MARCELO LOURENÇO & PEDRO BEXIGA
Marcelo Lourenço and Pedro Bexiga have worked as a creative team since 1999. After being at Leo Burnett, Lisbon, Lowe and Euro RSCG as creative directors they were invited in 2006 to start up Fuel, the new Havas Group agency in Portugal.
Image: Pedro Bexiga [left] and Marcelo Lourenço, Creative Directors, Fuel, Lisbon. Pedro likes to think of himself as a "nice guy" - or as he says in Portuguese "um gajo porreiro". Marcelo describes himself as "the last Brazilian creative who has not yet returned to Brazil".
At the moment we are working on...
ML: I’m working very hard to live up to the success of 2011 after Fuel was the most awarded agency in Portugal (only six years after it started-up) and among the top three agencies in the country.
PB: We’re also working on our biggest client, Continente supermarkets, the number one operator in food retail in Portugal – a 2013 campaign.
The best piece of creative work around at the moment is...
ML: "Modern Family" because a TV Show with Sofia Vergara does not have to deliver such good writing. And they keep doing that every week.
PB: Axe’s Susan Glenn, with Kiefer Sutherland. No matter how tough you are, there’s always a girl that makes you weak. That’s absolutelly true, and it’s great.
We are inspired by...
ML: Meryl Streep. No matter how crappy the movie is, she delivers such a high class performance that elevates the quality of the whole film.
PB: That’s really a very good answer.
This year we’ll be attending...
ML: The Eurobest surely - that will take place again in Lisbon, the most charming city in Europe - and, next week, I’ll be at the Parents Meeting at my daughter’s school.
What got our attention at the last festival was...
ML: "The Hardest Job in the World" - if Procter and Gamble is doing such a good job, there are no more excuses.
PB: "Three Little Pigs", by BBH London for the Guardian newspaper. It’s brilliant. I also had the privilege of attending a really inspirational presentation by John Cleese exclusive for the Havas Network at Cannes this year.
The best time to be a creative was...
ML: Today, because digital is introducing us again to an era where the clients don’t think they know everything anymore.
PB: When times are changing or, in other words, right now.
The next big thing in advertising is going to be...
ML: Considering digital an "old" media.
PB: The idea. It’s always the next big thing.
The piece of work we wish we had thought of is...
ML: "Fontvieille: The Social Home Tour" for Brazilian construction company Carvalho Hosken. Such a simple idea: you book your visit to a new real estate venture on Facebook. And when you arrive at the showroom, the "model apartment" is customised with your Facebook photos hanging around in the place. Artplan Brazil, I bow before your wisdom.
PB: I think that GT Academy Online, from Sony Playstation and Nissan, where you can become a professional racing driver starting with a videogame. It’s a great, life-changing idea.
In a film about our lives, we would like to be played by...
ML: Clive Owen (but he’ll refuse for fear of being typecast after the role).
PB: Michael Palin. Now that would be funny.
In our industry, we admire...
ML: Remi Babinet and almost everything that BETC, Paris, does. I have the highest hopes for David, the new Ogilvy network. But my secret dream goal still is working with Washington Olivetto.
PB: Lots of people. I admire those who make great work, those who take risks, those that change the game. They are the ones that take our industry further. I’m afraid I would probably leave someone out if I was to name everybody.
The backgrounds on our mobile phone screens are...
ML: Black (I’m a Batman fan) with unicorns, pink hearts and flowers (I’m a Batman fan with two little daughters).
PB: Henrique, my little boy.
Our dream collaboration is...
ML: I want to create something that would be approved by Steve Jobs.
PB: Doing some work with Lance Armstrong, Nike and Kraftwerk. Something interesting would surely come up.
In up and coming talent, we look for...
ML: Someone who does not fear anything - including me.
PB: I look for enthusiasm, belief and hard work.
A piece of criticism we’ve received...
ML: You are too "Brazilian" (which nowadays is a compliment).
PB: Being stubborn.
The last song I listened to was...
ML: By One Direction ... And I keep asking myself, why?
PB: "Hurry Up We’re Dreaming", by M83.
Video: Carvalho Hosken "Fontvieille: The Social Home Tour" by Artplan, Brazil
Image: The Amnesty International "Mugshots" campaign by Marcelo and Pedro, which featured in Lürzer’s Archive Vol. 4/2011, was selected by The Gunn Report as one of the most successful campaigns in 2011.
See other work by Fuel, Lisbon that has featured in Lürzer’s Archive here | Not already subscribed? Subscribe now.
