Alê Freire _ ACD / Copywriter

Dirnk Repsnosilby _ Ab Inbev

Sometimes you drink and everything appears to be in order, but it's not. To remind consumers about this, we changed the labels of every main Ab Inbev beer and we didn't tell anyone about it. The idea went out to newspapers, magazines, OOH, digital, stores, TV, influencers, bars and many other formats. When people started to notice the "error", we revealed our awareness message.

Safety WIFI _ Fiat

As the leader in sales in Brazil for 13 years, Fiat took upon itself the responsibility of fighting for better and safer driving conditions in the streets nationwide. To help on this mission, we started by trying to change an old and dangerous Brazilian habit: forgetting to put on the seatbelt in the backseat.

Craft Quality_ Eisenbahn

There is no detail too small when you are producing good craft beer. The same goes fot that beer's campaign. That's how we created Eisenbahn's new positioning and its 100% handmade campaign. Everything you will see below was done without the aid of computer graphics. Everything was handcrafted with a lot of passion, attention and care to the smallest details.

The world's biggest coin toss_ McDonald's

With the launch of the new Big Mac Bacon, one of the biggest questions of the modern age emerged: is this new sandwich still a Big Mac? To solve this controversy, we created the world’s biggest “heads or tails” (theoretically), launching a 400Kg coin from a helicopter. This epic activation was broadcasted live via Facebook from the USS Lexington aircraft carrier in Texas.

Onze_ Eisenbahn

One of samba's fathers left behind 11 new songs that were locked up for decades by his family. 11 music sheets never recorded or played to the public. To honor the great Adoniran Barbosa, we launched “ONZE”: the album that brought the father of samba back to life.

Two songs on the album became music videos

Second Hand Prop Video_ OLX

A lot of people would never buy OLX's second hand products. They think its cheap, low quality, old. To prove these people wrong, we partnered with one of Latin America's greatest singers to release the music video for her new single "Meu Talismã" using only things purchased from OLX. That's right: a whole music video made 100% with second hand objects.

The music video turned out pretty cool

Unforgettable Songs_ Mares Films

A study conducted in Germany discovered that musical memories are stored in an area of the brain different from the one that stores regular memories. We used this discovery to create a movement that helped hundreds of Alzheimer's patients to eternalize their life stories in their memories in the form of music.

The first song created in the
project became a documentary:
Other songs from the project

Drive Thru Car Free Day_ McDonald's

To celebrate the World Car-Free Day 2017 (September 22), McDonalds Brazil created an activation inviting customers visit the Drive-Thru using alternative carbon-free transport means. We opened the Drive Thru of more than 400 restaurants around the country for bikes, skates, scooters and every other transportation people could think of.

There’s always a job that wants to F*¢# you _ CUCA Ad School

For CUCA’s first ever campaign, we had to think big if we wanted to grab the public’s attention in a market dominated by other international portfolio schools. And, when the subject is big, nothing better then using Brazil’s most famous porn star as the face of the campaign. Watch as Kid Cane (Kid Bengala) stars in this commercial and brings an insight that couldn’t be more real to life.

The jobs that want to F*¢# you _ CUCA Ad School

Every person from the creative department of an agency has had to deal with some briefs that seem to want to F*¢# with you. To exorcise these “challenging” jobs, we created an animation where they were represented exactly as the creative people picture them.

Candy Project_ Personal Project

“Words can change the world”. We decided to put this theory to the test with the Candy Project: a personal project that helped a street salesman to double his revenue, became the headline in newspapers, magazines and TV shows around the country and got thousands of smiles throughout the streets of São Paulo.

Magic Moments_ Eisenbahn

Our routine becomes more magical when we enjoy every little detail. With this new positioning, Eisenbahn stopped being a brand that only talked about its products and started talking about the life, interests and desires of its consumers.

Donate the Logo_ Lagunitas

The world's best-selling IPA beer transformed its logo into thousands of ads for shelter dogs.

Creatinder_ CUCA Ad School

If you work in advertising, you know that finding the perfect partner is not an easy task. To solve that problem, we launched the Creatinder App. It works like Tinder, but instead of uploading selfies and writing cute quotes, here the creative upload the best work on their portfolio and write about their experience in the business. Let the brainstorms begin.

#McISMc _ McDonald's

McDonald’s is one of the most affordable quality meals you can find. Especially when we compare with other gourmet burgers that became famous in the past few years. There are burgers out there that would have to sing to be worth what it costs.

Pee Blitz_ Fiat

For “Pee Blitz”, we created and developed an analysis system capable of detecting the presence of alcohol in urine. During the Confederations Football Cup, we installed this device in several bars across São Paulo. When people used the urinal, the technology pointed out if they had consumed liquor and alerted them to call a cab and not drive home.

The Halloween Protest_ Personal Project

To protest against the Brazilian Government’s terrifying corruption, we decided to create a fun personal project. Instead of werewolves and witches, at Halloween time, we made masks that would really frighten any Brazilian. On, people could print their own corrupt politician mask and go out on the streets as a real monster.

CTRL+V Project_Personal Project is a personal project that was born to discover one simple thing: what was the last thing people considered important enough to press CTRL+C on? What started out as a fun project, turned into a permanent website with more than 40 thousand users and thousands and thousands of shares.

Alexandre Freire
making stuff for BRANDS
Say hi at:
• Young Lions Brazil - Delegation of 2019
• Cannes Lions
• Latin Grammy - Finalist
• D&AD 
• Clio
• London Awards
• OneShow
• ElOjo
• TheMotion Awards
• WaveFestival
• Colunistas
• Profissionais do Ano - Rede Globo
• AnimaMundi - Finalist - Best Brazilian Ad Short (2015)
• Luerzer's Archive - Published (2016, 2017, 2019)
Sabbatical Year -
2022 - 2023

One year traveling by car all over South America.
SUNO United Creators -
ACD / Sr. Copywriter
2019 - 2022

Eisenbahn, Baden Baden, Lagunitas, iFood
DM9DDB - Sr Copywriter
2017 - 2019

Mc Donald's, Itaú, Subaru, Ambev, Jonhson & Jonhson, Veja, Perdigão
Isobar Brazil - Sr. Copywriter
2012 - 2017

Fiat, Jeep, Samsung, NIVEA, Banco do Brasil, Escola CUCA, SKY, TIM, Citibank, Sadia, Sony
Sinc Digital - Copywriter 
2011 - 2012

Stella Artois, LG
ID\TBWA - Jr. Copywriter 
2010 - 2011

Visa, Natura
Bitura - Mídias Mirabolantes - Intern
2009 - 2010

Par Perfeito.
Ag. ESPM - Jr. Copywriter  
2008 - 2009
Universidad Antonio de Nebrija  
2010 - 2011

Madrid, Spain
ESPM (Escola Superior de Propaganda e Marketing)  
2007 - 2011

São Paulo, Brazil
Alê Freire — 2022