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3 great ads I had nothing to do with #46: Caio Giannella and Diego de Oliveira on Folha de São Paulo, IKEA and Xbox

Caio Giannella and Diego de Oliveira, board creative directors at AMV BBDO, reveal three great ads they admire but had nothing to do with

Brazilian duo Caio Giannella and Diego de Oliveira have been a creative team since 2006 when they were hired to help build a new digital department at Africa in São Paulo. At the end of 2008, they moved to BBH London to work with clients such as Axe, Johnnie Walker, Barclays, and Vodafone. After three years at Mother London, they joined AMV BBDO as board creative directors in 2015.

They are responsible for writing award-winning work such as IKEA "Beds", Bodyform "Blood" and Axe "Apollo".  The pair have won 12 Cannes Lions, 13 D&AD Pencils and 7 British Arrows. 

Want to watch more great work? Head to the 3 Great Ads hub

Caio & Diego’s choices

Folha de S. Paulo "Hitler"

This 1988 ad for Brazilian newspaper, Folha de São Paulo,  is one of the most awarded films by Washington Olivetto, including a Gold Lion win at Cannes. It ends with the tag: "It's possible to tell a lot of lies by telling the truth. You have to be careful with the information in the newspaper that you receive. Folha de S. Paulo, the newspaper that is most bought and never sold."

It is one of only two Brazilian and Ibero-American commercials in the list of the hundred best of all time, published in 2000 by Berneci Kanner.

IKEA "Lamp"

Despite some criticism, this 2002 ad, Directed by Spike Jonze with Crispin Porter + Bogusky, was a financial and popular success. The ad trumped Honda's 'Cog' to win the Cannes Lion Grand Prix.

Casting decisions (including the lamp) were made by Jonze himself, who said of the choice for the Swedish man: "I really wanted a non-actor for the Ikea guy. I wanted it to feel like he was just a worker at Ikea who'd walked out of the store and onto the street. The guy we cast (Jonas Fornander)[6] had never acted before."

Xbox "Champagne"

This 2002 ad by BBH London was created to promote the European launch for Xbox in March 2002. It became even more famous for being banned by the Independent Television Commission after receiving 136 complaints.

It won a Gold Lion for Entertainment & Leisure at Cannes among others. It also won silvers  for Virals & Cinema at the British Television Advertising Awards and silver for TV & Cinema Advertising: Cinema Commercials Individual & Campaigns, and for Direction at D&AD. 

About this series

In this series of short films, leading Thinkbox Academy members have the tricky task of selecting just three TV ads that have inspired them: brilliant commercials, old and new, that they admire but had nothing to do with.

The idea is not only to explore some of our greatest ads in the company of people who know a thing or two about making them, but also because of the proven link between creativity and effectiveness encourage the advertising industry to even greater heights.


About The Thinkboxes

The Thinkboxes are the first awards to celebrate the UK's world-beating TV ad creativity, in all its forms, at regular way-points throughout the year.

Created in association with Campaign, these bi-monthly awards are judged by the Thinkbox Academy; made up of over 200 advertising luminaries. 

We hope you enjoy the films.

Want to watch more great work? Head to the 3 Great Ads hub

Topics

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