Leonardo Macias, Executive Creative Director, DM9DDB #DMC2014

1. Thinking
without
the remote
control A Non–conventional approach to communication

2. TV film :(

3. TV Channel$

4. 72%

5. This doesn’t mean that I’m
against a good TV script

6. conventional
non-conventional

7. !Mixtureba!

8. Big Mix

10. It’s not a science!!!

11. !Mixtureba! Powered by Nasa

12. !Mixtureba! Powered by Nasa

13. !Mistureba! Powered by Nasa

14. make sense?

15. Experiments

16. Example 1:

17. Today everybody is
connected to social networks

18. Is there somebody
here who is not?

19. We show the world who we
are on social networks

20. Our tastes
Our professions
Our romances (some)
Our favorite kind of music
!

21. Our tastes
Our professions
Our romances (someones)
Our Favorite kind of music
Absolutely everything

22. Whenever a couple finds out
that they are pregnant,
they wonder

23. What are we going
to name the baby?

24. What if some brand
could help them out
at this incredible moment
in a non–invasive way?

25. Social Networks
+ Names book

27. Today this is a worldwide
platform for Johnson’s Baby

28. hellomynamemeans com

29. Example 2:

30. Habib’s is a chain of
fast food restaurants
serving Lebanese food
in Brazil

31. it’s exactly as big
as Mc Donald’s

32. Their main product? Sfihas

33. it’s a kind of mini pizza
with ground beef on top

35. Now, in Brazil turkey is a
traditional Christmas dish

36. What if they sold turkey
sfihas during Christmas?

37. This product is a good
example of a Big Mix

38. Now, in Brazil most food
deliveries are made by
motorcycle

39. Reindeer sledge
+ Motorcycle

41. We didn’t create just a
campaign, we created a
product that has been for
sale for the last three
Christmases

42. Example 3:

43. Every future mother uses
ultrasound to find out if
everything is okay with
her baby

44. Music is a universal way of
artistic expression

45. “Soundtrack of my life”

46. Oops!

47. Krokodil gena!

48. Ultrasound +
Soundtrack

50. Nowadays this format is a
segment of a Sunday live
audience show

51. Nowadays this format is a
segment of a sunday live
audience show on TV

52. Example 4:

53. Every cigarette that
someone smokes
takes away seven minutes
of that person’s life

54. When you use a vending
machine, you pay and then
take out what you chose

55. Cigarette +
Vending Machine

57. This is not a TVC

58. This is not a TVC
Could it be a PO P initiative?

59. This is not a TVC
Could it be a PO P initiative?
Is it Digital?

60. This is not a TVC
Could it be a PO P initiative?
Is it Digital?
Could it possibly be a TVC?

61. This is not a TVC
Could it be a PO P initiative?
Is it Digital?
Could it possibly be a TVC?
Definitely!!!

62. Example 5:

63. In everyday life some little
accidents happen

64. A little cut when cooking

65. A little cut when cooking
Opening a letter

66. A little cut when cooking
Opening a letter
Or closing a door

67. A little cut when cooking
Opening a letter
Or closing a door
Etc

68. This is why we made this
improbable combination

69. Packaging +
Ambulances

71. Example 6:

72. Blood banks always need to
remind the population
to donate blood regularly

73. People nowadays get
desperate when their mobile’s
battery is almost finishing

74. Blood +
Battery charger

76. So far these “chargers”
have been distributed
to 250 Brazilian hospitals

77. Innovation is happening
just like that at every
single moment

78. Wired by Design

79. Innovation Forum

81. Innovation
is taking place in
every profession

82. Door lock +
Social Networks

84. ?

85. Wrong results of “Big Mix”

86. Ana + Alfredo

88. спасибо :)

89. Tomorrow Leo Macias workshop

90. Facebook: Leo Macias
Instagram: Leomacias
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Twitter: @leomacias2010
behance net/leomacias