How to convince an audience that is used to online and on demand content, to watch a show at a specific time, bringing back the commercial value of the original showing?
Together with GNT, we created and prototyped Desengaveta, a fashion tv show super connected to the wishes of an audience that does not celebrate consumption like previous generations and creates a powerful dynamic that makes it relevant to be watched at the time and date it is first aired.
We designed the future of one of the most iconic and loved products in Brazil, through the launch of its newest version: healthier and with the same flavour.
By guaranteeing we had every piece of knowledge we needed to solve our mission around the table (from a kids nutrition consultant who is also the mother of 4 potential consumers, to the engineer responsible for the development of the new formula), we were able to create a transparent and relevant brand positioning that impacted not only this new launch, but the brand as a whole.
How can we help shape a real conversation – honest, free from misconceptions and prejudice, and away from superficiality – around a controversial issue?
asktransfolks.com is a super simple and super powerful tool that allows anyone to ask questions and receive answers from the transgender community.
What kind of e-commerce solution makes sense for a brand that is so focused on bringing people together – and that is sold in every corner around the world?
Softly launched for Christmas 2016, Coca-Cola Brasil’s first e-commerce platform allows you to personalize a bottle and send it to someone you love. More than a product, each purchase is an invitation to get together and celebrate.
In our mission to work with the most forward-thinking professionals in the world, we gave the head of the table to Neil Harbisson, the first government recognized cyborg.
By using technology to change himself rather than the world around him, Neil challenges our ideas around nature, ethics and human evolution. “We started out as bacteria, became organisms and then humans. It’s all part of the same evolution. Do you really think our current shape is the end of our road?” he asks.
We helped him, and his Cyborg Foundation co-founder Moon Ribas, share their vision and build a brand-new body part.
We were challenged to create and prototype an advertising campaign in a Mesa. It was the first time. And it proved so efficient that we haven’t stopped since.
We brought together both the leading agency (Publicis Brasil) and Digital agency (LiveAD), as well as all the brand’s decision makers and a few external specialists. The result was a really strong and relevant brand positioning prototyped in a series of testimonial videos showing the power of the feminine to change the world around us.
We helped Google create the amazing campaign #dáumgoogle
Banners, films, OOH. The whole campaign launched in November 2016 was conceived and prototyped during a Mesa.
We created – and served – a gastronomic experience made with plants found at one of the greatest museums in the world.
A group of 13 selected participants used Inhotim itself as an ingredient for an unforgettable meal. At the head of the table was an amazing trio, among them the man who helps award-winning chefs like Alex Atala and Helena Rizzo pick new ingredients for their recipes.
How can we introduce the functionalities of a Google product in a way that is incredibly sexy, using only a 20 square centimeters space?
We created and prototyped an in-store interactive experience that introduces Google Photo’s functionalities in a way that is as simple and intuitive as the product itself. By touching the objects displayed, clients understood how searching even in the biggest database of images takes only a few seconds.
We got Brazil to really talk about real sex
When advertising legend Cindy Gallop speaks up, there are always consequences. With one tweet, she’s had people fired calling out their sexist behaviour, and had misogynist advertising banned from awards shows. And she only needed 4 minutes on the TED stage to convince thousands of people to share the sex they have on social media, with her worldwide platform #MakeLoveNotPorn.
In May 2016, she came to Brazil to launch a national version of the platform. Together with MakeLoveNotPorn’s curator, Sarah Beall, Cindy led a group of 16 Brazilian professionals to launch www.sexonareal.com: a set of tools rooted in the national culture and language that includes a piece of funk music launched on Spotify and a music video.
Coca-Cola at Rio 2016
Coca-Cola gave us the challenge of transforming one of the biggest hangars in Rio’s port into the most desired space for teenagers during Rio 2016 Olympic Games. It was the first time (in the 88 years that the brand has been a sponsor of the Games), that Coca-Cola invested in a space focused on teenagers.
Around the table, and together with an extremely talented team, we conceived Parada Coca-Cola, that became a popular meeting point for teens, bringing together idols, fans, music, internet and coca-cola official products.
We named Toro and Mobi.
We gave FIAT an exclusively designed methodology for naming their cars. After Toro, a commercial success launched in 2015, we named Mobi in 2016.
The smallest in the fleet, Mobi was born to be a practical and intelligent solution for those who want to move around the city – and it has already overtaken its main competitor in sales.
Branch – we are all strangers
Branch is the result of the Mesa led by Ju Row Farr, a founder of the English collective Blast Theory, one of the most brilliant groups working in the world today when it comes to the use of technologies to occupy public spaces.
At first glance, Branch looks just like a game. But Branch is a deep experience that allows anyone to discover parts of themselves they do not have access to normally.
By transforming the city into a board game and by creating simple but clean rules for you to engage ordinary people as players, Branch helps you create a powerful connection with strangers and the world around you.
On the site thebranch.co, you can download the game and find out more about the project.
A special series of 80 units was produced for the launch. This product is now sold out.
We helped Nescau start a movement.
Working with a few of the most relevant people in the world in sports (including an Olympics medalist and Nike’s former Global Creative Director), we helped Nescau understand and tackle one of the main reasons kids become inactive: sports tend to become a source of pressure – and no longer of pleasure – when kids reach a certain age (around 10 years old).
Jogadeira, which plays with the words jogo (game) and brincadeira (play), is dedicated to change that.By launching a easy-to-scale and to reproduce series of events that work with 3 important pillars (easy access +well-trained professionals + real interest), Nescau has started a real movement.
