The fact that the alt-Milk industry will make Milk out of just about anything is a funny and relatable insight, no matter what you drink. While Dairy Milk’s not for everyone, there’s only one OG: Real Milk. To create conversation and debate, we created a fictional alt-Milk called Wood Milk, with a famous co-founder, Aubrey Plaza. We launched this fictitious brand on social, OOH, and through press and influencer outreach.

Client: MilkPep
Agency: GALE
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2.2B Erned Impressions. 
77M Views (YouTube, IG, TikTok).
805% Paid Performance Above Industry Benchmark. 
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AdAge #1 Top 5 Creative Campaigns
You Need to Know About Right Now.
The fact that the alt-Milk industry will make Milk out of just about anything is a funny and relatable insight, no matter what you drink. While Dairy Milk’s not for everyone, there’s only one OG: Real Milk. To create conversation and debate, we created a fictional alt-Milk called Wood Milk, with a famous co-founder, Aubrey Plaza. We launched this fictitious brand on social, OOH, and through press and influencer outreach.

Client: MilkPep
Agency: GALE
---
AdAge #1 Top 5 Creative Campaigns
You Need to Know About Right Now.
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Andys | 2024 Gold for IDEA







Case Study:
For many trans and nonbinary people, using their credit card is risky. They have been denied service and endured verbal and physical harassment when using a card with a name that represents someone they are not. To make matters worse, changing their legal name to one that matches their true identity is a long and difficult process. With True Name, people can now proudly display their chosen names on the front of their Mastercards.

Client: Mastercard
Agency: McCann XBC
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CANNES LIONS
2021 | GRAND PRIX Lion (Brand Experience & Activation)
+ 2 Gold Lions + 3 Silver Lions + 3 Bronze Lions

D&AD 
2021 | BLACK PENCIL (Experiential - Community)
+ 3 Graffiti Pencils + 1 Wood Pencil 

THE ONE SHOW
2021 | Best of Discipline (IP & Products)
2021 | Best of Discipline (Public Relations)
+ 8 Gold + 3 Silver

ADC
#4 CD in the world in 2021
Best of Discipline (Product Design)
+ 2x Gold Cube, 3x Silver Cube, 2x Bronze Cube


TrueName_Mastercard_CaseStudy from André De Castro on Vimeo.
A simple price tag.
Calculated the price politicians put on student lives by taking NRA money. Became a symbol of the movement.

Client: March For Our Lives
Agency: McCann NY



Recognition:

Cannes Lion Gold - Direct (Excellence)
Cannes Lion Gold - Outdoor (Ambient)
Cannes Lion Gold - PR (Public Affairs)
Cannes Lion Silver - PR (Non-Profit)
Cannes Lion Bronze - PR (Social Community)
Cannes Lion Shortlist - Direct (Small Scale)
Cannes Lion Shortlist - Direct (Digital Platforms)
Cannes Lion Shortlist - PR (Real-Time)
Cannes Lion Shortlist - Social & Influencer (Non-Profit)
Cannes Lion Shortlist - Social & Influencer (Reach & Impact)

The One Show Gold - Current Event Response
The One Show Gold - Social Engagement
The One Show Gold - Community Building
The One Show Gold - Physical Items
The One Show Gold - Events & Experiential
The One Show Gold - Collateral
The One Show Silver - OOH / Experiential & Installations

D&AD Yellow Pencil - Creativity For Good: Non-Profit
D&AD Wood Pencil - Community Experience
D&AD Shortlist - Creativity For Good: Product Design
D&AD Shortlist - Design: Non-Profit
D&AD Shortlist - Direct Response: Digital

D&AD Impact White Pencil - Civic Engagement
D&AD Impact White Pencil - Education

Art Directors Club Gold Cube - Direct/Wildcard
Art Directors Club Silver Cube - Promotional Materials

ANDY Awards Gold - IDEA
ANDY Awards Richard T. O’Reilly Award For Outstanding Public Service

Epica Awards Grand Prix - Responsibility
Epica Awards Gold - PR
Epica Awards Silver - Consumer Direct

Shorty Award For Social Good - Pro Bono
Shorty Award For Social Good - Shoestring Budget

Webby Awards Nominee - Best Cause Related Campaign
Webby Awards Nominee - Best Use Of Earned Media
Webby Awards Nominee - Best Event Activism

Clio Gold - OOH (Direct)
Clio Silver - PR (Public Affairs)
Clio Silver - Integrated Campaign

AdAge A-List Honors Best Work For Good

London International Gold - Digital (Public Service/Social Awareness)
London International Gold - Ambient (Public Service/Social Awareness)
London International Silver - Ambient (NGO)
London International Silver - Creative Use of Data
London International Bronze - Integration (Public Service/Social Awareness)

Cresta International Awards Silver - Outdoor

Shorty Awards Best Large Agency/Culture
The intersection of Christopher and Gay Streets in NYC is an iconic corner down the block from the Stonewall Inn, where the riots and the eventual the revolution began for the LGBTQIA+ rights movement. Partnering with the NYC Commission of Human Rights, we took this symbol of the community and made it a bit prouder for World Pride 2019.

Client: Mastercard & New York Commission of Human Rights
Agency: McCann XBC

AcceptanceStreet_Mastercard_Cannes_CaseStudy from André De Castro on Vimeo.




Recognition: 

The One Show
Bronze | Design-Out of Home-Single
Bronze | Design Branding-Corporate Communications
Merit | Experiential & Installations-Brand Installations

Effie Awards
 Winner | Engaged Community
Winner | Brand Experience: Live
Winner | Topical Marketing

New York Festivals
Gold | Financial Advertising-Use of Discipline/Medium-Guerilla-Alternative Media-Location-Based Media
Gold | Financial Advertising-Consumer-Corporate Image
Gold | Financial Advertising-Use of Discipline/Medium-Events
Silver | Financial Advertising-Use of Discipline/Medium-Outdoor/Transit/Out-of-Home
Bronze | Financial Advertising-Use of Discipline/Medium-Public Relations
Bronze | Financial Advertising-Use of Discipline/Medium-Social Media
Merit | Financial Advertising-Consumer-Financial Service Provider