Creative strategist and cultural researcher.

Whisky Black & White (Diageo)

We delivered a campaign featuring content creators for the Black & White brand, aiming to promote the product in Rio de Janeiro by associating the whisky with the iconic carioca lifestyle.

My Role

I was responsible for curating content creators and developing and presenting the creative direction for each of them.

The Challenge

Diageo approached us to create an influencer campaign to promote Black & White whisky in Rio de Janeiro. The brand was already well-known in the North and Northeast regions, and this was the moment to expand its presence in the Southeast.

The Strategy

Based on the client’s request, we decided to associate the brand with behaviors typically recognized as "carioca," making the communication tropical, laid-back, and humorous.

The Idea

We mapped out Rio-based content creators with high engagement in the city who could produce videos and photos featuring the product in a relaxed, youthful, and tropical context. The campaign’s key guidelines included teaching a cocktail recipe with the whisky, highlighting the product’s name, and creating natural, unscripted content that avoided anything overly staged or artificial.