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Silvio Acevedo

Silvio Acevedo

Being able to call a country our own is usually a big part of who we are. People from other countries can recognize us, we feel part of a large group of people, and there´s a place in the world we can call home. Our interests can be represented by other people of our own in worldwide politics and we share a common history. In a number of ways, we exist and matter through and because of this identity.

By the end of 2016, there were 65,5 million refugees in the whole world. This is people who  get very basic rights, like education, sanitation and the right to work compromised, because they are forced to live in a different country from their own. They are vulnerable, invisible, alone and in danger.

To raise awareness about this issue, Ogilvy & Mather New York had a simple and brilliant idea:  if refugees problems come from the fact that they don´t have a nation of their own, they would create one for them. This is how The Refugee Nation was born.

For this nation to become a tool that could gain visiblity for it´s "population", it needed to have it´s national simbols: a flag and an anthem. Each of them was created by a refugee, and presented in important events and spaces, like the Oscars to the Victoria and Albert Museum.

However, the highest point of the nation's public existence probably was the participation of it´s very own team of athletes in the Olympic Games. In one of the most organized, public and important events of the world, where national teams of all over the globe compete, refugees didn´t just get their voice heard, they could participate like any other country for the very first time.

Chief creative officer: Corinna Falusi, Alfonso MarianExecutive creative director: Jon Wagner
Creative director: Bastien Baumann, Artur Lipori, Rodrigo Moran, Caro Rebello, Ricard Valero
Senior executive producer; senior executive director: Akiko Nakashima
Associate creative director: Gil Kuruneri
​Art director; designer: Justin Au
Art director:Arthur Amiune, Eduardo Lunardi, Belén Márquez, Renato Tagliari
Copywriter: Imen Soltani
Additional credits: Senior executive producer; senior executive director: Akiko Nakashima
Composer: Moutaz Arian
Design director: Lucas Camargo
Designer: Yara Said
Director: Raphael Dias, Guilherme Pau y Biglia, Marcelo Vidal
Executive sound producer: Lucas Sfair
Audio: Canja Audio Culture
Production: Asteroide, SquarePixel


This campaign, like other campaigns that aim to persuade people to adopt animals from pet shelters rather than buying them, is based in showing the abandoned animals as unique and special.

When a new celebrity becomes famous, sooner or later someone asks ´where did he or she come from´. When this happens, humble origins can be better regarded than a past of privilege. This campaign is about the stories of pets that become a social media success, with massive amounts of likes in well known social media platform accounts. In the video ads, their owners explain what they found so unique and special about their cat or dog as to share it with the world.

But in spite of the differences this three ‘stars’ can have, they all came from a shelter. All the charisma this social media ‘divas’ have and flamboyantly display for their fanbase, didn’t have noble roots. This way, just like what happens with human stars, their humble origins are dignified. They may not have pedigree, but that doesn’t mean they can’t be special and adorable.

The emotionally compelling stories this campaign tells, can therefore reach a large audience of potential pet adopters, who can identify with them and, eventually, make a story of their own. 

More ads from the campaign and information in The Shelter Pet Project website.

Winner in Cannes 2016

Category: Cyber > Social > Influencer / Talent > N/A 
Award: Silver

Agency: J. Walter Thompson
Brand: Ad Council, Maddies Fund, The Humane Society Of The United States
Country: USA
Advertising Agency: J. Walter Thompson, New York
Entrant Company: J. Walter Thompson, New York
Media Agency: J. Walter Thompson, New York
Pr Agency: J. Walter Thompson, New York
Production Company: J. Walter Thompson, New York
Additional Company: J. Walter Thompson, New York
Art Buyer: Frannie Schultz (J. Walter Thompson, New York)
Global Business Director: Greg Mcconnell (J. Walter Thompson, New York)
Producer: Nick Orsini (J. Walter Thompson, New York)
Account Director: Stephanie Blake (J. Walter Thompson, New York)
Chief Creative Officer, New York: Brent Choi (J. Walter Thompson)
Assistant Editor: Colin Edelman (Ps260)
Director Of Digital: Jennifer Usdan Mcbride (J. Walter Thompson)
Senior Copywriter: Andrew Curtis (J. Walter Thompson)
Senior Art Director: Ben Morejon (J. Walter Thompson)
Planner: Jackie Prince (J. Walter Thompson, New York)
Audio Engineer: Rob Fielack (Plush)
Tv Producer: Andrea Rodriguez (J. Walter Thompson, New York)
Executive Producer: Dana Villareal (Plush)
Producer: Donna Lee (Ps260)
Executive Creative Director: Florent Imbert (J. Walter Thompson)
Director Of Broadcast Talent: Jamie Whitfield (J. Walter Thompson, New York)
Senior Print Producer: Steve Sincero (J. Walter Thompson, New York)
Music Artist: Charles L. Schmidt (Charles L. Schmidt)
Director: Claire Cottrell (Decon)
Editor: Dustin Stephens (Ps260)
Project Manager: Lauren Galanek (J. Walter Thompson, New York)
Executive Creative Director: Emmanuel Lalleve (J. Walter Thompson, New York)
Music Artist: Lullatone (Lullatone)

Sources: Ads of the World, Advertolog, Cannes Lions ArchiveThe Shelter Pet Project website.

