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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.
Music Power Station - Heineken
In 2024 Rock in Rio celebrated 40 years as one of the most iconic music festivals in the world.
To celebrate the moment, Heineken created the Power Music Station.
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An experience that captured the true energy of Rock in Rio. A live superband performing the greatest rock anthems powered by the loudest voice of the festival: the audience.
In 7 days, the experience delivered 160 performances and connected with more than 11,000 people.
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