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As dez agências brasileiras mais premiadas no festival nos últimos três anos apresentam os cases nos quais depositam mais esperanças de Leões
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00:28Abertura
00:57Abertura
01:27Abertura
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01:36Abertura
01:37Abertura
01:38Abertura
01:38Abertura
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01:51Abertura
02:13O último tipo de fraude se chama
02:15Dumpster Diving
02:17Criminosos têm usado os dados impressos nas etiquetas para clonar cartões, abrir contas e até pedir empréstimos
02:47As caixas vão chegar
02:49Uma parte aqui que dá para você raspar
02:52Só que quando você raspa os seus dados, revela um cupom para você usar na próxima compra
02:56O que é um cupom para a gente usar?
02:58O que importa mesmo é criar o hábito
03:08Sabe estilar o que esse povo faz com os nossos dados
03:12Pode vir agora, toda vez que você comprar, dá uma raspadinha
03:17Não pode jogar seus dados no lixo
03:18Crie esse hábito, raspe seus dados
03:22Veja que uma das maiores empresas publicou para que mais pessoas saibam da importância de proteger os seus dados
03:30MercadoLivre está fazendo a parte deles, agora só falta você fazer a sua
03:33With labels covering 26 out of 27 Brazilian states
03:36Scratch Your Data was featured in 82 publications
03:39Reaching over 75 million people
03:42And now the initiative is expanding to Mexico and Argentina
03:55That's how MercadoLivre is turning the final moment of delivery into the beginning of a new habit
04:00Protecting your data from the first click
04:05To the last scratch
04:07Next time you discard a package
04:09Don't forget to scratch your data
04:12History is told by the main characters
04:14The people at center stage
04:16But not all the steps that move the world forward are taken by the ones in the spotlight
04:21This
04:21Is the man who changed the rhythm of the world
04:24Bringing a groove to the greatest hits of all time
04:27While never worrying about showing up more than his beats
04:30Yeah
04:31Time to take a few steps forward, Paulinho
04:34Johnny Walker presents the walk to the walk of fame
04:37Little known even in his own country
04:39Paulinho da Costa is hailed as the world's greatest percussionist
04:43Says who?
04:44Michael Jackson
04:47Paulinho is a groove master
04:49Admired by legendary musicians
04:51No way he's played with everyone and still no one knows who he is
04:55He brought rhythm to over 6,000 songs
04:58Numerous Grammy-winning albums
05:00And an Academy Award-winning soundtrack
05:02Man, look at it
05:03Casually showing up in a Madonna music video
05:05And in a score to a Spielberg movie
05:07And hearing that bottle percussion?
05:09That's Paulinho
05:11To show the world that the beat they can't stop humming or dancing
05:15Was created by Paulinho
05:16Johnny Walker decided to celebrate his journey
05:19By taking his name off the credits
05:21And putting it in the headlines
05:24We started by dusting off a documentary about Paulinho
05:27Invested it and released it on Netflix
05:29This doc shows that his life is the soundtrack of all of us
05:33We put him on the cover of the magazines that had always referenced him indirectly
05:37On the biggest interview shows
05:41In the paper
05:43Online
05:45We put together a playlist with a little sampling of his hits
05:48I can't believe he played on We Are The World
05:52And to invite everyone to get into Paulinho's rhythm
05:55Everything was a potential percussion instrument
06:00All these steps led Paulinho to a level of fame
06:03The smiling son of Rio had never experienced before
06:13It's looking to a place no native Brazilian had ever reached
06:16Paulinho da Costa
06:18The Hollywood Walker fame
06:19What better place than a walk
06:22To keep walking
06:28Every woman will experience menopause
06:30If you have a uterus
06:31It's going to happen to you
06:32We need to really look at the effects of menopause on our body
06:36You know we're underrepresented in studies
06:38We're underrepresented in clinical trials
06:41The industry uses generic models
06:44Turning skin care into guesswork
06:46Menopause transforms skin
06:48Collagen density
06:50Elasticity
06:51And barrier function
06:52But it's barely represented in science
06:55And when science doesn't see you
06:57You become the experiment
06:58The solution wasn't to adjust formulas
07:01Science itself had to change
07:03So Avon
07:05A brand standing by women for 140 years
07:08Rebuilt the skin
07:09The first lab grown menopausal human skin
07:12Which through precise hormonal manipulation
07:15Replicates the real conditions
07:17Affecting Latin American women during this stage
07:20Skin designed from their own biology
07:23Not estimated, engineered
07:25Aqui no laboratório
07:27Os cientistas conseguem reproduzir em detalhes
07:30O que acontece com a pele durante a menopausa
07:33But innovation can't change anything locked in a lab
07:36So Avon made it impossible to ignore
07:39Printing its message on the very skin
