DDB Brazil Selects Winner in Student Competition

21 year-old Lucas Cabral Maciel wins 99-day trip around the world to study global trends

News provided by

Jan 19, 2011, 09:00 ET

SAO PAULO, Jan. 19, 2011 /PRNewswire/ -- Lucas Cabral Maciel, a 21 year-old student at the Federal University of Rio de Janeiro (UFRJ), has won DDB Brazil's student competition and earned the competition's grand prize: a 99-day world tour.

Lucas, an economics major, was selected by DDB judges to undertake the nine-city, 99-day trip as part of the agency's celebration of its 21st anniversary. Identifying trends through the lens of a 21 year-old, Lucas will publish his findings in blog posts on www.99novas.com.br and via www.twitter.com/99novas every day. The tour includes stops in London, New York, Paris, Barcelona, Milan, Mumbai, Bangkok, Shanghai, and Tokyo.

"This project offered us incredible insights into Lucas' generation – a generation that not only wants a job but also to accumulate life experiences," said Sergio Valente, DDB Brazil's CEO.

In order to qualify for the competition, Lucas was asked to prove his fluency in English, demonstrate academic excellence and show a mastery of general knowledge through a 30-question quiz that required a minimum passing grade of 93.

Lucas, who is scheduled to depart on January 9 for the 99-day backpacking trip sponsored by the agency, said, "I'm very anxious. It's a huge challenge to be chosen as DDB Brazil's trend hunter. But I'm also very excited and confident that I'm ready to do a great job and share all the experiences at 99Novas Blog".

At the conclusion of the trip, depending on blog content and results, Lucas will have an opportunity to join DDB Brazil in Sao Paulo, where he has already spent time meeting staff and agency executives, discussing the project, and making final arrangements for the trip.

In order to participate in the selection process, entrants were required to be 21 years old as of January 9, fluent in English, and be a current college or university student in Brazil.

There were more than 4,000 entrants, narrowed first to 99 based on the highest scores achieved in the online test. As part of the competition, each of the 99 students was then asked to produce a 90-second video in English telling DDB why he or she should be selected and post it to www.99novas.com.br. Nine finalists were then chosen, asked to create and write a blog entry, and were then interviewed by Valente. All finalists, including the winner, are highlighted below:

1) LUCAS CABRAL MACIEL - RJ

Lucas majors in economics at UFRJ in the mornings and practices circus techniques in the afternoon. His circus skills include: monocycle, juggling, and others. He is fluent in Spanish and French as well as English, and is considered something of a hipster.

http://www.youtube.com/watch?feature=player_embedded&v=hxOWXh4SBo0

2) BERNARDO SZPILMAN - Vitoria - ES

Born in a family of entrepreneurs, Bernardo has lived in several countries, including China. Besides studying at UFES, he is a programmer, works at an IT company and loves to mix music.

http://www.youtube.com/watch?feature=player_embedded&v=cpJWAuHh3RA

3) GABRIELA Di GRECCO - MT

Gabriela has studied ballet and kung fu, and sings in a rock band called Helena of Troy. She loves Japanese culture and Manga. She lives in Sao Paulo where she goes to university at ESPM. http://www.youtube.com/watch?v=OaJDIBtpujg&feature=player_embedded

4) STEFANO FIUZA - RJ

This medical school student from UFRJ speaks 4 languages fluently (English, Spanish, French and Portuguese). He is very motivated and a master in Krav Maga.

http://www.youtube.com/watch?v=javR0LyaCp8&feature=player_embedded

5) PATRICIA BASTOS - SP

Patricia is an intelligent, modern, fun fashion designer. She has lived in the Netherlands and in Singapore. She loves to write and has a unique view of the world. She studies at SENAC.

http://www.youtube.com/watch?feature=player_embedded&v=bfq2huH1Vds

6) BARBARA MONTEIRO - SP

Very articulate, Barbara majors in journalism in Sao Paulo at Faculdade Casper Libero. Her dream is to work abroad and she envisioned in 99novas the ideal opportunity to combine two of her passions: traveling and journalism.

http://www.youtube.com/watch?v=SLrzQJ9ipQ0&feature=player_embedded

7) CAETANO NEGRAO - Curitiba - PR

Caetano studies cinema at FAE, has lived abroad and earns extra money teaching English. Social networks and photography are his passions.

http://www.youtube.com/watch?v=fa-z_YLmC1M&feature=player_embedded

8) CLAREANA KUNZLER - RS

Clareana made a surprising parody video of the song "I'm too sexy." She is studying journalism at PUC-RS and works in the field. Some of her qualities are: modern, upbeat, clever, and fun.

http://www.youtube.com/watch?feature=player_embedded&v=0Ca9t5QOzq8

9) LARA THOMAZINI - BA

Lara works in the planning department of an advertising agency and studies at UFBA but wants to relive the time she backpacked around Europe. For the video, she spent a whole week looking for trends where she lives: Salvador.

http://www.youtube.com/watch?v=usV59fCj2cM&feature=player_embedded

Lucas' Trip Schedule

Jan. 9 – Sao Paulo - New York

Jan. 20 – New York - Barcelona

Jan. 31 - Barcelona - Milan

Feb. 11 - Milan - London

Feb. 22 - London - Paris

Mar 5 - Paris - Mumbai

Mar 16 - Mumbai - Bangkok

Mar 27 - Bangkok – Shanghai

Apr 7 - Shanghai - Tokyo

Apr 18 - Tokyo – Sao Paulo

Some videos Lucas shot customized for each country he will visit:

Video Hello USA: http://migre.me/3qjwN

Video Hello Thailand: http://migre.me/3qjHw

Video Hello Japan: http://migre.me/3qjQ3

Video Hello Italy: http://migre.me/3qjVM

Video Hello India: http://migre.me/3qk0j

Video Hello France: http://migre.me/3qk78

Video Hello China: http://migre.me/3qkbr

Video Hello Spain: http://migre.me/3qkf4

Video Hello Britain: http://migre.me/3qkjn

DDB Worldwide Communications Group Inc.

DDB Worldwide Communications Group Inc. (www.ddb.com) ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age. Consistently one of the most awarded networks globally for creative excellence, DDB was Campaign's 2009 Global Network of the Year, the 2010 Spikes Asia Network of the Year, Eurobest Network of the Year, Campaign Asia Creative Network of the Year and captured both the Cyber Grand Prix and Film Craft Grand Prix at the 2010 International Advertising Festival in Cannes. With more than 200 offices in over 90 countries, the DDB Group helps grow the value and influence of leading brands around the world. We believe that creativity is the most powerful force in business, allowing us to develop the ideas that people want to play with, participate in and pass along. We call this Social Creativity. DDB Worldwide is part of Omnicom Group Inc. (OMC).

SOURCE DDB Worldwide