PEDRO ROSA ⎯ EXECUTIVE CREATIVE DIRECTOR VML ⏐ SÃO PAULO / BRAZIL

Hello! I'm a Brazilian/British ECD/AD based in São Paulo. I love to inspire and enable diverse teams towards a common goal: making the best work of our lives again and again, helping build brands which infiltrate culture through contagious and effective ideas. And I firmly believe in sustaining high performance through relentless entrepreneurship, trust, deep collaboration, and fun at work. As a self-confessed Ad-Nerd, I've had the luck of working in some of the world's bravest agencies, learning from some of the bravest people. I've led and collaborated on fully integrated, non-traditional, and media agnostic campaigns for global and pan-European brands like Braun (Global), Pringles (EMEA), Vodafone, Volkswagen, Audi, Fiat, Jeep, Esso, IKEA, Apple (EMEA), Stella Artois, Coca-Cola, Adidas, Bayer, Telefonica, Visa and Unilever. And my work has been consistently recognised by all of the industry's major awards.

At Lew'Lara\TBWA, I helped the agency win the pitch for Esso to relaunch the brand in Brazil and the network to win the pitch for Visa’s global account. At AlmapBBDO, I was part of the team led by Marcello Serpa and Luiz Sanches from 2010 to 2014, when the agency was named "The Agency of the Year in Cannes" twice in a row and ultimately “The Agency of the Decade in Cannes”, in 2020. At Leo Burnett Tailor Made, I collaborated on the launch of the Jeep brand in Brazil in 2015. At Mother London, I took part in "One of the most memorable ads from Ikea's 30 years history in the UK" according to Campaign, with the ad "Lion Man", helping the brand to become "Creative Marketer of the Year 2017”. At Grey London, I was the creative lead on global and European businesses for P&G’s Braun and Kellogg’s Pringles, respectively, and on Vodafone Ireland. Having also worked across many other brands, including the Sprite platform that helped get Grey London on Coca-Cola’s roster.

In 2021, I led the campaign “Meet Frank”, which was featured in numerous articles and publications. Including Business Insider and the AdAge’s coveted list “The 30 Best Ads of the Year” at #10. The effort also leveraged +20% on Pringles sales and has won a Pencil at the D&Ad in the Gaming category inaugural year. More recently, my work has helped drive recognition in effectiveness festivals to all my core clients. Namely the IPA Awards (Vodafone Ireland) and the Effies Europe (Braun Global and Pringles Europe, which scooped the Grand Effie 2022).

I joined VML UK as an Executive Creative Director for Coca-Cola in 2023, helping to exponentially expand the agency's EMEA remit for The Coca-Cola Company in collaboration with our regional and global teams. Within six months, I led and won the global pitch for the 2024 Dubai Tourism campaign. More recently, I played a key role in winning the global Generali account while leading two of VML UK's largest global brands, Duracell and Beko. As of January 2025, I’ve returned to São Paulo to lead VML Brazil’s most ambitious and innovative brands, including Ford, Shell, Coca-Cola, and C&A.

There was once in my life when I’d swim 8km daily in a cold pool in Brasilia, but today I’m happy with my occasional cycling in the cold streets of London. Most proudly, I am a husband of one, father of two and friend of many of the smartest and most fun people on Earth.

