Felipe Ribeiro

Doordash was famous for food delivery, but not for the millions of other products now available on the app. So for the Super Bowl, we didn’t just make another ad, we delivered stuff from all 76 national broadcast ads to one lucky person.

Yes, that means all the cars, the snacks, a horse saddle, $50K for a downpayment on a house, $20K for a dream vacation, two 30 lb tubs of mayo, a couch with a sack of potatoes, live tax support—all of it.

11.9B Impressions, 258MM Earned Social Impressions, 111.7MM Influencer Video Views

Dash-Alex-Maleski-Alex-Nassour-Christen-Brestrup-Bertie-Scrase-Susan-Hoffman-Azsa-West-Karl-Lieberman-Dan-Viens-Rafael-Segri-Mariota-Essery-Dash-Dash-Dash-!!!!

Wieden+Kennedy Portland
Role: CCO

Budweiser is one of the few brands that have truly become part of pop culture. Being genuinely ingrained in the culture created an astonishing effect: along the last decades, artists embraced the brand without any need of request or paycheck. If you search for Budweiser + any music legend on Google, you probably find pictures of them together. That's a way too good story to be missed. But, giving the relevance of the celebrities involved, that's a story we could never tell. Well, not exactly.



We tracked the tag words that were linked to these legendary pictures, defined specific combinations that improved the results, and gave people one single single task: google it.

Africa DDB
Role: Creative

Here is the story of how Budweiser became by far the most talked-about brand during the World Cup.

We dedicated years to building what was intended to be the biggest Budweiser Campaign of all time. We launched the official World Cup anthem featuring Lil Baby (first video on the left), delivering a message of hope to the tune of the 80s hit "Everybody Wants to Rule the World" by Tears for Fears - propelling it back to the top of the global charts after decades.

The global campaign, starring Messi, Neymar, and Sterling, was broadcasted in over 70 countries worldwide. "The World is Yours to Take" was displayed in every corner of the planet. In Qatar, stadiums were filled with a diverse range of promotional materials and, of course, millions of liters of Budweiser.

However, just 48 hours before the kick-off, we woke up with an article in The New York Times that changed everything: beer was banned from the World Cup in Qatar.

Budweiser found itself in the spotlight. Internally, we faced significant challenges. The question on everyone's mind was: What should we do with all that beer? We completely shifted the narrative with a single tweet: the winning country would receive it all for free.

We gamified the World Cup. Every win and loss dictated our next move. With the message of “Bring Home the Bud”, we highjacked our way back to the stadiums for the world to see.

255 billion impressions and earned media worth 400 million.

Wieden+Kennedy NY and Sao Paulo
Role: Global ECD

This is the Spriteverse, an alternative universe that offers a break from the nerve-frying “mental heat”. Take a look and see what you find there.

“Totally bizarre but relatable at the same time” - Yonk, 3D duo.

Wieden+Kennedy Sao Paulo
Role: ECD

It's Nice That: Sprite goes off the wall with Yonk in new “parallel universe” ads

Turns out, fish are not as healthy an alternative to red meat as we all thought: they are contaminated with heavy metals dumped in the oceans. To raise awareness, we fought heavy metals with, well, heavy metal. We formed the 'Heavy Metals' band, rocking out tunes about the heavy metals found in the oceans. The band boasts some epic vegan talent: Rodrigo Lima of Dead Fish, Dirk Verbeuren of Megadeth, Juninho from Ratos de Porão, and Iara Bertolaccini, former guitarist of BlastFemme.

heavymetals.com.br

Wieden+Kennedy Sao Paulo
Role: ECD

You can take on anything with the right people. And whatever you're into, you're never flying solo. With Facebook Groups, you find people who are just as into it as you are to really dive into what you love and grow your passions together.

Deafhoops
Out of millions of Groups, Deafhoops stands out. It's a place where deaf basketball enthusiasts gather to chat about the game and hit the court together. This group isn't just about talking hoops; they've built a community of fans and players that's even snagged some championships along the way.