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Creating and publishing content without violating laws or breaking other sets of rules, can often be a normal part of an advertiser´s job. However, in the case of this campaing, the obstacle presented was a very challenging one.

Macma, an organization devoted to fight against breast cancer, wanted to create a campaign that could make more women to check theirselves for this disease, in order improve prevention (67% of women don´t do it). David, the agency, knew that a great way to reach their audience was through social media, since women check their mobile phones 110 times a day, among other things to keep up to date with their platforms. The test is simple and free, no doctor or nurse is required to perform it, and no instrumental is necessary either -just one´s own hands-. An explanation on how to self administrate the exam was clearly a great way to achieve the campaign´s goal, considering many women don´t know how to do it.

However, Facebook forbids to feature female breast if the nipple shows. The ban applies for both the most used social network of the world, as well as Instagram. Getting around this limitation seemed impossible for a campaign like this. How can you explain a breast cancer test without showing the woman´s breasts?

Agency David had a very simple and brilliant answer for that: man-breasts. Since a man´s chest is not included in the Facebook´s policy, it was perfectly permissible to feature the full explanation of the breast cancer exam, with the help of Henry -the man whose chest was displayed in the footage-. The possibility to stress the fact that men can also have breast cancer, was also a good reason for the sex switch.

This way it didn´t only became possible to publish and share the campaign on Facebook. In the case of this ad, a lot of imagination was clearly needed to comply with the social network´s ban, in order to contribute to a social health issue, which is completely out of the question. So it also fueled the debate on what should be forbidden or not to display online, which helped the campaign to gain momentum, on social and traditional media as well.

Winner in Cannes 2016
Award: Grand Prix for Good

Agency: David
Brand: Macma
Country: Argentina
Advertising Agency: David, Buenos Aires
Entrant Company: David, Buenos Aires
Media Agency: David, Buenos Aires
Pr Agency: Urban Grupo De Comunicacacion, Buenos Aires
Production Company: Landia, Buenos Aires
Editor: Ana Svarz (David Buenos Aires)
General Accounts' Director: Emanuel Abeijon (David Buenos Aires)
David Vp Ecd: Joaquín Cubría (David Buenos Aires)
Art Director: Ricardo Casal (David Miami)
David Vp Ecd: Ignacio Ferioli (David Buenos Aires)
Copywriter: Juan Javier Peña Plaza (David Miami)
Agency Producer: Felipe Calvino (David Buenos Aires)
Producer: Thomas Amoedo (Landia)
Executive Producer: Adrian Damario (Landia)
Account Executive: Brenda Ranieri (David Buenos Aires)
President: Irene Marcet (Macma)
Account Director: Lucila Castellani (David Buenos Aires)
Head Of Production: Brenda Morrison Fell (David Buenos Aires)
Director: Nicolas Hardy (Landia)

Macma´s website:
David agency´s website (Argentina):
Source: Advertolog


World Vision Canada wanted to mobilize the public to urge the Canadian government to show leadership by supporting a peaceful solution to the 5 year Syrian conflict – one that would help restore peace and hope for a sustainable future to the children of Syria. World Vision asked Grassriots to support their advocacy efforts with a campaign to make this a reality and help save lives not yet lost.


Creative Director: Paul Bonsell
Art Director: Paul Bonsell, Deborah Caprara
Copywriter: Paul Bonsell, Logan Broger
Digital Artist: Paul Bonsell
Project Manager: Meghan Liu
Client: World Vision Canada


Humane Society has lead the fight against the commercial seal fur industry for over 40 years and have been critical in the banning of seal products around the world. HSI needs to raise money to continue toward its goal of eliminating any remaining demand for seal fur so this year, Grassriots helped them take a different approach to the traditionally bloody commercial seal hunt protest advertising with a campaign that focuses on the fact that the commercial seal hunt will never be humane.


