São Paulo can be a brutal city for people living on the streets. And during the pandemic, the number of people facing extreme vulnerability increased dramatically.
At the time, I was taking long-copywriting classes at Tapa no Portifa, in Ricardo Wolff’s class. One day, he mentioned that a friend of his, who ran the NGO Fogão na Rua, was leading a rebranding project for the organization and invited me to join.
And the invitation came with one hell of a team: Guiga Giacomo, who would later become my bo$$ at Ogilvy; Bruno Oppido, who I had already worked with at Wieden+Kennedy; and Tais Geburt, a sister the Kennedys at W+K gave me.
Together, we helped rethink the Fogão na Rua brand. One of the coolest things about the process was that the people who support Fogão na Rua are called “sparks” by the organization. So we decided to take that spark and use it to light the fire of our creativity.
My role: Copywriter
We also wrote an open letter to Father Júlio Lancellotti, probably the most important voice in Brazil when it comes to supporting and defending people living on the streets — and, unfortunately, someone who has faced constant attacks because of this work.
The letter was published in newspapers and was eventually shared by Father Júlio himself on his social media.
