My name is Guilherme da Luz, and I’m the co-founder of Vemm, a Lead-Gen and Performance Marketing company in Brazil. I play an integral role in building the online reputation of various companies by exposing their brands, raising consumer awareness, and driving traffic to their websites, allowing them to engage thousands of consumers daily. Among my talents are advertising, creative adaptation, Search Engine Optimization (SEO), and generating powerful storytelling & strategic content. I have worked with very big and recognisable brands, such as Stella Artois, Heineken, Crocs, Sotheby’s, Volvo, Mars, Avon, and Jaguar, to name but a few. Over the last decade, I’ve gathered a vast amount of experience related to Awards Festivals such as the Cannes Lions International Festival of Creativity and the Design and Art Direction Awards (D&AD), and have been an important entry consultant for TBWA, Y&R, JWT, Landor, F/Nazca Saatchi & Saatchi, SapienNitro and Leo Burnett, among others. In the past three years alone, I’ve written the Cannes Lions Entry Guide for the Brazilian Representative, Grupo Estado de S. Paulo and have also written about the Cannes Lions Award Festival for the website: www.acontecendoaqui.com.br
I have 15 years of experience in contemplating outstanding marketing strategies and inventing effective ideas for all types of media. I have been working with agencies from London, Dubai, San Francisco, Tokyo, Paris, Amsterdam, Sao Paulo and other big cities. However, I used to deliver projects for clients from small towns, as well
CONTENT & SEO
I have a working partnership with Vemm, a lead-gen business for the Brazilian market with more than 20 websites for education, insurances, loans and other industries. Our sites are considered very relevant by Google Search Engine, and we achieved first page ranks even for the most valuable and competitive keywords.
I have completed projects for the best advertising agencies and language services providers around the world. I’m qualified to translate and adapt creative campaigns that are originally produced in English, and it’s my job to make sure that the essence of the ideas within those creative campaigns are protected and will be effective for the Brazilian Market.
I was part of the official team for the Cannes Lions and Design and Art Direction Awards (D&AD) advertising festivals. Using my experience of working in the core of the best advertising festivals, I have been consulting and providing creative strategic planning for companies and agencies to enter into the Awards: I make sure that their creative ideas will stand out during the competition and put them in a great position to win awards.
Your Film Festival | YouTube
You Make it Beautiful| Avon
What is Sapucar? | Banco de Eventos
Sotheby's International Realty
Let's Colour! | AkzoNobel
It's Ice cream. But is Skol | Bullet
E-book Cannes Lions 2015 | Estado de S. Paulo
Crack the Case| Heineken
Cannes Lions Content Writing | Acontecendo Aqui
Cannes Lions Categories Guide | Estado de S. Paulo
How Alive Are You?| Jaguar
Your Film Festival | YouTubeIn 2012, Google/YouTube launched a new competition called “Your Film Festival” - Amateur filmmakers could upload a short film to YouTube, which could be viewed and judged by other users. The winner of the competition appeared in the Venice Film Festival and received $500,000 to create original online content with the help of Ridley Scott! I worked with Mother Tongue on this project to transcreate the creative ideas that were originally produced in English Language and adapt it to the Brazilian audience.
You Make it Beautiful| AvonAvon, the company for women, is one of the leading global beauty companies , with over ten billion dollars ($10B) in annual revenue and has more than 6 million active independent Avon Sales Representatives around the globe. Avon’s "Ignite" initiative puts the focus on the consumer and the Avon representatives around the world with the "You make it Beautiful" campaign. The objective was to build and strengthen brand love, both among the representatives who sell the Avon products and the consumers who use them. I was invited by the agency World Writers to help to transcreate and adapt the ads for the Brazilian Industry, and was tasked with keeping the tone and the poetic content of the original campaign untarnished. Together, we produced TVCs, Print Ads, a Manifesto, Fashion & Home Shop Names, Catalogues, and Tagline.
What is Sapucar? | Banco de EventosBrahma is one of the most popular Brazilian beers. Brahma's VIP area became the most desirable place to be during the Rio de Janeiro's Carnival. I was invited by the Brahma's promo agency Banco de Eventos to prepare the Case Study "Sapuca aí" to enter into the Cannes Lions Advertising Festival, and I was involved in the entire entry process.
