Camila Gurgel

Senior Copywriter

Send your screams of frustration to be released into the wild in Iceland

How to promote Iceland as the perfect travel destination, while the world is still trapped at home?

‘Let It Out’ is a campaign that invites the world to release their screams of frustration into Iceland’s vast and beautiful spaces, straight from their quarantine homes.

Speakers were positioned in 7 different areas in the country. On the website people could pick a location, record their screams and watch it echoing live into the wild.

The campaign got the whole world talking about Iceland with copious media coverage worldwide.

CASE STUDY

LAUNCH FILM

A photographic series about boredom raises funds for busy NHS workers.

Conceptual boredom is a project that explores our connection with our homes, our things and our bored minds during lockdown.

It created a dialogue about boredom and privilege and helped raise funds for those who don’t get to be bored: NHS workers.

Conceptual Boredom was talked about all over the world, got a 4 pages article on Campaign July issue and ended up becoming a real art exhibition in Shoreditch.

Follow @conceptualboredom

CASE STUDY

The task was to create 10 seconds idents announcing Candy Crush sponsorship of ITVX Movies.

So we decided to create Candy Crush The Movie. Well, parts of it.

The seven 10 seconds idents are the major scenes of the fictional movie inspired by the game.

Where’s the rest of it? In your imagination.

In the story we see our reluctant hero Crusher on a mission to avoid Candygeddon and save the world. She’s joined by her old crew: Crystal, Beans and Cherry as they face off against the villain Sindy.

There’s love, loss and licorice, colour bombs, catch phrases and unbelievable twists.

A treat for fans of the game and movie buffs alike.

TRAILER

IDENTS

POSTER

 It’s Mentos. It’s gum and candy. It’s fun.

In this new brand ads we had the pleasure to work with the director Vedran Rupic that helped us slide and spin some people in order to put Mentos back in the map.

No one puked. We had the best time.

We sold a $91 million art piece by quoting the worst things ever said about it.

Every masterpiece in history had one thing in common: they were as hated as they were loved.

For the pitch winning work for auction house Christies selling the art piece Rabbit by Jeff Koons, we decided to prove our point by quoting the nice but also worst things ever said about it.

The Own the Controversy campaign got people taking sides and helped Koons break a world record.

CASE STUDY

Campaign films

Turn your lockdown sweatpants into adventure boots.

Iceland is everything we’ve been craving in the past year: open spaces, adventure and exciting views. And sweatpants are a symbol of lockdown life, sameness and boredom. All the things we want to leave behind when we can travel again.

So we found a way to celebrate this breakout moment by turning sweatpants into the ultimate symbol of exploration and discovery: hiking boots. The campaign is part of the “Looks like you need Iceland” positioning and it’s a simple and fun way to invite people to finally come to this wonderful country and enjoy their so missed freedom.

FILM

Sweatpants Boots case study

What can ‘good guys’ do to help women feel safer on the streets?

The Good Guys Guide seeks to help men realize that even “good guys” can be perceived as a threat and that they have a role to play in helping women feel more comfortable when out on the streets. The guide offers a set of seven quick and easy-to-follow rules that men can adopt when out and about in order to help women feel safe, acknowledging that it’s not women’s responsibility to take precautions to “avoid” being harassed.

The Good Guys Guide was also promoted at 17 high-traffic outdoor sites across the UK, bringing its message directly to the locations where actions can make the biggest difference.

A menu 30% more expensive for men got Brazil talking about the gender pay gap.

Years ago, as International Woman’s Day was approaching, I wanted to do something to draw attention to the 30% gender pay gap in Brazil. A country that still thinks a red rose and free entry to nightclubs are the right way to celebrate women.

So I called every restaurant in SP until I found one that was brave enough to make a statement. With a friend holding a camera and a drunk sound guy, we recorded people’s reactions when given a menu that charged an extra 30% just for men.

It caught the attention of major media channels; I was invited for radio interviews and huge TV celebrities and politicians shared the piece on their social channels.

Case study