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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.
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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