JWT São Paulo hired me to develop a series of 60 letterings for Leão Fuze's ad campaign "What do you think?". I invited my friends Cristina Pagnoncelli and Jackson Alves to help me with this project. The letterings were applied in colorful cups that were distributed in large scale to customers, various pieces of advertising in the main cities of Brazil and national television. The compositions were all hand made and then vectorized.
Art Director: Ilka Freitas
Copywriter: Ana Cavalcanti
Creative Director: Enoch Lam
Head Of Art: Fabio Simões
The cups contained catchy questions meant to be discussion starters - "What do you think?".
They used the designs in various social media posts.
The cups became an object of desire and people shared them in social media generating spontaneous publicity.