Chapter 1: Lost & Forgottens
Launch Lessons
When we realized the absence of a method that could carry out the reconnection of a brand to its values and essence, we decided to give up our cases and careers in the great agencies of the advertising market to design this method to found an office that had our beliefs.
It was 16 years dedicated to the communication industry, working in large agencies and for large advertisers as creative and planning directors. But there was something inside us that would lead us to take other directions to go after what we really believed in as communicators.
We didn't have a ready map that would show us the best path to all the answers we were looking for, but one thing we had no doubts about: it would be necessary to lose ourselves from everything we believed in as advertisers in order to find ourselves again. We were entering our 30s, and the need to identify with our values and create a working model that we believed in was fundamental in this process of letting go of everything to live a new experience. Undoubtedly, New York is this great port of self-rediscovery.
new York
“Visiting the biggest hotel chains in the city, we realized that there was a different experience in each of those environments. Unlike what happens in Brazil or Latin America, hotel chains functioned as true meeting points for different tribes and styles. The lobbies were disputed by centimeters and being able to fit in with some of these tribes was an even more impossible mission.”
“Each detail worked as a true communication combustion. Only there we understood and experienced what a 360º communication was. From the hostess, to the architecture, to the people who attended, to the interior design, to the invitation folders, to the curatorship of brands, from the music that played in the environments and in the lobby, to the products sold in the hotel's shops, everything was perfectly connected. But it wasn't a simple "360º communication", it was more than that, it was a lifestyle that penetrated our skin as strongly as the fragrance that existed in each of the places we visited. In all of them, the rule was clear : either you identify and are in, or you do not identify and get out.”
