Support in football is gender-biased. To encourage the French women’s team before the 2023 World Cup, Orange tricked the fans into loving woman’s football. We first showcased a never-seen-before compilation of top plays by French male stars (Mbappé, Giroud, Griezmann...). Then we reveal the ruse. The video was in fact a compilation of... women’s technical moves! Thanks to VFX, we faked the appearance of the French woman's team in the 1st part. The 2nd part showcases the same actions, without VFX, allowing the audience to admire the talent of the women’s team, free from gender stereotypes.

WoMen's Football

Luxury Judge Ravi Amaratunga Hitchcock, Co-Founder of Soursop, on Marcel’s ‘WoMen's Football’ for Orange: “It was truly exceptional in what it managed to achieve, but also the simplicity in which it was executed.”

Luxury Judge Ravi Amaratunga Hitchcock on WoMen's Football

In the years since Tide launched PODS, washing machines have increased 80%. Which means loads are bigger and dirtier, yet consumers are still dosing the same amount. So in 2023, Tide launched Power PODS with 85% more cleaning power – the only problem was no one thought they needed them.

So in an effort to show consumers the very real need for Tide Power PODS, we opted to use their own videos as evidence. We scoured the internet for the most viral UGC clips and then inserted actor / meme star Kumail Nanjiani to point out how each one ultimately led to needing more Tide.

Gonna Need More Tide

In the middle of the celebrations of the World Cup winning, PedidosYa sent to half of the country a “fake” delivery notification to their phones reading: “Your order is on the way”.
Millions of users panicked, thinking their account had been hacked, or they had been scammed. But when they opened it, all that anguish turned into joy. 

It turns out that the notification took them to the map inside the app that usually tracks the order. But this time, it was directly linked to real time data that tracked the flight that brought the champions together with the World Cup Trophy to the country.

World Cup Delivery

The story narrates the journey of a mother and her daughter, who has been diagnosed with leukemia, to the capital of Peru. A poor mother from a province far from the capital who desperately needs to get to the INEN hospital because she cannot afford the medical treatment for her little daughter. The narrative involves us and conveys the hopelessness, anguish, resilience of this mother, and invites us to reflect on "cancer before cancer" that people of low economic resources must go through.

Cancer Before Cancer

Uber One is a paid membership platform that allows members to save money and access benefits across Uber Eats and Uber Rides. In other words, it’s a membership exclusively for people who eat food and go places. 

The launch film features Hollywood icon Robert De Niro and rising British actor, Asa Butterfield. We see them form an unlikely friendship after bonding over their uniquely shared passion for eating food and going places.

OOH and social expand the campaign and build on the simplistically straightforward language of ‘Eating food and going places’.

Uber One – Best Friends

2023 marked the 10th anniversary of Japan's Hoshi Awards for short-form science fiction. In creating promotional materials for the occasion, we sought to design them in a way that was appropriate for this milestone year. Since science fiction as a genre explores a countless array of possible futures, we created graphic icons for each of the past decade's award-winning works and depicted them as passengers departing on journeys to different futures. We also created an anthology of the 2023 award-winning works in a travel journal format, with bookmarks for each work in the form of a ticket.

Departures to Countless Futures

1500+ toxic chemicals are used in textile production. Japanese startup AIZOME has developed a dyeing method that uses only water, plants, and ultrasound, to create textiles that are not only harmless, but even come with health benefits. But how can a startup stand out among all the sustainability claims?

WASTECARE™ — the first skincare product that is industrial wastewater from textile dyeing. Tested according to dermatological standards and packaged like a high-end beauty product, it was shipped out to key opinion leaders in fashion and healthcare with the goal of forming partnerships.

Industrial Designer & Entrepreneur

AIZOME WASTECARE Industrial Waste — Certified as Skincare

Product Design Judge Jo Barnard, Founder & Creative Director at Morrama, breaks down what made Wastecare a D&AD Graphite Pencil-winning piece of work. It was produced by Serviceplan Germany for the textile startup AIZOME. “They created a batch of a skincare serum made using the waste from their dyeing process. It was beautifully executed: it was hard to say no.”

Product Design Judge Jo Barnard on AIZOME WASTECARE Industrial Waste — Certified as Skincare

This project updated the structure of the existing Digital Bus Stop Billboards, to help women waiting for their buses, to feel safer. 
Waiting for the bus alone at night in Brazil can be very unpleasant, not to say dangerous. That's why Eletromidia mapped the most deserted and/or dangerous bus stops, and transformed theis Billboards into a powerful tool for companionship and protection, with security professionals who made company for the women, until their bus arrived. Today, the project has over 100 Guarded Bus Stops up and running, in 3 different cities (and counting).

Guarded Bus Stop

Football has already stopped many wars.
But no war will ever stop the spirit of football.
Based on this belief, Brahma as the largest and most traditional football partner in Brazil, positioned football as a symbol of resistance and an unifying power when it comes to bringing people together.
When a football team ceased to exist, is not just a team that disappeared. But it’s the soul of a community and the identity of the people.
We show that the "Country of Football" can be the birthplace of the rebirth of a team exiled by war. Becoming an agent of change and hope in difficult times.

The Exiled Team

We used the hundreds of unused spaces to share all of the Marina Prieto’s 54 Instagram Posts. The entire Metro was filled with her: going for a walk, sunbathing in the garden or taking a nap. Just her photos: not a single logo nor CTA inviting to follow her. We just waited. And it was such a success that within a few hours, social media was flooded with this question: Who is Marina Prieto and why is she everywhere? Then, after weeks of expectation, we revealed the big mystery at the Spanish Effie Awards.

Curation by Icaro Doria

Icaro Doria

Experiential Jury judge D&AD

View Icaro Doria's featured curation