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MAIN AWARDS

D&AD

Graphite Pencil Outdoor 2012 - Volkswagen Beep-Beep

Wood Pencil Crafts for Advertising 2013 - Volkswagen Truck Driver

Wood Pencil Crafts for Advertising 2013 - Volkswagen Old Lady

Graphite Pencil TV & Cinema Campaigns 2014 - Volkswagen Mirrors

Wood Pencil Press Campaigns 2015 - Volkswagen Mirrors

Graphite Pencil Media 2016 (Use of Events) - ABTO Donation Badges

Wood Pencil Media 2016 (Use of PR) - ABTO Donation Badges

Wood Pencil Writing for Advertising 2016 (Poster) - Jeep Dont's

Wood Pencil Gaming Brand Integration 2021 - Pringles Meet Frank

Shortlist Gaming Brand Partnership 2021 - Pringles Meet Frank

Shortlist Direct Integrated 2021 - Pringles Meet Frank

Shortlist Casting 2023 - Vodafone True Connections

CANNES LIONS

Silver Lion Media 2010 - Esso Flannel Cover

Bronze Lion Media 2010 - Akatu Exclusive Beach

Bronze Lion Outdoor 2010 - Akatu Exclusive Beach

Silver Lion Press (Crafts Art Direction) 2013 - Audi Collection

Bronze Lion Press 2014 - Audi Luxury Maps

Bronze Lion Press 2015 - Jeep Refuel Campaign

Bronze Lion PR 2015 - (Lions Health) ABTO Donation Badges

Bronze Lion Industry Craft 2023 (Copywriting Print & Publishing) - Dole The Unforbidden Fruit

Bronze Lion Brand Experience & Activation 2023 - Chernigivski The Beer With A Ukrainian Heart

THE ONE SHOW

Merit 2010 - Akatu More is Less Campaign

Merit 2010 (Design) - Akatu More is Less Campaign

Merit 2011 (Integrated Campaign) - Akatu Exclusive Beach

Merit 2011 (Out of home) - Akatu Exclusive Beach

Merit 2012 - Volkswagen Beep-Beep

Merit 2012 - Peixe Urbano Money Machine

Merit 2015 TV & Cinema - Volkswagen Mirrors (Elevator)

Merit 2016 Cross Platform - ABTO Donation Badges

Merit 2016 Direct - ABTO Donation Badges

Bronze Pencil 2016 Outdoor - ABTO Donation Badges

Merit 2016 Print & Outdoor Full Pg or Spread Single - Jeep Refuel to Barcelona

Merit 2016 Print & Outdoor Full Pg or Spread Single - Jeep Refuel to lstanbul

Merit 2016 Print & Outdoor Full Pg or Spread Single - Jeep Refuel to New York

Bronze Pencil 2016 Print & Outdoor Full Pg or Spread Campaign - Brasil Kirin 0% Alcohol

Merit 2016 Print & Outdoor Posters Campaign - Brasil Kirin 0% Alcohol

Merit 2023 Public Relations Brand Voice - Dole The Unforbidden Fruit

CLIO AWARDS

Silver Healthcare 2015 - ABTO Donation Badges

Bronze Out of Home 2015 - ABTO Donation Badges

ADC NEW YORK

Bronze Cube Press 2016 - Jeep Refuel Campaign

EFFIE AWARDS

Gold Effie Awards Brazil 2011 - Akatu Exclusive Beach

Grand Prix Effie Awards Europe 2022 - Pringles Meet Frank

Gold Effie Awards Europe 2022 - Pringles Meet Frank

Shortlist Effie Awards Europe 2022 - Braun Hair Removal On Your Terms

LIA

Silver Film 2013 - Volkswagen Mirrors

ANDY AWARDS

Bronze Press 2016 - Jeep Refuel Campaign

Shortlist 2021 - Pringles Meet Frank

CREATIVE CIRCLE UK

Gold Gaming Best Brand Partnership 2022 - Pringles Meet Frank

Gold Digital Best Digital Activation 2022 - Pringles Meet Frank

Silver Gaming Best Brand Integration 2022 - Pringles Meet Frank

Silver Digital Best Conceptual Idea 2022 - Pringles Meet Frank

Gold Writing Best Writing for All Mediums 2023 - Dole The Unforbidden Fruit

Gold Writing Best Writing for Press 2023 - Dole The Unforbidden Fruit

Silver Media Best Use of Press & Outdoor 2023 - Dole The Unforbidden Fruit

Silver Film Craft Best Performance 2023 - Vodafone Ireland True Connections

Silver Film Craft Best Casting 2023 - Vodafone Ireland True Connections

WAVE FESTIVAL

Grand Prix Outdoor 2012 - Peixe Urbano Money Machine

Gold Outdoor 2012 - Peixe Urbano Money Machine

Bronze Direct 2012 - Peixe Urbano Money Machine

Bronze Press 2012 - Volkswagen Beep-Beep

Bronze Press 2013 - Audi Cornering Lights

Bronze Film 2014 - Volkswagen Mirrors

Silver Press 2015 - Audi Luxury Maps

Silver Outdoor 2015 - Audi Luxury Maps

Silver Film 2015 - Volkswagen Mirrors (Elevator)

