https://mercedeslucena.net Mercedes Lucena Tue, 10 Mar 2026 12:58:58 +0000 https://mercedeslucena.net en https://mercedeslucena.net/Homepage Wed, 28 Sep 2022 10:09:24 +0000 Mercedes Lucena https://mercedeslucena.net/Homepage Mercedes Lucena. Creative Director About https://mercedeslucena.net/Index Fri, 30 Sep 2022 11:15:20 +0000 Mercedes Lucena https://mercedeslucena.net/Index Mercedes Lucena https://mercedeslucena.net/Header Wed, 28 Sep 2022 10:09:24 +0000 Mercedes Lucena https://mercedeslucena.net/Header Mercedes Lucena About https://mercedeslucena.net/Page-Nav Fri, 30 Sep 2022 11:15:18 +0000 Mercedes Lucena https://mercedeslucena.net/Page-Nav ︎ ︎ ︎ https://mercedeslucena.net/Sticker Fri, 30 Sep 2022 11:15:21 +0000 Mercedes Lucena https://mercedeslucena.net/Sticker https://mercedeslucena.net/Running-on-Cargo Fri, 30 Sep 2022 11:15:21 +0000 Mercedes Lucena https://mercedeslucena.net/Running-on-Cargo https://mercedeslucena.net/THEY-KNOW-IT-CALVO-TUNA Wed, 28 Sep 2022 18:06:41 +0000 Mercedes Lucena https://mercedeslucena.net/THEY-KNOW-IT-CALVO-TUNA “They Know it.” Turning humour into a social growth engine Client: Calvo Tuna Agency: McCann Madrid TV, long-form social content &amp; OOH Role: Creative Direction, Concept, Script, Treatment &amp; Execution “You cannot sneak anything past an eagle-eyed mom. They see, hear, taste, touch, and smell it all. They show a sixth sense to sniff out the family’s truths and secrets...” Tim Nudd (Ad Age) …And, of course, they know their tuna. <img width="750" height="1061" width_o="750" height_o="1061" data-src="https://freight.cargo.site/t/original/i/5aea04453840dd54581107e47643ab3b6beb6babeae9753ef1b76a008a82820f/senora_big.jpg" data-mid="228324742" border="0" src="https://freight.cargo.site/w/750/i/5aea04453840dd54581107e47643ab3b6beb6babeae9753ef1b76a008a82820f/senora_big.jpg" /> <img width="750" height="1061" width_o="750" height_o="1061" data-src="https://freight.cargo.site/t/original/i/7509c4d94dc3d67c2df1e65d68f6fc3e4646a452e992692fd09288436705cba2/chica_big.jpg" data-mid="228324564" border="0" src="https://freight.cargo.site/w/750/i/7509c4d94dc3d67c2df1e65d68f6fc3e4646a452e992692fd09288436705cba2/chica_big.jpg" /> Featured on warc.com“They Know it” Calvo Tuna, Ranked #32 in the Gunn 100 most awarded campaigns in the world &nbsp;Cannes LionsBronze Lion | Film Featured on lovethework.com Social Impact+20K YouTube views per day+16,319% Facebook growth100K new followers (Source)El Ojo de IberoaméricaGold | FilmGold Best Local Television SpainGold Best Local Radio Spain El Sol&nbsp;Gold | TV Food Bronze Bronze | Radio “keys” Premios Eficacia&nbsp;Bronze | Business Communication Featured on premioseficacia.com https://mercedeslucena.net/PANCHO-TIGRE-USA-WORLD-CUP Tue, 10 Mar 2026 12:58:58 +0000 Mercedes Lucena https://mercedeslucena.net/PANCHO-TIGRE-USA-WORLD-CUP &nbsp; “Who will you watch it with?” A social-first platform unfolding in real time.Client: Telemundo / Peacock NBCUniversal x WorldCupAgency: RedBee Creative, London Role: Concept, Campaign Development, Scripts &amp; Film Treatment “Pancho &amp; Tigre” is part of Telemundo’s FIFA World Cup 2026 campaign for the 57 million Latinos in the U.S., and taps into a cultural insight: the World Cup is never something you watch alone. The story plays out as a three-part social series following Tigre, who, together with his girlfriend Ana, travel across the country to find his childhood best friend, Pancho, and fulfill a promise they made 32 years ago. The search also happened in real time on @conquienlovasaver, with the cast “live-blogging” across host cities, meeting fans and