Creative Director: Paul Bonsell
Art Director: Paul Bonsell, Deborah Caprara
Copywriter: Paul Bonsell, Logan Broger
Photography: Mark Ridout
Project Manager: Meghan Liu
Client: Humane Society International


The World Bank Group which finances the majority of farms globally launched a review of their safeguard policies. The current policy regarding animal welfare is substandard and outdated. By simply updating the sentence pertaining to animal welfare in the policy, the standard for how billions of farm animals are confined would be forever changed. The Humane Society International came to Grassriots to run an advocacy campaign that would help make this policy change a reality.


Creative Director: Paul Bonsell
Art Director: Paul Bonsell, Deborah Caprara
Copywriter: Paul Bonsell
Photography: Mark Ridout
Client: Humane Society International


Everyone knows leather comes from animals. So when we look at leather clothes in a showroom, we are watching something that used to be alive. Some people also know how much cruelty the process of making a creature to become a belt or a jacket involves. But when displayed in stores, malls, runways or even the street, this aspect of the leather industry is usually the last thing to cross our minds. As our attention is successfully diverted to the glamour and the beauty of a designer´s creation, the cruelty remains concealed at plain sight.

Ogilvy & Mather Thailand created a very provocative way to make this ignominious facet of fashion to stand out. They took leather items on display in an pop-up store, not to sell them anything, but to give them “entrails”: fake intestines, blood, a beating heart, were put inside the clothes. When the customers opened or even tried them, they were presented with an unsettling surprise, that would let them feel and remember there is still something more than just disgusting about producing and -for the same reasons- consuming leather.


People who values freedom speech would probably wish a happy twentieth aniversary to Reporters Witout Borders Belgium. However, unlike what one would do in a regular birthday party, they would also hope their existence could end right then and there, and in fact they would probably wish they were never born alltogether. Wouldn´t it be the best thing to happen for their cause if an organization fighting for it simply didn´t make sense at all, because every individual in the world could take their right to express their own selfes for granted?

This is why this "birthday party" can have very special "guests", with their very own reasons to be happy for the occasion. In the video below, major freedom speech offenders, such as Vladimir Putin, Saddam Hussein, Hugo Chavez and Kim Jong-Un sing the happy birthday song to the organization, stressing with irony how unfortunately necessary it´s fight still is now and still will be every time anybody needs to risk his or her life to publish information relevant to the public knowledge. Because, after all, this special "guests" have also their very own reasons to wish to RWB Belgium it´s existence could finish here and now.

Happy birthday Reporters Without Borders Belgium, we wish your brave struggle for freedom speech ends victoriously as soon as possible!

Creative Directors: Tom Berth, Geert De Rocker
Digital Creative Director: Naïm Baddich
Copywriter: Maarten De Maayer
Art Director: Daniel Van den Broucke
Agency Producer: Publicis Brussels
Digital Producer: Tanguy De Kelver
Account Manager: Amandine Clio
Strategic Planner: Berten Peremans


An innovative project of large-scale promotion of peace, for the prevention and reduction of violence at local, national and global levels.

Initially, the programs and actions of local, national and international prestigious Pacifist and Educators for Peace, registered in an online CROWDFUNDING FOR PEACE, will receive the investments.

Prestigious institutions in the education, ICT and management area, will develop the necessary tools; and will follow online, along with citizens, the functioning of the project and its results.

The investment will be made directly by the public and private sectors: municipal, state and national governments, and businesses, organizations and citizens.

Responsible for the movement: Jorge Carcavallo
Click to Action:


You’re either here to buy something ridiculous or to complain about something ridiculous. Either way, it’s a good thing that you’re here. The Business Bulge is a fictional product. What’s not fictional is the fact that in 2016, women still earn less because of their gender. That’s not just wrong. It’s embarrassing. Politicians aren’t addressing the problem, and CEO’S need a reason to act.

AWB Team:

Chief Creative Officer: Icaro Doria
Creative Directors: Bruno Oppido, Thiago Carvalho
Art Director: Rachel Newell
Copywriter: Tyler Kirsch
President / Chief Executive Officer: Chris Brown
Account Director: Hollie Doran
Agency Producers: Ed Zazzera, Amanda Van Caneghem
Social Strategy: Chiara Martini, Robin West
Production company: Hungry Man
Director: Hank Perlman
Managing Partner / EP: Kevin Byrne
Producer: Caleb Dewart
DOP: Cale Finot
Production Designer: Paul McConnell
Production Supervisor: Sherra Fermino
Editorial: Cosmo Street Editorial
Editor: Tom Scherma
Assistant Editors: Dave Otte, Chrissy Doughty
Producer: Viet-An Nguyen
Executive Producer: Maura Woodward
Responsible for the Organization: Gerardo Porteny Backal
Advertising Agency: DDB, New York, USA

Campaign´s site:
YM4GE´s site:


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