Creative thinkingforBusiness Impact
The world is full of noise. Brands don't need more background sound, they need ideas that cut sharp, hit deep, and stick around. Creativity isn't just flair; it's the engine that powers relevance, stirs real emotion, and builds lasting bonds. I dive into culture, think boldly, and bring clear strategy to unlock creative solutions that don't just land, but spark conversations, grow communities, and drive real results. These projects prove how smart creativity turns challenges into meaningful opportunities.
Projects
Smart Drinking
Creative agency: MullenLowe SSP3
The Challenge
How do you talk about responsible drinking without sounding preachy or boring?
The Solution
Instead of telling people to drink less, we told them to eat smarter. "Craving Six-Packs" was a smart drinking campaign that disguised beer six-packs as fast food cravings—hamburgers, pizza, and fried chicken—showing that eating while drinking is the best way to enjoy alcohol responsibly. Visually disruptive packaging and retail design made the campaign impossible to ignore. The idea turned a serious message into something fun, social, and worth sharing.
The Highlights
- +20pp increase in the habit of eating while drinking beer.
- Became a Latin American benchmark for creative responsibility campaigns.
- Awarded at El Ojo de Iberoamérica (Efficiency – Bronze, Media – Bronze).
- Featured in AdsoftheWorld and other leading creative publications.