We hired Neymar for a World Cup campaign and deliberately never used him. Instead, we replaced him with lookalikes, impersonators, actors wearing Neymar masks, and even newborns named after him across more than 100 executions. Every ad made it clear that we could have featured the real Neymar, but we believed his time was better spent training for the World Cup. A campaign designed to make headlines without ever showing its biggest star.

This project won 2 Silver Lions and 2 Bronze Lions.

Role: Creative Director