Sexy is a Brazilian adult magazine that has been improving its graphic and editorial quality over the last few years to grow its client base in Brazil as a “harder but smarter” version of classical Playboy nude approaches. Innova São Paulo was challenged to communicate that the magazine has more than just sexual content. The agency took its inspiration from the Brazilian bikini wax styles used by girls in the magazine – and on the seashores of Brazil, for that matter – and turned it into moustaches. Not just any moustaches, but those of Freddie Mercury, Mario, and Charles Chaplin.
During Rio’s Carnival both tourists and locals always face the same problem when visiting a street “bloco” (parade party): where to piss? The lack of public toilets makes that the city becomes impregnated with urine for days. The situation became so serious that last year the local authorities decided to detain people who were caught urinating out in the open. Afro Reggae, an NGO and musical group linked to the “favela” culture, asked JWT Sao Paulo to solve this problem in a more friendly way. The result is symbolic, but distinctive: ‘Electric Pee,’ a urinal turning pee into electric energy through a hydro-electric dynamo. The urinal working as a battery fed right into Afro Reggae’s Trio Eléctrico, parading down the street along the famous Ipanema Beach.