Sotheby's International RealtySotheby's Realty is one of the most prestigious Luxury Real Estate brands in the world. They provide access to luxury real estate and sell homes worldwide, and they have more than 670 offices and 13,000 sales associates in 49 countries and territories. I have been working with the Language Services department of Immobel/Sotheby's to translate their website content and their property descriptions from English Language into Brazilian Portuguese.
Let's Colour! | AkzoNobel"Let's Colour" is a project from Coral Paints that has revitalised many places and communities all over Brazil. I worked with the Coral Team (AkzoNobel) to prepare the Advertising Case Study for the Cannes Lions Awards Festival.
It's Ice cream. But is Skol | BulletThe advertising agency Bullet had a great idea for their client Skol Beer: Ice cream made with beer. My job was to advise the agency to select the categories, prepare the presentation boards and video-case to enter into the Cannes Lions Awards Festival.
E-book Cannes Lions 2015 | Estado de S. PauloWe produced an e-book with the title "DescompliCannes" for the Grupo Estado de S. Paulo, Official Representative in Brazil for the Cannes Lions Festival of Creativity. This e-book has been used by large and small agencies alike around Brazil, and it helps helping them to understand the process, the categories and the keys to achieving great results in the Festival.
Crack the Case| HeinekenHeineken Beer launched an interactive campaign for TV, Press, and Digital Media in anticipation of the film Skyfall. The online game created by the advertising agency Wieden+Kennedy, with James Bond and Séverine (Bond Girl), board on a train in Siberia. The game invites consumers to defy his enemies and "Crack the Case" whilst protecting its contents from ferocious villains. I was invited by the agency Mother Tongue to translate and adapt the TVC, the online content, and the aliases for the online game "Crack the Case", into Brazilian Portuguese, allowing more visitors to play the online game linked to Heineken’s ad campaign for the new James Bond movie Skyfall.
Cannes Lions Content Writing | Acontecendo AquiAcontecendo Aqui is one of the most popular online websites for advertising and marketing in Brazil. For the last two years, AcontecendoAqui has been the only media channel from the South region of Brazil covering the Cannes Lions event full-time and have coverage directly from France. I've been working with Acontecendo Aqui in Cannes and I've been producing written content, and have interviewed the top professionals within the industry from all around the world, covering results and delivering quality information to our audience.
Cannes Lions Categories Guide | Estado de S. PauloGrupo Estado de S. Paulo is the Official Representative in Brazil for the Cannes Lions Festival of Creativity. I've been working with Grupo Estado since 2012, and I've helped in preparing the Cannes Lions Category Entry Guide. We provide advice and tips to the Advertising Agencies in Brazil to help prepare them to have successful entries into the Awards. This guide has been used by large and small agencies alike around Brazil, and it helps helping them to understand the process, the categories and the keys to achieving great results in the Festival.
How Alive Are You?| JaguarJaguar completely repositioned themselves in their market with this campaign by placing a larger focus on the quality of their brand. Their new manifesto pushes the image of the Jaguar as being something that is alive; a powerful, elusive, and dangerous animal with a strong heartbeat, a cunning brain and a fiery soul. I worked together with Agency World Writers to help with transcreation and to plan the launching of the provocative and intelligent campaign concept "How Alive are You?", in the Brazilian Market. The project also involved the transcreation of 6 press ads.
“Very helpful and offered us many suggestions in placing our entries and finding the appropriate categories.”
“High quality work, and sharp on deadlines and communication.”
“Sua atitude e agilidade evitaram o desperdício de inscrições e uma melhora no desempenho da agência.”
“Am glad we took his advice as otherwise we would not have gotten two extra awards.”
“He has incredible knowledge about process and helped us to both prepare and enter our work in a proper way.”
“Guilherme realizou uma assessoria e que contribuiu para que a nossa agência levasse ouro e bronze em Design Lions.”
“I’ve hired Guilherme for Cannes Lions subscriptions in 2012. I highly recommend his work as a creative consultant/advisor!”