top of page
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.
Floating Bar - Heineken
The Pinheiros River runs through the heart of São Paulo, one of the largest cities in the world.
Even though more than 1.5 million people pass by it every day, the river is completely ignored.
Since the 1970s, it has been closed to public activities. For over 50 years, nothing could happen there.
So we created the first bar in history located in the middle of the Pinheiros River.
With the Heineken Floating Bar, we invited people to see the city through a greener perspective and experience a place they had passed thousands of times, but never truly noticed.
bottom of page