Silver PR 2016 - ABTO Donation Badges

Bronze Promo 2016 - ABTO Donation Badges

Bronze Press 2016 - Jeep Refuel Campaign

FIAP

Gold Promo 2012 - Peixe Urbano Money Machine

Bronze Outdoor 2012 - Peixe Urbano Money Machine

Bronze Press 2013 - Volkswagen Beep-Beep

Bronze Press 2013 - Volkswagen Beep-Beep (Single, Ants)

Bronze Film 2014 - Volkswagen Mirrors

Bronze Film 2014 - Visa Guinsu Knives

Bronze Press 2014 - Audi Collection

Gold Innovation 2016 - ABTO Donation Badges

Silver PR 2016 - ABTO Donation Badges

EL SOL

Bronze Promo 2012 - Peixe Urbano Money Machine

Gold Film 2014 - Volkswagen Mirrors

Bronze Film 2014 - Visa Guinsu Knives

EL OJO DE IBEROAMERICA

Bronze Press 2006 - Fuji Old Hands

Bronze Press 2006 - Avon novA

Bronze Outdoor 2012 - Peixe Urbano Money Machine

Bronze Press 2012 - Volkswagen Truck Driver

Bronze Film 2014 - Visa Guinsu Knives

Bronze Press 2016 - Jeep Refuel Campaign

PROFISSIONAIS DO ANO REDE GLOBO

Finalist 2008 - Banco Real Doors

Winner 2014 - Sudeste Capitais Campaign Volkswagen Mirrors

PREMIO ABRIL

Finalist Grand Prix Print 2012 - Volkswagen Tiguan with Park Assist II

CCSP (Brazilian Creative Club)

Gold Integrated Campaign 2008 - Nokia Music Conects Us

Gold TV & Cinema 2009 - Banco Real Doors

Green Star 2011 - Akatu Exclusive Beach

Silver Outdoor 2012 - Peixe Urbano Money Machine

Gold Radio 2014 - Bradesco Insurance Phone Hold Time

Bronze Tv & Cinema 2014 - Volkswagen Mirrors

Several in Book

LÜRZER’S ARCHIVE MAGAZINE

30 publications

OTHERS
D&Ad New Blood Awards 2024 - Jury President Durex briefing
New York Festivals Grand Jury Member 2023 - Film, PR, Sports, and Students categories
Creative Circle UK Jury Member 2023 - Gaming category
D&Ad New Blood Awards 2022 - Judge
D&Ad New Blood Academy 2022 - Mentor
D&Ad Masterclass Gaming Course 2021 - Panellist
New York Festivals Grand Jury Member 2018 - TV & Cinema category
Miami Ad School Sao Paulo Teacher 2014 - 2015 - Portfolio Orientation

VML Brazil 2025 \ ECD
VML UK 2023 - 2025 \ ECD EMEA (Europe, Middle East, Africa) & UK
Joan Creative London 2023 \ AD, CD (freelance)
draftLine Europe London 2023 \ AD, CD (freelance)
Grey London 2019 - 2023 \ Group CD, Global CD
TBWA\Media Arts Lab London 2018 - 2019 \ Creative Director
Mother London 2016 - 2018 \ Creative Director
MullenLowe London 2015 - 2016 \ Creative Director
Leo Burnett Tailor Made Sao Paulo 2014 - 2015 \ Senior Creative Art Director
AlmapBBDO Sao Paulo 2010 - 2014 \ Senior Creative Art Director
Lew’Lara\TBWA Sao Paulo 2007 - 2010 \ Senior Creative Art Director
DPZ Sao Paulo 2004 - 2007 \ Jr Creative Art Director

EDUCATIONAL BACKGROUND
Bachelor in Advertising and Communications @ University of Brasilia, UnB. One of the most prestigious universities of South America.

CONTACT
ppaulo@gmail.com \ +55 11 97268 6499