Flávio Particelli
Creative Director
Neve - Metaphors
Views: 3791 Works: 2
My participation: Idea and screenplay. History: Neve is the biggest toilet paper brand in Brazil and, through the last decades, it has always been the leader of category supported by a great history of humorous but classy ads - most of them, starred by Alfredo – a reliable and confident butler character that always saves the day bringing Neve’s paper to the consumer whenever they need it. Challenge: In its most recent chapter of innovation, Neve was the first brand to launch fresh wipes in the Brazilian market. Now, how could we explain the utility and subtle differences of this new product and hygiene habit since we can’t really show how it works? Solution: We made a “product demonstration film” with a twist: we created a storyline in which we showed all the intimate hygiene process replacing all the graphic parts for funny metaphors, including other cleaning routines of the consumers. This way, we could be not only very didactic, but funny and classy as the brand roots. Plus that, for the first time, we could show Alfredo helping someone that was already using Neve's paper. And, because the film was based on a very visual language, it also became a universal message, working even without sound or language barriers. Top 10 best Ads of Latin America by FeelMore50 https://www.feelmore50.com/ads-by-region/latin-america Creativity Online (Editor's Pick): Brazilian toilet tissue brand Neve gets quite graphic about toilet hygiene in this spot promoting its fresh wipes -- via a series of outrageous visual metaphors. Agency Iris Sao Paolo obviously thought long and hard about how to demonstrate the superiority of wipes in a way that's funny-but-gross and also gets the product message across. From dumptrucks to mudsplattered windshields, we're left in no doubt as to what's going on. Neve is known for its humorous ads featuring a butler named Alfredo who always brings the toilet tissue along when needed, and this guy also gets a look-in at the end of the spot. The (highly appropriate) tagline is: "Once you get it, it's obvious." http://creativity-online.com/work/neve-once-you-get-it-its-obvious/48269 AdsOfTheWorld: http://adsoftheworld.com/media/tv/neve_metaphors Update Or Die: http://www.updateordie.com/2016/07/14/neve-e-um-filme-inusitado-para-divulgar-seu-lenco-umedecido/ Lurzer's Archive: http://www.luerzersarchive.com/en/magazine/commercial-detail/kimberly-clark-brasil-62639.html
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About Flávio Particelli
Publicidade e Propaganda
iris worldwide (agency) Creative Director / Senior Copywriter São Paulo, Brazil - march 2020 - present ------------------------------------- Distrito Intelligence (business consultancy) Head of Strategic Creativity São Paulo, Brazil - december 2017 - march 2020 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)