07:41Science had neglected
07:42We transformed a microscopic breakthrough
07:45Into a public exhibition
07:47Avon vai poder testar
07:49E entender como os produtos funcionam de fato
07:51Numa pele nesse momento da vida
07:53Sparking Brazil's largest observational study on menopause
08:03Essa iniciativa, ela materializa o que a gente chama de FEMTEC
08:09Porque quando a representação entra no lab
08:12Os produtos stop being assumptions
08:14And start being answers
08:16Efeitos da menopausa sendo estudadas nos nossos laboratórios
08:20Afim de desenvolver os melhores produtos
08:24Os melhores serviços para essa mulher
08:25É um estudo que levou sete anos
08:28O empenho de muitas pesquisadoras
08:30Então é um estudo muito orgulhoso
08:38Avon
08:42Oh, look at these tears
08:44Tears of happiness from Brazilian students
08:47Who just made it into college through Enum
08:50Basically Brazil's version of the SAT
08:53Taken by 3.5 million students
08:56But they also carry everything it took to get there
09:00Long commutes
09:01Crowded transport
09:03Exhausting routines
09:04Barely any time to study
09:06Yeah, it's tough
09:08TikTok presents review routes
09:11High traffic spaces become bite-sized review points
09:15TikTok had more than 3.8 billion views
09:18On Enum related content in Brazil last year
09:21That's huge
09:22So we took that educational content
09:25And adapted it for the streets
09:26Where students spend hours commuting
09:29And turn that time into an advantage on the test
09:32By mapping students daily routes
09:34We transformed their commute into a learning journey
09:37Connecting transportation with TikTok educational content
09:41That matters most for Enum
09:42We took those lessons to out-of-home across Brazil's biggest cities
09:54With bite-sized Enum tips designed to be learned on the move
09:58Nearly 1,000 out-of-home placements
10:03Next to 300 high schools
10:05The content students saw on the streets showed up on the exam
10:09That's what I call a hand on the test
10:13I think this action will help students to have more access
10:24And the results scored just as high as the students
10:2844.5 million out-of-home reach
10:3114 plus hours of content displayed
10:35126 million media impressions
10:39$760,000 in media budget
10:41Proudly invested
10:43What means passing a Enem?
10:44It means entering the school
10:45To enter the school
10:46To enter the school
10:46To enter the school is the best future
10:48TikTok Review Roots
10:50A feed that feeds students to pass the test
10:56Extreme heat is destroying many things
10:59Right before the world's eyes
11:01But it's also affecting something far less visible
11:05Classrooms
11:06There was no ventilator
11:08There was no ventilator
11:09There was no ventilator
11:09Then I was very bad
11:10Here outside
11:11With the temperature of 35 degrees
11:13Probably inside
11:15There's a feeling of 50 degrees
11:16Up to up
11:17Studies show a 0.5 degree rise
11:20Can cut learning performance by 1%
11:23So we turned COP30 in Brazil
11:26Into a platform to reach world leaders
11:29Turning classrooms into spaces perfect for another species
11:34UNICEF presents
11:35The classroom greenhouse
11:37Using temperature data from classrooms across Brazil
11:41We turned one of the hottest classrooms
11:43Into a tropical greenhouse
11:45We placed plants that only survive in extreme heat and humidity
11:50Philodendron Xanadu
11:52Zamioculcus zamiifolia
11:54Ficus benjamina
11:56And many more
11:58But we had to make more people see it
12:01So
12:01A classroom greenhouse replica was built in front of Brazil's National Congress
12:07Then
12:08It reached COP30
12:10And Brazil's Minister of Education
12:12It's for us to have a more solid structure in relation to this topic in the Brazilian schools
12:18More heat
12:19It means that we will have less development
12:22We will learn less
12:23It's a classroom
12:25In the front of the ministries in Brazil
12:30A gente queria chamar a atenção
12:32Tanto das autoridades quanto da população em geral
12:35Quanto professora eu sei o quanto isso é real
12:40Finally, the project sparked discussions across ministries and civil society
12:46The classroom greenhouse
12:48Perfect for plants, unbearable for students
12:56CIF cleans more than 100 surfaces
12:59It's so good that people started asking us to clean
13:01Their names
13:02Names
13:03Names
13:05Really
13:05In Brazil, we don't say
13:07I'm in debt
13:08We say
13:09Estão com o nome sujo
13:11Que história é essa de você estar com o nome sujo
13:14Quatro anos de nome sujo
13:17Parabéns
13:17Parabéns
13:18E a dirt
13:19nunca foi dirtier
13:20O endividamento das famílias brasileiras atingiu um novo recorde
13:25Mais da metade dos adultos brasileiros está inadimplente
13:29Dirty names?
13:30Não é o nosso negócio.
13:33Mas limpa-los pode ser.
13:39CIF CleanMyName, o primeiro produto designed para limpar nomes de nomes de nomes.
13:43Nós partilhamos com Sarasa Experian, a maior plataforma de crédito renegotador,
13:48e descobrimos que a média de sessão é apenas R$200.
13:52Então nós fizemos algo que nenhum outro brand nunca fez.