creating content throughout the journey. <img width="1852" height="1646" width_o="1852" height_o="1646" data-src="https://freight.cargo.site/t/original/i/f057c956c59d72e8a7e985c31ca4f9774ef2f5fd0de56e595d3e85b778406bc3/Screenshot-2026-04-09-at-11.46.55.png" data-mid="246999512" border="0" src="https://freight.cargo.site/w/1000/i/f057c956c59d72e8a7e985c31ca4f9774ef2f5fd0de56e595d3e85b778406bc3/Screenshot-2026-04-09-at-11.46.55.png" /> <img width="1852" height="1654" width_o="1852" height_o="1654" data-src="https://freight.cargo.site/t/original/i/06deccf8eec3da15ff42721fc04f684a014ad8f70a7a347c59614d653afe297f/Screenshot-2026-04-09-at-11.39.36.png" data-mid="246999520" border="0" src="https://freight.cargo.site/w/1000/i/06deccf8eec3da15ff42721fc04f684a014ad8f70a7a347c59614d653afe297f/Screenshot-2026-04-09-at-11.39.36.png" /> <img width="500" height="666" width_o="500" height_o="666" data-src="https://freight.cargo.site/t/original/i/184ddb0f0788d28fcddc2165f14993e6048b4c63a09a7db2aa3162bee3caada3/Screenshot-2026-04-09-at-11.22.27.png" data-mid="248283769" border="0" src="https://freight.cargo.site/w/500/i/184ddb0f0788d28fcddc2165f14993e6048b4c63a09a7db2aa3162bee3caada3/Screenshot-2026-04-09-at-11.22.27.png" /> <img width="724" height="542" width_o="724" height_o="542" data-src="https://freight.cargo.site/t/original/i/a3c853e77f27263746d9b6129dbaf7ed85ec08e283154566eb888f68ab3a2fb6/Screenshot-2026-04-09-at-11.22.38.png" data-mid="248283813" border="0" src="https://freight.cargo.site/w/724/i/a3c853e77f27263746d9b6129dbaf7ed85ec08e283154566eb888f68ab3a2fb6/Screenshot-2026-04-09-at-11.22.38.png" /> <img width="500" height="667" width_o="500" height_o="667" data-src="https://freight.cargo.site/t/original/i/a9243afc8d58b2e50e0c31c38bf9928ba8c54badf74102ce86689180ade03084/Screenshot-2026-04-09-at-11.21.25.png" data-mid="248283815" border="0" src="https://freight.cargo.site/w/500/i/a9243afc8d58b2e50e0c31c38bf9928ba8c54badf74102ce86689180ade03084/Screenshot-2026-04-09-at-11.21.25.png" /> <img width="500" height="674" width_o="500" height_o="674" data-src="https://freight.cargo.site/t/original/i/fdc08b5d1254fa21b56f141ea18552cf96ea91ae64b16d802ce951339d27eede/Screenshot-2026-04-09-at-11.35.53.png" data-mid="248283814" border="0" src="https://freight.cargo.site/w/500/i/fdc08b5d1254fa21b56f141ea18552cf96ea91ae64b16d802ce951339d27eede/Screenshot-2026-04-09-at-11.35.53.png" /> Featured on&nbsp; www.adweek.com Follow the story: @conquienlovasaver https://mercedeslucena.net/SKIN-COMPLIMENTS-NIVEA-MEN Sun, 10 Dec 2023 20:45:38 +0000 Mercedes Lucena https://mercedeslucena.net/SKIN-COMPLIMENTS-NIVEA-MEN &nbsp; “Skin Compliments”Introducing a new social behaviour among men. Client: Nivea Global Agency: Publicis One Touch HamburgRole: Concept, Copy &amp; Creative Direction Global 360 campaign: Film, Social, Earned, Activation, Creator partnerships A man might compliment another man on his car, his trainers, his house, even his golf swing. But unlike women, never on his skin. That can get… awkward. This global campaign for NIVEA set out to change that, challenging outdated male stereotypes, inviting men to talk more openly about skincare, and delivering business growth and brand recognition along the way. <img width="2048" height="1454" width_o="2048" height_o="1454" data-src="https://freight.cargo.site/t/original/i/7a21897620a630253d066e7d91ce391c684329ee40ebec455ee119ed510592ce/SKIN-COMPLIMENTS.jpg" data-mid="228656021" border="0" data-no-zoom="true" src="https://freight.cargo.site/w/1000/i/7a21897620a630253d066e7d91ce391c684329ee40ebec455ee119ed510592ce/SKIN-COMPLIMENTS.jpg" /> <img