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High Five: USA

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Thiago Cruz, chief creative officer at BBDO San Francisco, draws upon five unique projects from across the country that have caught his eye over the last month or so

High Five: USA

Hello! Thiago here. I recently joined BBDO after more than fifteen years working for some of the best creative agencies in five different cities, four different countries and three different continents. I am passionate about creating work that draws from real human insights and positions brands somewhere in the intersection between culture and commerce. Below is a small and relatively random selection of things that I thought were interesting...



WhatsApp - 'Just Send It'

Agency: BBDO San Francisco
Production: SMUGGLER

Let’s start with the shameless plug. When a new Terms of Service update jeopardised WhatsApp’s credibility in private messaging, we zeroed in on our most sceptical audience, Gen-Z. WhatsApp launched a new feature called View Once, which allows users to send content that disappear completely after being seen, which allows users to be more open and spontaneous in the way they communicate. Authenticity is at the heart of this film and it aims to capture how these people would have View Once exchanges in their life. Director Fenn O’Meally, a fast-emerging talent, brought a fresh and original take to it.



Spotify - 'Song for Every CMO'

Agency: FCB New York

I love how this campaign was able to keep the ethos and cool factor of the brand while communicating to a very specific B2B audience in such a fun and unexpected way.



Crypto.com - 'Fortune Favours the Brave'

Agency: Pereira O’Dell
Production: Reset

Is this another commercial with a-list celeb endorsing cryptocurrencies? Yes. But what’s interesting in my opinion is how the agency went all the way to ancient Rome to find inspiration to talk about such a new, modern topic. I like that juxtaposition of timeless and timely.



Lego - 'Adults Welcome'

Agency: In-house at Lego
Production: Hobby

Another strange juxtaposition that somehow makes total sense: selling the legendary toy as a moment of mindfulness in adult’s hectic lives. These made me laugh out loud.



Succession - 'Season 3'

Production: HBO

They are back, and they continue to be the best show out there right now. What, you don’t agree? “F*** off”.

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BBDO San Francisco, Mon, 15 Nov 2021 11:30:36 GMT