MTV Against Bullying

Clube do Futuro is a creative competition for advertising students organized by Clube de Criação do Rio de Janeiro. In 2011, I became its first winner from outside Rio. The brief was to create an MTV anti-bullying campaign. My idea turned physical traits into schoolyard nicknames and gave them to music icons like The Beatles, Freddie Mercury, Ozzy Osbourne, Raul Seixas, and Rita Lee. Years later, I revisited the idea using today’s tools while keeping the original concept.