júlia Calais, Igor Moura
AD: Tiago Pinheiro, Beatriz Sotero, Henry Kage
CEO/CCO: Felipe Simi
ECD: Rafael Ziggy
Group CD: Erick Mendonça
CD: Nayara Lima, Gabriela Moura
my role: concept, copywriting
Stella Artois
StartHer
Helena Rizzo is the only female chef in Brazil with a Michelin Star -
but we want her to be one of many.
In pursuit of this goal, Stella Artois has introduced StartHer: a campaign
that initiates new female chefs on the starter menus of Michelin-starred restaurants.
haute cuisine.
We used the brand's track record of building relationships with top restaurants and its negotiation power to promote the inclusion of more women in the most renowned kitchens. And we made our move at the exact moment the Michelin inspectors were in the country to evaluate the restaurants.
This campaign wants to encourage professional kitchens to increasingly allow women to work with them. And to do this, renowned restaurants in São Paulo received entries signed by chefs from across the country, providing recognition and productive inclusion to women.
Behind every success story there is some support that is not always known. In the gastronomic world, women are not always given the leading role - until now. ![]()
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What about start to see them shine even brighter?
What about start to see them shine even brighter?
CW: Júlia Calais, Igor Moura, Maria Fiuza
AD: Patrícia Kano, Henry Kage, Beatriz Sotero
CEO/CCO: Felipe Simi
CCO: Rafael Ziggy
ECD: Erick Mendonça, Marina Cota, Rafael Alves
CD: Isabela Marangoni
my role: concept, copywriting
Stella Artois
A Seat At The Table
For the third year in a row, we've been shortlisted in the GLASS category at Cannes with Stella Artois – this time with our platform that crowns all the initiatives from previous years, encompassing ideas that champion the presence of female chefs
in haute cuisine.
Hat trick! :)
Hat trick! :)
The creative idea behind A Seat At The Table was to create an effective and sustainable platform for gender equity in gastronomy.
The platform redefined what it means to be recognized, respected, and remembered in Brazilian gastronomy.Rather than launch a traditional campaign, we built a platform that spanned research, culinary art, social impact, media innovation, and entertainment—each initiative designed to dismantle a systemic barrier.
Uncomfortable Food turned data into protest dishes signed by 100+ women chefs. StartHer placed their creations on Michelin-level menus. Chef’s Placement inserted real chefs and their stories into Brazil’s most-watched telenovela.
The work crossed categories, disciplines, and expectations. It moved Stella Artois from sponsor to social agent—actively transforming the sector it depends on. Creative strategy and execution were inseparable: every action was born from the same purpose—shift the system, not just the story.
A Seat At The Table was executed over four years through integrated, multi-format initiatives, each designed to tackle a systemic barrier in Brazilian gastronomy.
It began with Uncomfortable Food, where 100+ female chefs created dishes based on data from Stella’s research, served in restaurants and shared through
earned and social media.
It began with Uncomfortable Food, where 100+ female chefs created dishes based on data from Stella’s research, served in restaurants and shared through
earned and social media.
A Seat at the Table achieved remarkable results across business, cultural, and industry metrics.
Key outcomes included 2 billion earned impressions, a 153% increase in restaurants purchasing Stella Artois, and a 20% rise in female chef representation in the Michelin Guide.
Restaurants led by women saw a 42% growth in reservations, and StartHer chefs directly benefited from training and visibility.
The conclusion?
In for years, we didn't just build a chair: we set a whole table.
In for years, we didn't just build a chair: we set a whole table.
CW: Júlia Calais, Igor Moura, Maria Fiuza
AD: Tiago Pinheiro, Henry Kage, Beatriz Sotero, Patrícia Kano, Sofia Collauti, Luiza Vidal
CEO: Felipe Simi
CCO: Rafael Ziggy
ECD: Erick Mendonça, Marina Cota, Rafael Alves, Alvin Shiguefuzi
CD: Nayara Lima, Isabela Marangoni
my role: concept, copywriting
Mercado Libre
Hay Moda en Mercado Libre
There's more in this box than you might think:
there's fashion on Mercado Libre.
This is the premise of the Mercado Libre's LATAM campaign, aiming to showcase that in Latin America's largest e-commerce platform, you can find everything, including fashion.
With films in Portuguese and Spanish featuring two Latin American celebrities, Manu Gavassi and Sofia Reyes,
we created looks made from cardboard to emphasize that fashion is in our boxes.
Through transitions, we unveil the cardboard outfits to reveal Mercado Libre's clothing, beauty products and accessories.
The best of fashion are inside our cardboard boxes :)
CW: Júlia Calais
AD: Beatriz Sotero
CCO: Bruno Brux
Global Head Of Design: Murilo Melo
ECD: Tiago Abreu, Pedro Araújo
CD: Rafael de Miranda, Rapha Borges
my role: concept, copywriting
Vult - O Boticário
Bem-Vinda
The process of discovering female beauty extends beyond looking in the mirror.
Far from the stereotypes created about what is "beautiful", beauty for many women reveals itself during various moments in life, when reflecting on their emotional baggage, journeys, scars, desires and unique traits.
In parallel with this, makeup, which once served as an imposition reinforcing unattainable standards, has now become a true tool and choice for those seeking
to enhance their features and express themselves to the world.
"Bem-Vinda" (Welcome) goes into this process. It's an advertising piece by Vult that came to life in the portrayal of Isabel Teixeira, a talented actress known for her role
as Maria Bruaca in the highly successful Pantanal, remaked in Brazil.
In her first campaign, Isabel feels the process of self-discovery through beauty.
In a poetic way, the 70-second film captures the symbolic scene of this moment of self-encounter, involving the mirror and makeup.
Isabel walks up to a dressing table as the song "Bem-Vinda", created specifically for the campaign and performed by the renowned singer Cida Moreira, sets the tone.
The original song takes us into an intimate and contemplative moment, bridging the actress's life with that of many other women.
"Bem-Vinda" was so well-received that the lyrics were made available on various platforms for the audience to follow along.
This project arrives at a time of significant cultural excitement surrounding Isabel, who has solidified her presence in the Brazilian television drama landscape.
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The outcome? Within 48 hours, the campaign registered over 49% of the estimated impact for the entire campaign.
Additionally, there was a remarkable 571% increase in views on YouTube within the first 24 hours.
The campaign achieved 20M impacts (74% higher than the 2022 goal) and a growth of over 768% in organic views on Instagram.
The outcome? Within 48 hours, the campaign registered over 49% of the estimated impact for the entire campaign.
Additionally, there was a remarkable 571% increase in views on YouTube within the first 24 hours.
The campaign achieved 20M impacts (74% higher than the 2022 goal) and a growth of over 768% in organic views on Instagram.
The campaign reinforces Vult's new positioning, "Voa, que o mundo é seu" (Fly, the world is yours), focusing on the power of this message about connection and discovery, reinforcing in the concept of female empowerment that the brand embodies.
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"Bem-Vinda", therefore, speaks to the freedom to believe in one's own power, transforming women through makeup.
CW: Júlia Calais
CEO/CCO: Felipe Simi
my role: concept, copywriting, music composition, voice direction