13:56Nós re-directamos nosso budget promocional para limpar nomes de nomes.
14:01Cada CIF CleanMyName pode vir com dinheiro.
14:05Só entra o código de receita na plataforma Sarasa.
14:11Acabou dinheiro?
14:12Clean your name.
14:14Agora o pai tá de nome limpo.
14:15A never-seen partnership turned into 380 tons of product,
14:20and a cleaning brand into a financial relief.
14:25A CIF, ela não tá só limpando a pia, ela tá ajudando a limpar o nome.
14:28Sim, meu povo, dinheiro pra resolver problema.
14:30O brasileiro pediu e conseguiu.
14:33To avoid new dirty names, we brought in economists to keep them clean.
14:37Tutorial de limpeza financeira.
14:44Everyone got clean.
14:46People cleared the shelves.
14:49We cleared their names.
14:52And Sarasa cleared debt records.
14:56Gente, limpar o nome pra mim é voltar a ter a dignidade.
15:00CIF limpa tudo.
15:01Limpa nome, limpa casa, limpa tudo.
15:04Because no matter what the dirt is,
15:06we just seep it.
15:28Depois do manual de boas práticas de mídia, esse é o de pássimas práticas.
15:32A Heineken misturou todas as segmentações de mídia.
15:36Entregando os anúncios errados para as pessoas erradas.
15:39De propósito.
15:45Eu tenho até vergonha de falar que eu fiz isso.
16:08Heineken está dando ingressos para vários rolês que nunca apareceriam no seu fim.
16:15Galera, alguém sabe como faz para esse anúncio da Heineken aparecer no feed?
16:43Esse, com certeza, é o pior plano de mídia que eu já aprovei.
17:08A Heineken está dando ingressos para as pessoas erradas para as pessoas erradas.
17:31A Heineken está dando ingressos para as pessoas erradas.
17:46É o nosso verdadeiro honra de congratular a nossa longa-serving,
17:49e trabalhadora de trabalho trabalhadora,
17:51que é um emprego mais de 40 anos com a Bolva.
18:14A Heineken está dando ingressos para as pessoas erradas.
18:38A Heineken está dando ingressos para as pessoas erradas.
19:04In modern football,
19:06everything is for sale.
19:08Brands choose a team,
19:09buy their naming rights
19:11and change everything.
19:13Clubs get rich,
19:15fans get mad.
19:17Naming rights,
19:18naming rights,
19:19I want my team back.
19:21When Uber entered football,
19:22they followed suit.
19:23They bought the naming rights
19:24to a century-old team
19:26just so they could change it.
19:28From Uberlandia
19:30to Uberlandia.
19:32What?
19:33Yep, you've heard it right.
19:34A naming rights deal
19:35that changed nothing.
19:37And that changed everything.
19:38Now it changed.
19:39It's Uberlandia.
19:40Before it was Uberlandia.
19:41The idea became a news story.
19:43People, Uberlandia?
19:44Uberlandia.
19:45Uberlandia will change the name.
19:47It will call it what?
19:48Uberlandia.
19:49They didn't change the name.
19:50They didn't change the name.
19:51They didn't change the name.
19:52They didn't change the other team
19:53that changed everything.
19:54A national breakthrough.
19:57The story became a social juggernaut.
19:58This is the most obvious and genius thing.
20:01The first naming rights
20:03doesn't change anything.
20:04Nobody thinks about it.
20:06It's the most retroat agreement in the world.
20:09More than 100 years of a partnership
20:10that existed, but no one knew it existed.
20:13All it took was turning a 100-year coincidence
20:15into a partnership so inevitable
20:17it's irreversible.
20:19Even if this agreement
20:20one day comes,
20:21the name of the brand
20:21is always painted there.
20:23Sensational.
20:23Simply by revealing the brand
20:25within the name,
20:26Uber unlocked a media platform of its own.
20:38A regional fourth division club
20:41became everyone's second favorite team
20:43with nationwide rewards for every match.
20:46Every goal.
20:48Every celebration.
20:50No ownership claimed.
20:53No history erased.
20:55No culture rewritten.
20:57No belonging imposed.
21:00Just a new sponsorship model
21:02born from respect.
21:07The naming rights
21:08without the naming wrongs.
21:10The name of the name of the name of the name of the name of the name of the name
21:10of the name of the name of the name of the name of the name of the name of the
21:10name of the name of the name of the name of the name of the name of the name of
21:10the name of the name of the name of the name of the name of the name of the name
21:10of the name of the name of the name of the name of the name of the name of the
21:10name of the name of the name of the name of the name of the name of the name of
21:10the name of the name of the name of the name of the name of the name of the name
21:10of the name of the name of the name of the name of the name of the name of the
21:10name of the name of the name of the name of the name of the name of the name of
21:10the name of the name of the name of the name of the name of the name of the name
21:10of the name of the name of the name of the name of the name of the name of the
21:12name
21:12Tchau, tchau.
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