In an emergency, every second counts. Knowing that many Brazilians turn to YouTube for life-saving instructions, Pague Menos created No Ad. The brand identified the most relevant first aid videos on YouTube and sponsored their creators on one condition: they would turn off monetization on those videos, removing pre-roll and in-stream ads. So instead of buying media to show an ad, Pague Menos paid to make sure there was no ad at all, giving people immediate access to potentially life-saving information.

Gold and Silver Lion. The first Lions in Pague Menos’ history.

My role: Chief Creative Officer