The Brazilian Creative Club is the most important advertising institution in the country. For more than 40 years, the Club has awarded the creative works that stood out during the year, gathering them in an annual. In 2018, we had to promote the new “pay-per-win” entry system for the annual.

Last year, when the campaign aired, issues such as nuclear threats, leaders denying climate change, the rise of AI and fake news, and others were being discussed all around the globe. It seemed that the end of the world was closer than ever. So, we wanted to tell Brazilian agencies that, since that could be everyone’s last chance to win a Brazilian Creative Club Award, they should submit their work. We created illustrations depicting those apocalyptic issues to be the main characters of our campaign.

We wanted to represent the chaotic moment the world was going through with our illustration style. Therefore, it’s intentionally messy, weird, cartoonish, childish and dark, in a fun way. We also considered this style to be really eye-catching: something every outdoor work must aspire.

Every character in the illustrations is inspired by something that was being discussed at the time. First, we picked big “apocalyptic” issues. For this piece, the evolution of AI and technology. Then, we thought of other subjects related to it, until we had enough illustrations to create really chaotic-looking pieces.