width="1344" height="1200" width_o="1344" height_o="1200" data-src="https://freight.cargo.site/t/original/i/236ea7e7667de6ad60f8ba4ce857dd4ee8ecb5953a65f3d92027929d4bbde2a4/nivea-instagram.png" data-mid="228664906" border="0" src="https://freight.cargo.site/w/1000/i/236ea7e7667de6ad60f8ba4ce857dd4ee8ecb5953a65f3d92027929d4bbde2a4/nivea-instagram.png" /> <img width="1338" height="1190" width_o="1338" height_o="1190" data-src="https://freight.cargo.site/t/original/i/a65e844c36b8ef9c8f7b5ed8ac70e20279f10b5e3afe9d39daa9314451bb0e73/Captura-de-pantalla-2025-03-23-a-las-22.49.09.png" data-mid="228662636" border="0" src="https://freight.cargo.site/w/1000/i/a65e844c36b8ef9c8f7b5ed8ac70e20279f10b5e3afe9d39daa9314451bb0e73/Captura-de-pantalla-2025-03-23-a-las-22.49.09.png" /> Cannes Lions &nbsp; Featured on&nbsp; www.lovethework.com Effie Awards Finalist 2024&nbsp; Europe Multi-Market FMCG Featured on www.effie.org Impact 44.2 million boosted impressions and &nbsp; +5.2% awareness lift on TikTok alone National Compliment Day: ︎ ︎ Tiktok: ︎ ︎ &nbsp; https://mercedeslucena.net/DAKAR-911-PORSCHE-1 Thu, 29 May 2025 21:07:27 +0000 Mercedes Lucena https://mercedeslucena.net/DAKAR-911-PORSCHE-1 “The history of the 911 Dakar” Client: Porsche Middle EastAgency: KEKO London &amp; DubaiScope: Social-first global launch with creator partnershipRole: Concept, Script &amp; Treatment To launch the Dakar 911 Special Edition, we partnered with LA-based VFX artist @cache_Bunny to blend 1984 archive footage with newly shot film, staging a head-to-head race between René Metge’s legendary 953 and today’s Dakar 911. Cutting-edge VFX, environment builds, real-time FPV, and AI-assisted face recreation made time travel possible. Ready for the ride? &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp;   <img width="1632" height="918" width_o="1632" height_o="918" data-src="https://freight.cargo.site/t/original/i/c6163dceeb34b2fb5653363a5924cb633c1be88917accecb2ce95c92adb4a301/1679813091-porsche_911_953_lookdev_v008_1632x918.png" data-mid="233906178" border="0" src="https://freight.cargo.site/w/1000/i/c6163dceeb34b2fb5653363a5924cb633c1be88917accecb2ce95c92adb4a301/1679813091-porsche_911_953_lookdev_v008_1632x918.png" /><img width="1632" height="918" width_o="1632" height_o="918" data-src="https://freight.cargo.site/t/original/i/9635799b79186c938b68f9783f78371ad6b89c8370f1ab2f201634809ffa042a/1679813103-porsche_911_953_lookdev_v010_1632x918.png" data-mid="233906140" border="0" src="https://freight.cargo.site/w/1000/i/9635799b79186c938b68f9783f78371ad6b89c8370f1ab2f201634809ffa042a/1679813103-porsche_911_953_lookdev_v010_1632x918.png" /> <img width="1632" height="918" width_o="1632" height_o="918" data-src="https://freight.cargo.site/t/original/i/a2dd8f5adb4a5b97fca39522a54b12c50923264050431eca485dfd2822b02373/1679813098-porsche_911_953_lookdev_v009_1632x918.png" data-mid="233906179" border="0" src="https://freight.cargo.site/w/1000/i/a2dd8f5adb4a5b97fca39522a54b12c50923264050431eca485dfd2822b02373/1679813098-porsche_911_953_lookdev_v009_1632x918.png" /><img width="1632" height="918" width_o="1632" height_o="918" data-src="https://freight.cargo.site/t/original/i/8c55484363fab8da2540e3289b1686dfcb0ff84408e38a6d6ce13b9c8de9d795/1679813081-porsche_911_953_b_lookdev_v001_1632x918.png" data-mid="233906141" border="0" src="https://freight.cargo.site/w/1000/i/8c55484363fab8da2540e3289b1686dfcb0ff84408e38a6d6ce13b9c8de9d795/1679813081-porsche_911_953_b_lookdev_v001_1632x918.png" /> ImpactGenerated over 1M organic views on Instagram, building a growing community of engaged fans through Porsche-owned channels.