Grillz R Code

To launch the portable breath spray Closeup Go to a low-engagement Gen Z audience, we bypassed traditional advertising and created "the world's smallest media space." We designed a custom fashion grillz embedded with a 1cm² scannable QR code and placed it in the mouth of Brazil’s biggest hitmaker, Pedro Sampaio. Debuted mysteriously at The Town music festival, the accessory sparked an intense online hunt as fans zoomed in on screens trying to scan his teeth. The code led directly to an e-commerce page, turning a cultural stunt into an instant point of sale. The campaign achieved a social reach of 13.9 million people, generated $1.3 million in earned PR, and drove an explosive 81% increase in Closeup Go sales, proving that a bold creative idea can easily outperform a massive media budget.

Role: CCO, Creative Director