Ricardo Merhi

Ricardo Merhi https://ricardomerhi.com Ricardo Merhi Tue, 11 Nov 2025 14:15:02 +0000 https://ricardomerhi.com en Homepage https://ricardomerhi.com/Homepage Thu, 24 Oct 2024 14:30:20 +0000 Ricardo Merhi https://ricardomerhi.com/Homepage  MERHI Hi! I'm Ricardo Merhi, a creative copywriter and creative director based in São Paulo. I've been working with some brands like ︎Ruffles, Pepsi, Itaú, Vivo, Perdigão, ifood, Bauducco, Alelo and + Past Agencies: Publicis_W/McCannVML_NBS_Ampfy_Africa Current:Creative Director Creative Copywriter Linkedin InstagramWhatsApp Scroll down︎︎︎ Refloresta https://ricardomerhi.com/Refloresta Thu, 24 Oct 2024 14:30:24 +0000 Ricardo Merhi https://ricardomerhi.com/Refloresta Refloresta To highlight the importance of restoring the forests of the Instituto Terra, NGO created in 1998 by Lélia Wanick Salgado and Sebastião Salgado, we launched the Refloresta campaign. The actions guided the creation of Gilberto Gil's new song, which adds to the famous and acclaimed Refazenda, Refavela and Realce trilogy.  With Gil's song as the centerpiece, the campaign also gave rise to a music video for the song, released on TV show Fantástico, and an action on TikTok to celebrate Gilberto Gil's entry onto the platform with the #ReflorestaComGil challenge: for every video created with the song on the app, TikTok planted a tree at Instituto Terra. INSTITUTO TERRA 2021 <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/713b870be95f2627d664b04637bd71e98013dbecfda2995dd194a8b0d19d8bd6/_REFLORESTA_BOARD.jpg" data-mid="226537425" border="0" src="https://freight.cargo.site/w/1000/i/713b870be95f2627d664b04637bd71e98013dbecfda2995dd194a8b0d19d8bd6/_REFLORESTA_BOARD.jpg" /> Home ︎         Next Project︎ B-Blood https://ricardomerhi.com/B-Blood Thu, 24 Oct 2024 14:30:27 +0000 Ricardo Merhi https://ricardomerhi.com/B-Blood B-Blood Faced with the alarming blood donation crisis in Brazil, where just over 1% of the population is dedicated to this life-saving act, we needed to find a way to use the unparalleled reach and passion of football and turn the emotion of the stadium into a force for good. Since BETANO contains all blood type letters, we turned our sponsorship space into dynamic billboards for blood donation awareness. Using real-time data and geolocation, the uniforms displayed the most needed blood types in the cities hosting the games. Betano's B-Blood campaign achieved remarkable results, driving a more than 20% increase in blood donations, setting new records in donor participation. By leveraging data to enhance the consumer experience, this initiative not only educated soccer fans about the critical need for blood types but also made the act of donating personal and urgent. BETANO 2024 <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/352386c1417a499400c4ae87e92d8218f6ca9d7acdf394e328fef8492821ad6a/CAMISAS_02.jpg" data-mid="223050684" border="0" src="https://freight.cargo.site/w/1000/i/352386c1417a499400c4ae87e92d8218f6ca9d7acdf394e328fef8492821ad6a/CAMISAS_02.jpg" /> <img width="1920" height="1361" width_o="1920" height_o="1361" data-src="https://freight.cargo.site/t/original/i/dbc7d44d5a1d775715b75830b778623b5c4a344bc8983d00b65deb29306b8beb/BOARD.jpg" data-mid="223050685" border="0" src="https://freight.cargo.site/w/1000/i/dbc7d44d5a1d775715b75830b778623b5c4a344bc8983d00b65deb29306b8beb/BOARD.jpg" /> <img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/615d1460a9063af1480e378a14f9ef6d133949982ad73eb092e9d0465f605d97/FLU.jpg" data-mid="223049812" border="0" src="https://freight.cargo.site/w/1000/i/615d1460a9063af1480e378a14f9ef6d133949982ad73eb092e9d0465f605d97/FLU.jpg" /> Home ︎         Next Project ︎ Alelo Gaming https://ricardomerhi.com/Alelo-Gaming Thu, 24 Oct 2024 14:30:22 +0000 Ricardo Merhi https://ricardomerhi.com/Alelo-Gaming Gaming For Good Alelo, serving over 10 million Brazilians daily with food benefits, confronts the challenge highlighted by a UN study: Brazil's return to the Hunger Map, with 33 million people facing food insecurity. The company, committed to social responsibility, aimed to draw young people's attention to this crisis by showing the contrast between the abundance of the virtual gaming world and the scarcity of the real world. Launched just before Christmas, "Gaming for Good" turned Minecraft gameplay into a direct force against hunger. For every virtual food item collected by players on a specially designed map, Alelo has donated a real food item to families in need.  This initiative, amplified by key Minecraft streamers, leveraged the festive spirit and the gaming community's engagement to create a tangible impact in the real world. ALELO 2023 <img width="3390" height="2404" width_o="3390" height_o="2404" data-src="https://freight.cargo.site/t/original/i/2e4c839640c496daa1704d253a21f4ef5f21122946f32cfb62f183fec211d793/_Gaming4Good_Board.jpg" data-mid="220261292" border="0" src="https://freight.cargo.site/w/1000/i/2e4c839640c496daa1704d253a21f4ef5f21122946f32cfb62f183fec211d793/_Gaming4Good_Board.jpg" /> <img width="2667" height="1500" width_o="2667" height_o="1500" data-src="https://freight.cargo.site/t/original/i/cde55d0ff88827c67cd3d5bb62b08536ff94aeff4dae47cf05e61f56998750b2/kv_2_alelo-gaming.png" data-mid="220261298" border="0" src="https://freight.cargo.site/w/1000/i/cde55d0ff88827c67cd3d5bb62b08536ff94aeff4dae47cf05e61f56998750b2/kv_2_alelo-gaming.png" /> Home ︎         Next Project ︎ NBA Crunchy Cam https://ricardomerhi.com/NBA-Crunchy-Cam Thu, 24 Oct 2024 14:30:30 +0000 Ricardo Merhi https://ricardomerhi.com/NBA-Crunchy-Cam NBA Crunchy Cam Ruffles is an official sponsor of the NBA League. To connect with Brazilian fans, we launched the Crunchy Cam, a new version of the traditional "kiss cams" we always see on basketball games. Through a WhatsApp bot, consumers sent their videos eating Ruffles and having fun while watching the league. The selected videos were shown during match breaks on Brazilian TV. The results reached one of the highest engagement rates in the brand's history: over 2K submitted videos, +4 million impressions and 25K interactions. RUFFLES  2022 Home ︎         Next Project︎ Itaú https://ricardomerhi.com/Itau Wed, 08 Oct 2025 14:10:50 +0000 Ricardo Merhi https://ricardomerhi.com/Itau Pix Itaú showed that Pix can be much more than just a simple transfer by launching a complete ecosystem of features. And, with actions on TV, OOH, digital and social media, the campaign showed real situations in which Pix emerges as an immediate solution. ITAÚ 2025 Home ︎         Next Project ︎ Vivo https://ricardomerhi.com/Vivo Tue, 11 Nov 2025 14:15:02 +0000 Ricardo Merhi https://ricardomerhi.com/Vivo Proteção Rua Proteção Rua is a service offered by Modo Seguro, Vivo's security platform. To communicate its features in an educational and straightforward way, we created a campaign with videos, social media content, and other actions. VIVO 2025 Home ︎         Next Project ︎ Receitas com Calabresa https://ricardomerhi.com/Receitas-com-Calabresa Thu, 24 Oct 2024 14:30:32 +0000 Ricardo Merhi https://ricardomerhi.com/Receitas-com-Calabresa