Samsung: agents of change
This is what happens when you get the most extraordinary minds in the creative industry to work together creating a manifesto on the way technology impacts our lives.
Inspired by the use of Galaxy Note 4, the smartwatch Galaxy Gear S, the earphone Gear Circle and the Gear VR, the group created Agents of Change, a really innovative and powerful digital campaign, produced in 12 hours around the table.
The future of magazines
In a world where online content gets easier and cheaper to produce everyday, what kind of magazine will survive? We helped Colors, one of the world’s most relevant magazines of our times, to investigate that question. At a Mesa, we created and launched the São Paulo Survival Kit, an editorial product containing a series of objects that, combined, told stories of how São Paulo’s residents survive one of the largest cities in the world.
This product is currently sold out.
Brazil’s biggest direct sales company decided to change its business model: it went from being mono-channel to becoming a multi-channel, multi-category and multi-brand company. At a Mesa, we helped them understand what kind of players would and should emerge in this marketplace and how they will relate to each other. Today, redenatura.net tangibiilizes many decisions made during this Mesa and is one of the most important projects within the 7 billion company.
When an app on your phone is way better than any GPS in your car, what kind of connectivity makes sense for a manufacturer? We put together a team with of extraordinary professionals from 4 different countries, working with technology and the automotive industry, to prototype a website featuring connectivity services that consumers will have access to once they connect their smartphones to FIAT cars. Because they represented different engineering solutions, hardware and software were being treated as different products inside FIAT. At Mesa, it the importance of marketing them together as one full connectivity solution became clear to the company. This that allowed for a much more powerful communication strategy.
It’s a rainbow!
Since 2012, Dutch artist Berndnaut Smilde had been trying to artificially recreate rainbows. In May 2015, at a Mesa, he created the first one onto a landscape, in the middle of downtown São Paulo. The team has also launched the website www.presente.mesaecadeira.com as a documentation of the project.
We blew Kobe Bryant’s mind
Kobe Bryant wanted to engage kids with sports. FLAGCX and Mandalah wanted the project to be a real impact business. We made it possible for everyone to get what they wanted.We flew a team of selected professionals (journalists, a filmmaker, a community mobilizer, extreme sports athletes, designers and coders) to California to work together for 5 days. Kobe met us on Monday, to brief the team. On Friday, we came back to present BACK: a financially sustainable, globally scalable and efficient solution to get Brazilian kids and their communities involved in sports.
The name, concept, financial model, PR strategy and basic functionalities of the platform (both mobile and website) were all ready, just 96 hours after we started working. Kobe was blown away.
Back in 2013, when everyone and every brand was talking about the importance of creating experiences, we invited the duo behind a few of the most memorable happenings in the world (they are the minds behind the Water Tower Bar in NYC, for example) to execute their first experience in Brazil.
Working with N. D. Austin and Ida Benedetto to create Room 186 (an experience that took place on August 20th, 2013, at the love motel Ele&Ela in São Paulo) we were able to learn from the best in the world what are the fundamentals that turn events into experiences that really find a place in people’s memoriesy and hearts forever.
We created TAB
With most of the online media investments going to companies like Google, Youtube and Facebook today, UOL.com.br had a great challenge: to create a format that made it appealing to brands again. That's how TAB was born. An interactive editorial product displayed on UOL’s homepage every Monday, that gives advertisers a quality environment in which to speak to their consumers. Launched just 3 months after the Mesa, TAB enabled UOL to reconnect with a young audience (19-24 years old) and is considered both an editorial and commercial success.
How to say the most with the least
When everybody is fighting for attention, what kind of message is powerful enough to be remembered? "How to Say the Most with the Least" is a collection of posters created around the table, together with British artist Anthony Burrill. The result was turned into an exhibition in both São Paulo and London. Now you can shop your favorites in Brazil (at Collector55) and in the UK (at Kemistry Gallery).
Leader number 1
After heading the Interactive Department at Fabrica (Benetton's Research Communication Center) for nearly a decade and working as Interactive Creative Director at Wieden+Kennedy London, digital pioneer Andy Cameron became the first leader of a Mesa. His goal was to understand what kind of collaboration works in favor of - and not against - a brand.
A Mesa is like a 3D printer of ideas: you start with an idea and, 5 days laters, you see it come to life.
Creative Director at Nike
Mesa&Cadeira believes that the best way to learn is by doing.
In this section, you will find Mesas open for applications with some of the world's brightest professionals in their fields today.
How technology reveals truths about us as humans
A Mesa is like a 3D printer of ideas: you start with an idea and, 5 days laters, you see it come to life.
Creative Director at Nike
Soon you can be a participant at Mesas led by some of the most talented and passionate professionals working in the world right now.
A Mesa is like a 3D printer of ideas: you start with an idea and 5 days later you see it come to life.
100 institutions moving the world forward.
Solutions are created together with brilliant professionals who are leading the changes we want to see in the future.
TAB, uma das maiores inovações na história do Uol, estreia hoje com a assinatura do Mesa&Cadeira.
Brazil is setting the agenda on how to do business in the future. In every industry, every company should be working like Mesa&Cadeira: in real time, working together not to talk, not to think, not to ideate, but to get shit done and make shit happen!
How to Say The Most With the Least.
I’m a huge fan of Mesa&Cadeira’s work and that’s why I recommend it so often. The first Mesa I participated in, strongly impacted the way I work and changed the direction of my professional life.
10 mais inovadores do mercado.
Learning through Doing Workshop.
What Mesa does is really simple. Simple and profound. Very different from complex and superficial processes.
Dilemas discutidos ao redor da mesa.