Andrea Siqueira

The Gut Gap is real and the proof is in the poop: Women are more likely to be stressed than men and twice as likely to be constipated too!* Join us with Abbi Jacobson and Ilana Glazer, as we help women lighten their load through laughter, and make a push towards closing #TheGutGap.

See this tree right here? It’s a male tree. Did you know that male trees produce pollen, the number one cause of seasonal allergies? Female trees don't. They absorb pollen. According to a 1949 USDA recommendation, American cities plant more male trees than female trees because they don't litter the sidewalks. But pollen levels are rising. In partnership with Cornell University and Arbor Day Foundation, Claritin took a stand and is intentionally planting more female tree gardens and parks so everyone can live as if they don't have allergies.

Credits: Energy BBDO Chicago.

You can’t control everything life throws at you: a sneeze in a crowded elevator, a nosebleed or a lipstick smudge, but… we can flip our mindset towards it.

To change the facial tissue category, we wanted to embrace the messy, raw and unfiltered situations where Kleenex is needed the most. That’s what we did in the recent global campaign for Kleenex.

credits:

Agency: FCB Chicago/ CCO: Andres Ordonez/ Executive Creative Director: Andrea Siqueira/ Creative Directors: John Potter and Manu Torres/ John Fiebke/ Creatives: John Potter, Manu Torres, Andrew Wernette, Alaina Peterson, Andrea Siqueira, Kathelyn Bottoms.

PR links:

* Adweek: “Monday Stir” https://www.adweek.com/agencyspy/monday-stir-108/176848/

* Little Black Book: “Kleenex’s Larger Than Life Campaign Celebrates Beautifully Human Messes” https://www.lbbonline.com/news/kleenexs-larger-than-life-campaign-celebrates-beautifully-human-messes

* Reel 360: “Kleenex and FCB launch 3D billboard in New York’s Times Square” https://reelchicago.com/article/kleenex-and-fcb-launch-3d-billboard-in-new-yorks-times-square/

* Ads of Brands: “Kleenex: Grab Kleenex”

* Ads of the World: “Grab Kleenex®”

* BestAdsonTV: “https://www.bestadsontv.com/ad/135893/Kleenex-Grab-Kleenex”

* ClubeDeCriacao: “https://www.clubedecriacao.com.br/ultimas/campanha-global-166/“

For the second year in a row, Hershey’s expands the HERSHE platform for International Women's Day, created by BETC/Havas. Now bigger and under the theme “Her Dream” and “She Dreams” (in Portuguese, “O Sonho Dela” and “Ela Sonha”, respectively), the brand goes beyond transforming the packaging of its chocolate milk version, which this year publishes the works of eight women, in different artistic expressions. Credits: CCO: Erh Ray / ECD: Andrea Siqueira/ Creatives: Andre Batista, Victor Castelo, Dani Cavalcanti, Fernanda Peka, Rodrigo Casanovas, James Döring, Júlia Malavazzi, Diego Canhisares, Milena Cabral.

For years Hershey’s has been changing its packaging. But only in 2020 we’ve noticed “Her” and “She” in Hershey’s name. Then, for International Women's Day, we turned real packaging into a canvas, and invited artists to showcase their work: graphic designers, writers, and musicians. In each pack, the artist invited the audience to know more about her. Each female artist created something from scratch specifically for the “Her” and “She” wrappers. In a few days limited edition was sold out at supermarkets. We also opened our social networks to invite all women to participate. The response was huge. A large virtual exhibition became a visibility platform for more than 60 different artists on the brand's Instagram.

HerShe. Showcasing female talent, one bar at a time.

To celebrate the 10th anniversary of Usain Bolt's a 100 m record. PUMA, longtime sponsor, created a Biography Book praising his career. But a Bolt's Biography Book coudn't be a regular book. It had to be as faster as him.

Credits:

BETC HAVAS Sao Paulo/ CCO: Erh Ray/ Executive Creative Director: Andrea Siqueira/ Creative Directors/ Creatives: Alexandre kazuo, Lucas Ribeiro/ Producer: Anna Ferraz, Marianne Goebbel/ Production Company: CEGO/ Audio Production Company: Squad

#eKingPele

On November 19th, completed 50 years since King Pelé, famous Brazilian soccer player, scored his thousandth goal, using Puma boots. At the same date, we invited the e-game community to join this beautiful tribute and make Pelé score again one thousand goals, this time, on video games. Gamers only had to create a Pele’s avatar on its favorite game, choose Puma boots, score a goal using Pelé's avatar and share on social media using the hashtag #eKingPelé. Game influencers and Pele himself engaged the audience. And in 24 hours we reached 1.000 gols again, this time, on the videogames.

Credits:

BETC HAVAS Sao Paulo/ CCO: Erh Ray/ Executive Creative Director: Andrea Siqueira/ Creative Director: Murilo Melo, Gabriel Sotero/ Creatives: Victor Castelo, Leandro Oliveiro, Vitor Chagas, Raul Lima / Producer: Anna Ferraz/ Production Company: Modernista Creative Producers/ Audio Production Company: Satélite

eQlibri is a healthy snack from Pepsico. The brand's mission is to inspire women to accept their bodies and feel free with themselves. But its packaging didn't reflect that. We reinvented their packaging in order to reflect their positioning to inspire women.