Dance Accepts Everyone
This Group is the ultimate no-judge zone for every kind of dancer out there. Whether you're a pro ballet dancer or just a dad trying to keep up with your toddler, it's all good here. And when everyone was cooped up at home, this Group became a go-to spot for some much-needed joy, sharing dance moves and enjoying the sight of others grooving away in their living rooms.

Wieden + Kennedy Portland
Role: Creative Director

Wieden+Kennedy Portland
Role: CCO

Wieden+Kennedy Portland
Role: CCO

With a reach of 1 billion, Budweiser has one of the highest circulated cardboard packages in the world. So, we decided to give the publishing industry a chart-topping revamp. Meet BudMag: the monthly music magazine printed on Budweiser beer packs, giving Colombia's up-and-coming artists the audience they deserve.

Wieden+Kennedy Sao Paulo and New York
Role: Global ECD

Whether you're an Olympian or someone who only watches the Paris Games, we all have something in common.

We all get just one body. We better fight like hell for it.

Dylan Lee; Nate Nowinoski; Pierre Jouffray; Derek Szynal; Azsa West.

Wieden+Kennedy Portland
Role: CCO

What does grit have to do with Brazilian football? At first sight, it doesn't. If anyone could choose one word to define our football, it would be something between creativity and magic. But nothing here is simply given. Magic only comes with absurd amounts of struggle, sweat and tears.

Grit is our survival instinct. Grit is the only way to change our reality. Grit makes us magical. Twice as smart, twice as skillful. Grit is the only chance we have to succeed.

Grit took us here. Grit will take us there.

Wieden + Kennedy Sao Paulo
Role: ECD

Google is still the biggest search engine on the planet, by far. But Gen Z is discovering new ways to do searches, often more graphical and interactive. Yes, think TikTok. We needed to find a new stronghold for Google with this generation. An undeniable, unquestionable truth that would reposition it with them.

And that's when it hit us: on Google, you search for things you wouldn't ask anyone. Not even your best friend. Whether it's something super personal, or you're just avoiding looking silly with such a trivial question. In short, Google is the most intimate of search engines.

The only one you feel safe searching as weird as it can get.

Films - Search Translations

Rain:
”Cheap umbrella for someone who has already lost 20 this year”
Search Weird

Cat:
”World's tallest cat record”
Search Weird

Pet Shop
”Pet Shop that does emo grooming”
Search Weird


Wieden+Kennedy Sao Paulo
Role: ECD

Facebook Groups - it's all about connecting with real people. It's different than just typing questions into a search engine. In Groups, you get real answers from folks who might get exactly what you're dealing with. You're not just reading advice; you're hearing stories and insights from people who've been right where you are

Higher / W+K Portland
Like, say you're failing miserably at keeping your plants alive. You can find a few tips anywhere, but ask in a Facebook Group, and you'll find someone who's been in your shoes. They might even help you fall in love with your plants all over again.

Moms / W+K São Paulo
And for moms, well, every mom's journey is unique, but hearing from others who've faced similar challenges with, let’s say, their bundle-of-energy kids can save the day sometimes.

More Together marked one of Facebook's biggest leaps. A worldwide effort led by Wieden + Kennedy.

The tale of an Iguana that aspired to soar in the sky until it encountered an eagle that helped it to find out what it feels like.

This poignant story swept across the nation and became one of the most remarkable campaigns in Mexico in 2023.

A mural updated every week with clues from the next week's episodes.

Every fan loves a conspiracy theory. And when it comes to such an unpredictable show like The Boys, they simply can't get enough of them. To launch the new season, we provided fans with everything they needed to indulge in their wild imaginations.

Instead of a conventional trailer to fuel the speculation, we collaborated with muralist Apollo Torres to create a mural featuring 40 clues. Each week, the mural was updated just before the release of one of the 8 episodes. This strategy kept fans on the edge of their seats throughout the season, allowing them to take the lead in discussions. Countless outlandish theories flooded social media, with streamers and influencers attempting to unravel the mysteries—often in vain, but always entertaining.

