Hi. I'm Lu Mônaco
CREATIVE DIRECTOR | BRAND ACTIVATION AND CULTURE
I create cultural ideas that brands can live inside. Working across brand experience, entertainment, and communication, I lead ideas that start as campaigns and expand into culture through participation, conversation, and real-world impact.
Throughout my career, I’ve led projects for brands
like Heineken, Itaú, Netflix, and Google.
Creative Director, Atenas.ag
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​More than 15 years leading ideas that connect brands, culture, and people.
I’m a Creative Director working at the intersection of brand experience, culture, and communication.
I create ideas designed to live beyond traditional formats, ideas that start as campaigns and expand into culture through participation, conversation, and real-world impact. My work is grounded in the belief that brands should be experienced, not just seen. By combining strategic thinking, cultural insight, and executional scale, I build ideas that people engage with, talk about, and carry forward.
I’ve led projects across a wide range of categories, connecting brands with audiences through culture, entertainment, and shared experiences. I’m interested in ideas that move across platforms, spaces, and people.
Past Experience:
Creative Director, SOKO
Head of Content, Olympikus
Executive Creative Director, TracyLocke
Creative Director, Newstyle
Awards & Recognition
2025 / Jury Member, Effie Awards Latam
2023 / Speaker, HACKTOWN Festival
2020 / 2022 / 2023 / Jury Member, Ampro Globes Awards
2019 / Selected for The Phyllis Project, DDB Worldwide Global Female Leadership Program (Berlin & New York)
2019 / Creative Professional of the Year (São Paulo), Ampro Globes Awards
Cannes Lions
2025/Shortlist #HeineQueen Entertainment for Music
2025/Shortlist #HeineQueen Social & Creator
2025/Shortlist #HeineQueen Brand Experience & Activation
2025/Shortlist Letters from Simone for Itaú
El ojo
2025/Bronze/Communication Actions & Corporate Reputation/ Letters from Simone for Itaú
2025/Bronze/Influencers & Content Co-Creation/ Letters from Simone for Itaú
2025/Bronze/Events & Sponsorships/ Letters from Simone for Itaú
2020/Gold/Effectiveness in use strategy and use of media/Whopper Diamante Burger King
2020/Silver/Effectiveness in promotional MKT/Whopper Diamante Burger King
Guinness Book
2024/Shortlist Letters from Simone for Itaú
Effie Awards Brazil
2024/Gold/alcoholic beverages/#HeineQueen, for Heineken
2024/Silver/seasonal marketing/#HeineQueen, for Heineken
2024/Silver/Sustentability/Floating bar Heineken
2020/Bronze/Low Budget/Whopper Diamond Burger King
2019/Shortlist/Branded content/GoT NET Control
Effie Awards Latam
2024/ Bronze/ alcoholic beverages/#Heinequeen: when global icons toast to Brasil
MMA Smarties
2024/ Bronze/ Brand Experience /Shortlist Letters from Simone for Itaú
2024/ Gold/ Brand Experience /#HeineQueen, for Heineken
2024/ Gold/ Omnichannel Marketing/#HeineQueen, for Heineken
2024/ Bronza/ Creator/Influencer/Celebrity Marketing/#HeineQueen, for Heineken
​Ampro Globes Awards
2025/4 Gold/3 Silver/ 4 Bronze - Atenas.ag
2024/2 GrandPrix/3 Gold/2 Silver/ 2 Bronze - Atenas.ag
2023/8 Gold - Atenas.ag
2022/ 5 Gold/4 Silver/1 Bronze - Atenas.ag (elected agency of the year)
2019/6 Silver/1 Bronze - Tracylocke
2018/1 Silver - Tracylocke
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