Credits:

BETC HAVAS Sao Paulo/ CCO: Erh Ray/ Executive Creative Director: Andrea Siqueira/ Creative Director: Laura Azevedo/ Creatives: Laura Azevedo, Andrea Siqueira, Thiago Melchior, Fernanda Peka / Producer: Anna Ferraz, Marianne Goebbel/ Production Company/ Audio Production Company: Squad

Vanish is the global stain-remover market leader in the fabric-treatment category, which is sold in more than 60 countries across the globe. In Brazil, to celebrate children’s month and the importance of imagination, Vanish created a story book that could be washable as many times as the imagination asks for.

CITROEN SCARVES 100 YEARS COLLECTION

To celebrate 100 years of Citroen, we created a scarves collection in partnership with Scarf Me, an international brand, based on the most iconic Citroen cars. In order to make the point of Citroen cars influencing style and fashion.

Credits:

BETC HAVAS Sao Paulo/ CCO: Erh Ray/ Executive Creative Director: Andrea Siqueira/ Creative Director: Alexandre kazuo, Lucas Ribeiro

#ScoreBoardForChange

In Brazil, people talk about football every day, everywhere. Mostly at work. So, we decided to talk about work at a football match. We took the gender inequality salary gap in the job market to the scoreboard of a big final. So, imagine: 1 goal equals 0.8? This is what happens in the job market between man and women. The main objective was to show that women still receive 20% less than men. And generate conversations to make people know about it and talk about it. Coincidence or not, Brazilian Football Federation, CBF, created a law that in major competitions women and man football players would have to receive the same paycheck. #ScoreBoardForChange

To promote the new Fox series of Vampires, we created an OOH that could only been seen by night. when the sun comes up, as happens to vampires, the OOH would burn.

Credits:

BETC HAVAS Sao Paulo/ CCO: Erh Ray/ Executive Creative Director: Andrea Siqueira/ Creative Director: Laura Azevedo/ Creatives: Chico, Gustavo Guives

When one searches, on Google, for a Gift for Girls, what does one usually find? Something pink and sweet? PUMA wants to challenge that and subvert the organic search on Google by giving direct responses for the search: are you sure you're not looking for a ball? Or a basketball? or some boots?

Credits:

BETC HAVAS Sao Paulo/ CCO: Erh Ray/ Creative VP/ creative director: Andrea Siqueira/ Creatives: Nelson Prado, Will Santos/ Producer: Anna Ferraz/ Editor: Thiago Hasegawa/ Zao

Kids only have time for online games. Parents don't have time for kids. Lego challenged them to play together by creating a Spotify Playlist with 8 audio stories so they can be inspired to play with Lego “analogic” toys.

Credits:

Isobar (Dentsu Aegis Network)/ Executive Creative Director: Andrea Siqueira, Dogura Kozonoe/ Creatives: Thiago Grossi, Thomas Davini

Samsung Brazil has launched ‘Tech Girls’, an integrated campaign to champion real stories of women who fight to be acknowledged in the world of Science, Games and Entrepreneurship. The poignant campaign, which includes a docuseries and a collection of ‘Dumb Inventions’ posters, was created by Isobar Brazil and The Story Lab Brazil. The Tech Girls ‘docuseries’ aims to draw attention to gender discrimination in the workplace today, and to encourage people to break gender stereotypes.

The campaign consists of three episodes that will be released over a two-month period featuring testimonials from women detailing their experience of gender inequality and in the job market, especially in Science, Games and Entrepreneurship industries.

When Brazilian singer Anitta was announced to represent Brazil at the Rio2016 Opening Ceremony, criticism spread all over internet. Samsung, a long time sponsor of Anitta, could leave her alone. A real time team put together a social video that influenced millions of Brazilians.

2014 Football WorldCup: Lupo, famous Brazilian Underpants brand, sponsored Neymar, Top Brazilian soccer player and together with Brazilian Idol, Lupo sponsored all the "Luck Myths" around the issue.

Creative Directors: Andrea Siqueira, Jefferson Rocha

Creative Team: Henrique Zirpoli, Ivan Loos

To launch the extra small variant of Cadbury Halls, not just the product was resized but the "confidence boost" the product used to work with, as well. This campaign praises the heroes of everyday life small challenges. The guys who just need that small push to make a big tiny act of heroism. From the guy who holds the elevator door for you to jump in, to the guy who saves his girlfriend´s polished nails by washing the dishes himself. They are our little heroes.

Creative Director: Roberto Fernandez, Andrea Siqueira

Creative Team: Lucio Regner, João Braga

Nivea has a long time relationship sponsoring music festivals in Brazil. So, by Valentine's Day, we created an app that acted like an ice breaker to start a conversation within Spotify. So, people could get closer and touch each other by singing along in the first place.

Credits:

Executive Creative Directors: Andrea Siqueira, Diego Araujo/ Creatives: Andrea Siqueira, Diego Araujo, Vinicius Dias