What began as a story in the streets of São Paulo transformed into a multitude of manifestations across social media platforms worldwide.

Wieden + Kennedy Sao Paulo

Heinz is the number one ketchup out there for a reason. It doesn’t need to talk about that so much as act and help those that put Ketchup on everything. Packets have always been a savior on the road yet a curse to open and squeeze out. So we invented something, patented it, and people went crazy for it. Heinz's new device that squeezes every last drop out of a ketchup packet: The Heinz Packet Roller

Mashed: Heinz's New Gadget Will Change The Way You Use Ketchup

The Spoon: Heinz Unveils A Packet Roller to Help You Avoid Mustard Pants

The Takeout: The new Heinz Packet Roller will get every last bit of ketchup out of a packet for you

—

Wieden + Kennedy New York

Few moments are as important in the life of an LGBTQIA+ individual as the moment they come out for the first time. It requires courage, trust, and a safe space where they can find acceptance, understanding, and support from like-minded individuals.

Every day, millions of members in LGBTQIA+ Facebook Groups draw strength from one another to share their truth. We wanted to commemorate this trust and the incredible individuals behind it.

"Coming Out" is a music video that aired on national TV, featuring LGBTQIA+ Facebook Groups members at various stages of the coming out process. Through sharing their experiences in these groups, they discovered the collective strength to come out to the world together.

During one of the most challenging periods faced by the Brazilian LGBTQIA+ community, their spirit of freedom resounded resolutely and powerfully.

Wieden + Kennedy Sao Paulo

Exploring the micro universes of Facebook Groups in Brazil.

Shot by Bob Wolfenson and Mar+Vin.

Wieden + Kennedy Sao Paulo

When Samsung Galaxy S7 was launched in Brazil, its most special feature was the night camera, that carries much more sensitive lens than its main competitor: the iPhone 6. So we've decided to explore it through a real ode to the nightlife in the city: a visual poem portraying the feelings of those who stay long enough to witness the magic of the last train, the final dance and so many other little moments.

Men already have a place to take care of their beard, hair, and mustache, so why is Armpit still off the menu? Old Spice presents the world's first Armpit Barbershop. A place to make your Armpits shine. To do so, we invited the most famous barber in Brazil, Ariel Barbeiro, well known for his famous haircuts called Blindados. The stunt was placed in Salvador, Bahia and instantly went viral on social media bringing people from all over the place to make armpit dos.

Wieden+Kennedy Sao Paulo

Believing starts by picturing yourself there. Wherever your there may be. The second step is to chase it. But listen: chasing takes a lot of imagination too. So, If you're gonna play, play like you’re in the stadium of your dreams. Enter any field as if you were debuting in the National Team. Play like you’re an inspiration to many. To the next generation. Or to the generation after that.

How bad do you really want to make it?

Wieden+Kennedy Sao Paulo

White wine is the secret behind Grey Poupon’s distinct taste. To prove that the combination of Dijon and white wine truly elevates flavors, we decided to try it the other way around: launching the first-ever white wine infused with Grey Poupon mustard seeds.

It worked.

“La Moutarde Vin” was created to show to the world that some things in life are meant to be savored. Like every Tuesday’s lunch.

Forbes: “Pardon Me, Do You Have Any Grey Poupon-Wine, That Is?


Wieden + Kennedy New York

In 2012, Corinthians won one of its most important titles: the FIFA Club World Cup in Japan. But the highlight of the competition went beyond the victory. About 30 thousand fans crossed the globe to support the team in the finals. So, to celebrate its 10th anniversary and the launch of a commemorative jersey, we paid homage to the fans by creating a manga magazine and exhibition portraying the most exciting moments of the journey.

Wieden + Kennedy Sao Paulo

With no special effects, safety nets, or strings attached, a skydiver free falls towards the ground, dangerously fast, before he makes a purchase of a parachute in midair. All produced with professional skydivers, cinema Red cameras, and a legitimate parachute sale at 8,000 feet.

That's all meant to show how easy it is to use Brazilian credit card, Elo via Google Pay.

Wieden + Kennedy Sao Paulo