2018 Grand Jury Spotlight: Marcelo Conde

Marcelo Conde

Creative  Director
WMcCann São Paulo

2018 Global Awards Grand Jury member Marcelo Conde is Creative Director for WMcCann, São Paulo, Brazil. He has worked for global and local brands such as Chevrolet, Mastercard, Bradesco, Microsoft, General Mills, LG, Vivo, Danone, Nestlé, JBSFoods, BRF, Globo.com, Folha de São Paulo, TAM Airlines, Cerveja Itaipava, BomBrill, Bic, NET and Hospital de Amor.

Marcelo’s received numerous accolades for his creative work and has earned global, regional and local awards including Cannes Lions, New York Festivals, FIAP, El Ojo, ABP, CCSP. He is Co-creator of @bomdiaporque. With more than 400k followers, it was elected the best twitter profile in Brazil by YouPix and was several times the most retweeted profile in the world, according to the Retweetrank.

The motto for the 2018 Global awards is FEEL Creative.  It’s about knowing your audience and empathizing to deliver top notch communications to not only represent your client fully but make people happier and healthier. Tell us a bit about your process – do ideas just come to you, or is it a collective brainstorm with your team?  How do you FEEL Creative?

In fact, creating a campaign is a hard work, requiring a lot of everyone. I don't believe that ideas simply come to anyone. You must chase every one of them. Try one way, try another, do, redo, rewrite. And it's also important to know when you have a great idea at hand, so you can get the most out of it.
I prefer to work with small teams in each campaign, with one or two other people. In my case, brainstorms with lots of people do not work. I need a little silence to be able to concentrate and think. I don’t know if that's the way it works with everyone, but it's certainly the way it's best for me.

What do you find thrilling about the industry now that may have been different 5 years ago?

Time is passing so fast; the changes have such a speed that I can't even remember how the industry was 5 years ago. Because the difference between each year is already amazing. I also think that the evolution of technology has made us often be in this race for new formats all the time, frantically. And it is our duty to take care that we, customers and brands, do not end up getting so involved in this race for formats and technologies and forget the most important, that is and always will be the content, the concept, the idea.

What are some of the projects that you’ve worked on that you’re most proud of and why?  Could be anything.

This year, undoubtedly, the project that I was most proud to have participated in was the campaign for The Hospital de Amor (Hospital of Love), one of the most respected hospitals for the treatment of cancer in Brazil. Actually, the hospital had another name: Hospital de Câncer (The Cancer Hospital). Meaning: the disease, not the cure, was in the Hospital's name. So, we decided to change it. To communicate this change, we created a 3 minutes short film called "The Fall”, telling the story of a girl named Nina, who discovers that she suffers from cancer and heals with the help of the love of everyone around her. This short film is a 3D animation that took more than 10 months to get ready and involved the work of more than 40 3D artists. It was a huge success in Brazil and reverberated even throughout the country. We received the video in whatsapp family groups, from people who didn't even know we had created the campaign. That's the biggest sign that your work was relevant in any way. 

If you could work pro bono for a brand, foundation, or organization in your field who would it be and why?

I always do pro bono work for brands and organizations. I think it's a way of using my profession, the weapons I have, to help society in some way. Of course, I won't do any work for any brand. I prefer to work on matters that touch me. And they are many: refugees, gender equality, protection of animals and the fight against serious diseases.