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Hi. I'm Lu Mônaco
EXECUTIVE 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.
HeineQueen Heineken
While Brazil stopped to watch a star perform, we placed another one in her hand.
Rio de Janeiro hosted the final act of the Celebration Tour, turning an open concert into the biggest show of Madonna’s career and the largest open air stage in Brazil.
By hacking the night’s main sponsor and sharing the spotlight with the Queen of Pop, we made another star shine. Ours.
The biggest toast in history as Heineken became part of the show at the perfect moment in an iconic meeting between the Queen of Pop and 1.6 million fans united by the green bottle.
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