Xbox Brazil Campaigns
We bring the vibrant spirit of Brazil to the Xbox universe with campaigns that celebrate diversity, passion and creativity. With the unique humor and irreverent style that only Brazilians have, each game gains a new energy. It's about playing with joy, seeing yourself represented and making fun something ours.
2023 and updated 2024 campaign
"Rasins and Cookies"
In the eternal battle of cookies, chocolate is the favorite — and raisins are the big villains. The joke comes from this almost universal preference: while chocolate brings smiles, raisins cause disappointment (especially when they are confused with chocolate chips!). It's a classic at the table and in humor: cookies yes, raisins no!
I developed creative concepts and authentic visual solutions that connect Brazilian culture to the Xbox universe, transforming memes into powerful engagement tools.
"Rasins and Rice"
It's like the eternal cookie controversy: everyone wants chocolate, no one wants raisins. Now it's rice — and raisins still have no fans!
"É Pavê ou Pacumê? Is it pavê or pacumê?"
Every Christmas, besides the presents and the dinner, there is a tradition that never fails: the classic joke “Is it pavê or pacumê?”. As soon as someone puts the sweet treat on the table, the witty uncle (or someone wanting to keep the joke alive) always comes up with this infallible question. The joke is a pun on the word “pavê” — a traditional dessert — and the phrase “pra ver ou pra comer?”, becoming a kind of humorous ritual that marks family gatherings. It has become a meme, a tradition and even a reason for early laughter. After all, Brazilian Christmas is not complete without a good pavê... and without the joke, of course!
