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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.

Nature band - Heineken
Brazil is home to the largest tropical rainforest on Earth and one of the biggest music festivals in the world.
At Rock in Rio, Heineken turned its sponsorship into an invitation to rethink our relationship with forests and the future of the planet.
To reach the 700,000 people who were there for the music, we used the most powerful language of the festival.
We created The Nature Band.
A band not born in a garage, but in the Brazilian forests, powered by technology.

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