Receitas com Calabresa As part of the “O Sabor de Perdigão tem Poder” campaign, we created a recipe talk show with celebrities. The project featured five episodes in the first season, with a squad of celebrities bringing to the conversation the most diverse “Receitas com Calabresa”, a name that refers to the presenter's nickname and one of the brand's best-selling products. The project marked the category's first branded content format on the Globoplay streaming platform. PERDIGÃO 2022 <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1a6cb8bbf4bbff2ac96d4ac81bbed47687f0831f92ededd3482ed0f0880f3a96/Thumb_Geral_1920x1080_13_07-2.png" data-mid="223050822" border="0" src="https://freight.cargo.site/w/1000/i/1a6cb8bbf4bbff2ac96d4ac81bbed47687f0831f92ededd3482ed0f0880f3a96/Thumb_Geral_1920x1080_13_07-2.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c6dfd8adb07beaa781d91869b0476301a9e122528c139fc8577bf9d7f5e90331/Thumb_Ivete_1920x1080-2.png" data-mid="223050829" border="0" src="https://freight.cargo.site/w/1000/i/c6dfd8adb07beaa781d91869b0476301a9e122528c139fc8577bf9d7f5e90331/Thumb_Ivete_1920x1080-2.png" /> Home ︎         Next Project ︎ Ruffles Lanchonete https://ricardomerhi.com/Ruffles-Lanchonete Thu, 24 Oct 2024 14:30:37 +0000 Ricardo Merhi https://ricardomerhi.com/Ruffles-Lanchonete Ruffles Lanchonete For the launch of the Ruffles Lanchonete line, we created the concept of the smallest and crunchiest snack bar for the public to discover the new Cheeseburger and Hot Dog flavors. A vending machine, completely customized to look like a vintage snack bar, surprised consumers with the new product. To create mystery around the launch, the campaign also included the participation of influencer Igão to generate curiosity among consumers, as well as pieces for social networks, programmatic, digital films, digital banking profiles and influencers to amplify the project's promotion. RUFFLES 2023 <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/3c7cb1179bb3dd45e16ae7a99001f58c890424195fd1b54f4dfa7f302866018d/image-3.png" data-mid="220261529" border="0" src="https://freight.cargo.site/w/1000/i/3c7cb1179bb3dd45e16ae7a99001f58c890424195fd1b54f4dfa7f302866018d/image-3.png" /><img width="2560" height="775" width_o="2560" height_o="775" data-src="https://freight.cargo.site/t/original/i/309612616e07b4d687d55dec34e8f08a3bb769da32b2c85e88488da6d1819bd3/tweets.png" data-mid="220261531" border="0" src="https://freight.cargo.site/w/1000/i/309612616e07b4d687d55dec34e8f08a3bb769da32b2c85e88488da6d1819bd3/tweets.png" /> <img width="2000" height="934" width_o="2000" height_o="934" data-src="https://freight.cargo.site/t/original/i/3afb69c162d1036846bb9a24e0da6f607c8f64cedad10d406e7dea542174be65/batatacaindo_mp42-1.gif" data-mid="220261535" border="0" src="https://freight.cargo.site/w/1000/i/3afb69c162d1036846bb9a24e0da6f607c8f64cedad10d406e7dea542174be65/batatacaindo_mp42-1.gif" /> Home ︎         Next Project ︎ Docile https://ricardomerhi.com/Docile-1 Sun, 09 Feb 2025 19:09:53 +0000 Ricardo Merhi https://ricardomerhi.com/Docile-1 Sweet Kindness Docile is one of Brazil's leading candy players. And with the aim of generating awareness and highlighting some of its main values, the brand relied on the charisma and sporting spirit of Rayssa Leal for its new brand positioning. The launch of Sweet Kindness also featured a high-impact 360º strategy, with pieces for street furniture, digital and social networks such as: TikTok, Instagram, Facebook and YouTube. DOCILE 2022 Home ︎         Next Project ︎