3 Great Ads is a long-running Thinkbox and Campaign series. 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 - to inspire the ad industry to even greater heights.
Felipe Serradourada Guimaraes has worked in the industry for more than 13 years. Most of that has been at BBH, apart from a year and a half at RGA as an associate creative director on Beats by Dre, Google and Nike.
Along the way, he has produced award-winning work for clients such as Burger King, Tesco, Absolut, AXE, Adidas and Virgin Media. His awards include four Cannes Lions and seven D&AD pencils, as well as Golds at Clips, The British Arrows, Creative Circle and the Campaign Big Awards.
Alongside his advertising career, Serradourada Guimaraes is also a creative director for London fashion brand clothsurgeon. He has worked for the last six years with designer Rav Matharu in designing, art directing, and styling the last six collections.
Serradourada Guimaraes’s picks
1. The Guardian “Three Little Pigs” (2012)
This campaign reimagined the story of the Three Little Pigs, showcasing the coverage of modern news. The killing of the Big Bad Wolf sparks a public outcry, highlighting readers’ influence on the news agenda and how stories develop in the face of emerging facts, as well as the effects of social media on coverage and debate.
The campaign won several awards, including a D&AD Yellow Pencil, The Grand CLIO award, and The British Arrow Craft Awards.
Agency: BBH Creative team: Matt Fitch, Mark Lewis Production company: Rattling Stick Director: Ringan Ledwidge
2. EE “Freedom” (2023)
This cinematic film shows the diverse ways young people use technology on their phones after school, along with the challenges they face.
Set to So Here We Are by Bloc Party, it highlights how EE Learn offers new tools to support digital health for kids.
This ad won the September/October 2023 Thinkboxes award for TV creativity, run in partnership with Campaign.
Agency: Saatchi & Saatchi Creative team: Ben Mooge, William John, George Coyle, Sam Simmonds Production company: Art Practice Director: Elliott Power
3. Burberry “Festive” (2020)
Burberry’s film features a quartet dancing through the streets, with choreography by the (La)Horde collective and direction by Megaforce via Riff Raff.
Inspired by Burberry's history of creating weatherproof clothing for polar explorers, Megaforce reimagined the iconic Singing in the Rain scene to reflect contemporary times.
Despite a shopkeeper's warning of a storm, the actors venture outside, defying the elements and showcasing the new collection.
Agency: Riff Raff Films Creative team: Ricardo Tisci, Al Watts, Sean Bell Creative Directors: Megaforce
