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Flávio Particelli

Head of Strategic Creativity

Neve - A surprise at the supermarket


Views: 296 Works: 2

My participation: Idea and screenplay. Challenge: Generating awareness to the launch of the brand’s wet wipes, following the concept “evolving is essential”. Solution: We filmed a stunt in a supermarket, where the famous actress Ingrid Guimarães surprised consumers in a super “evolved” way (speaking with them live, through the cashier’s monitor). She made a quiz about the evolution of some objects and ended up asking what was the evolution of the toilet paper roll – the perfect hook for us to present and explain our new product. In the end, Ingrid and the brand character Alfredo appeared live in the supermarket to thank people for the participation paying their purchases and giving them the new product. Results: - More than 5,5 million views - More than 9 million people impacted - Cost per view of R$ 0,07 cents - More than 45 million impacts - More than 600.000 people watched more than 50% of the video -------------------------------------------------------------- Minha participação: Ideia e redação do roteiro Desafio: Criar ativação para os lenços umedecidos Neve Supreme, com o direcionamento "evoluir é essencial". Solução: Produzimos o vídeo de uma stunt no ponto de venda. Ingrid Guimarães surpreendeu consumidores de um jeito super evoluído (falando com eles, ao vivo, pelo monitor do caixa) para fazer um jogo de perguntas e respostas, sobre a evolução de objetos. O jogo era super didático e fácil, até chegar ao papel higiênico, que dava a deixa para explicarmos o produto e seu benefício. No fim, Ingrid aparecia pessoalmente para as pessoas e, com o mordomo Alfredo, agradecia a participação dando o produto e pagando toda a conta. Resultados: - Mais de 5,5 Milhões de visualizações - Mais de 9 milhões de pessoas impactadas - Custo por view de R$ 0,07 centavos - Mais de 45 Milhões de impactos - Mais de 600 mil pessoas assistiram mais de 50% do vídeo

Sao Paulo, São Paulo Member since: 13-Fev-2016 Last login: 16-Jan-2019 Unavailable for new projects
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Email flavioparticelli@gmail.com

About Flávio Particelli PRO

Publicidade e Propaganda

Distrito Intelligence (business consultancy) Head of Strategic Creativity São Paulo, Brazil - december 2017 - present Distrito is an innovation platform for startups, corporations and investors looking for the next step in their evolution. It has 4 business units: Experience (3 tech/vertical campuses), Ventures (venture capital), Intelligence (innovation consultancy) and Data Miner (content/reports analysis and production). I've been working in the Intelligence team in which I’m responsible for managing and constructing the strategy, storytelling and presentation of our services called Business Hacking (helping companies to solve specific problems) and Reality Transformation (preparing the companies leaders to make their digital transformation and find new opportunities), using our startup ecosystem. ------------------------------------------------------------------------------- iris worldwide (agency) Senior Copywriter / Conceptual Copywriter São Paulo, Brazil - march 2015 - december 2017 Activities: - Creating concepts and mechanics for on and offline campaigns; - Creating content for social media channels; - Creating texts for on e off-line pieces and mechanics (scripts for video and radio, websites, speeches, promo, guerrilla, blitze, events) - Creating conceptual defenses and presentations with strategic detailing and concept defenses. - Doing research and market anaylisis (benchmarking, consumer behavior); - Creating and presenting workshops for clients; Main Brands / Clients: - Sony (Playstation, VAIO, BRAVIA, Xplod, Walkman) - Sony Mobile (previously Sony Ericsson) - Bacardi - Kibon (Wall’s - Unilever) - Brasil Kirin (Itubaína, Água, Baden Baden, Devassa – soda, water and beer) - Kimberly Clark (Neve, Scott) - Diageo - Natura (beauty/cosmetics) - Alliar/CDB (health) ------------------------------------------------------------------------------- iris worldwide (agency) Inovation Coordinator São Paulo, Brazil · march 2011 – march 2015 Coordinator of the Innovation/Concept area Activities: - Curator and manager of internal references database (trends, innovation and new technologies) - Creation of concepts and mechanics for online and offline campaigns - Editor-in-chief and copywriter of the agency blog (trendtech.me) - Research and analysis of: market, communication, consumer behavior and benchmarking - Development of proposals / prospection with the New Business area - Creation and presentation of workshops for clients - Manager of the agency “image” pillar, with direct interface with press office ------------------------------------------------------------------------------ Router (agency) Copywriter São Paulo, Brazil · april 2009 – march 2011 Copywriting for: - On and offline pieces - Speeches (guerrilla, blitze, events) - Scripts (videos, spots) - Ppt presentations (strategic detailing and concept defenses) -------------------------------------------------------------------------------- Copyright (agency) São Paulo, Brazil · 2005 – 2006 Assistant in the copywriting and creative activities (e-mail marketing, direct mail, posters, flyers, sales force magazines, ads) Clients: Accor Hotels (Formule 1, Ibis, Mercure, Sofitel, Novotel) Unibanco (bank) Oi (mobile operator)

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