ALEXANDRA
GARELLI
Advertising
Creativity is not only about ideas; it is mainly about solutions.
There's a whole story behind every spot. Sometimes, there's and a 360 campaign too. There are also briefs, clients, meetings, brainstorming, many 'no' and many 'yes'. But in the end, there's nothing like the feeling of the brand accomplishing its goal through our campaign.
TV
CANESTEN V:
Can you imagine to get fit by working out just once?
With Canesten V you can get rid of the yeast infection with one single ovule (instead of 3 like other brands). We compared the 'Canesten V Effect' with some fictional situations that young women would love to live.
Can you imagine if everything could have the Canesten V effect?
KLEENBEBÉ
Moms tend to leave their life behind when their babies arrive.
Through this campaign, KleenBebé encouraged every mom to make her baby part of her life instead of forgetting about themselves, so their baby will have the best version of them.
A complete woman leads to a happy baby.
PHILADELPHIA
Everything tastes better with Philadelphia, but it is a matter of imagination to find where to add it.
We invited millennial women to discover a new great dish just by adding Philadelphia to their everyday special recipe.
What will you discover with Philadelphia today?
Radio
Ni Un Día Más:
By Canesten V
(There's a 360 campaign behind. Feel free to ask for the whole story.)
*Meta Award in Aspid Awards 2015
Digital
PR
Do Not Breastfeed In Public
(By UNICEF)
The Brief: In Mexico the prejudice towards breastfeeding in public has made 64% of mothers not breastfeed. Since Mexico is last place for breastfeeding rates in Latin America, Unicef needed to throw a spotlight on this problem and provoke Mexican society to change prejudice into awareness.
The Idea: To promote breastfeeding, we created a Do-Not-Breastfeed campaign.
*Shortlist in PR Cannes 2015
Spec Ads
Optical Illusion.
Through an optical illusion, we show people how dangerous it is to be distracted by minor things while driving or walking on the street.
Back Translation: Look at the cellphone for 30 seconds to see what happens. If you are distracted by minor things, you loose sight of the important ones.
Art Director: Fabrizio Flores
*Semifinalist in Caracol de Plata 2013.
Life Through a Tree
(By WWF)
The Brief: Overpopulation is affecting us in many ways. Find a way to help the world by solving one of those problems.
The Facts: Cemeteries are large and non-productive spaces. It takes one tree for two people to breath.
The Insight: People need to feel their dead loved ones are somehow still alive.
The Idea: Let's build lungs of the cities by convincing people to become a tree when they die.
Art Director: Valeska Von Knoop
*Idea for Young Glory 2012-2013
Silence Doesn't Mean Mute.
(by Kinect)
The Brief: Connect an audience of your choosing to a product or service in a way that wasn’t possible five years ago.
The Insight: Technology has been trying to make communication easier for everybody, but it has forgotten about deaf people.
The Idea: We can help them throught an app for smartphones that translates ASL into subtitles and voice into ASL, by using Kinnect technology.
Art Director: Valeska Von Knoop
*Idea for Future Lions 2012.
HOTLINE
(by Amnesty International)
The Brief: Stop sexual trafficking.
The Insight: People think they are not related to sexual trafficking because they don’t pay for a prostitute, but they are not aware of their contribution in many other ways.
The Idea: Using one of the problems as a solution, Amnesty International aims to stop sexual trafficking.
*Winner from TheAppliedArts 2014
Calorizer
(by The Department of Health UK)
The brief: The world is getting fat but people keep saying they don't have time to work out. Make the world healthier.
The idea: A routes generator on digital maps that designs new ways to get where you have to go, while burning more calories and passing through the places you like.
Art Director: Valeska Von Knoop
*Idea for D&AD 2013 and Ojo de Iberoamérica 2013
Droppie
(by Hellman's)
The brief: To create a videogame for Hellman's.
Target: A 10 years old girl who is still defining what she wants to be. She is half girl-half teenager. She loves her iPad because that's her world, but she still likes to spend time with her brothers.
Product insight: We try to use all the mayonnaise in the bottle, but there are always some drops stocked at the bottom of the bottle.
Idea: Droppie, a platform video game about a mayonnaise drop stocked at the bottom on the bottle. It wants to go out of it, but the lemon drops and the use-by date (time) will try to avoid it.
Art Director: Valeska Von Knoop
Endless stories
There's a better way to get there.
Spec Prints
Sonrisas Adictivas
(by Fundación Valores)
The brief: We need volunteers for a Non For Profit Organization. They will play soccer with the boys and dance with the girls.
The insight: When you spend time with kids, you will end having fun or at least laughing.
The idea: We proved how much fun it is to spend time with kids by betting people (even the grumpy ones) they would laugh when facing a kid. They all said no and they all lost.
*Idea for Jóvenes Creativos 2013