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Lara Roncatti
Art Direction
  1. Reposter
  2. 1st Female Mini Soccer Star
  3. Road
  4. Bikini Girls Are Back
  5. Real Life Superhero
  6. Whistle of Respect
  7. Hands
  8. How to be Naughty
  9. The Virtuous Vinyl
  10. The Pop-Up Jazz Club
  11. Respect Is On
  12. Coca-Cola Stickers
  13. Trident Resume

Creative Direction
  1. Viva Marielle
  2. Oxente Your Agency
Mark

Road for Skol


︎ DA&AD Shortlist Film 2017
︎ Brazil’s Creative Club 2017 Yearbook
︎ Bornze Star Brazil’s Creative Club 2017 Award


In 2016's Pride Day in Brazil, Skol made an unexpected move of releasing the film Road, a celebration of diversity. In this film, people who were never represented in a commercial in Brazil, the LGBTQ community, finally gained the spotlights and it was the first step into the brand's new positioning that aim’s diversity. Since the movie was released several other brands started focusing on the LGBTQ community as well.

























“With a poetic analogy that the path to equality is long, but it's possible to make it easier, Skol raises the flag of respect and invites consumers to also declare their support.”







My point of view: This ad was one of the first ads in Brazil to talk about LGBTQ+ causes. Definetelly the first beer ad. We were very lucky that the client hold our hands and walk this path with us. It was a huge change for the brand and also for the advertisement industry in Brazil.


Featured on  ︎  AdAge, Adeevee, Ad Forum, Clube de Criação, Ads Of The World, Brainstorm 9, Huffpost, La Reclamé, Meio & Mensagem, PropMark, Exame, Fica Quetinho


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Creative Direction: Theo Rocha & Gustavo Mayrink
Art Direction: Lara Roncatti & Bruno Castellotti
Copywriter: João Vicente Freire
Film Direction: Gabriel Diretrich
Agency: F/Nazca Saatchi & Saatchi
Production: Conspiração Filmes
Sound Production: Loud
Client: Skol Beer - AB Inbev
Mark

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