3 Great Ads is a long-running Thinkbox and Campaign series. The idea is not only to explore some of our greatest ads in the company of people who know a thing or two about making them, but also - because of the proven link between creativity and effectiveness - to inspire the ad industry to even greater heights.
André Moreira is an award-winning chief creative officer known for his exceptional leadership skills combining passion, creativity and innovation in AI.
He has been at T&P since 2017 and most recently served as chief creative officer for Studio X, WPP’s bespoke global network – where he delivered the Coca-Cola Company’s connected content studio, before being made global chief creative officer in January this year.
André's work – which has garnered more than 100 major industry awards, from Webbies to D&AD Pencils – showcases his diverse approach to modern, integrated communications.
A sought-after mentor and juror internationally, including for D&AD and Campaign Big Awards in his adopted UK, he was part of the team that helped Coca-Cola to win Creative Brand of the Year at the Cannes Lions International Festival of Creativity in 2024.
André Moreira’s choices
Created by BBH London and directed by Daniel Kleinman, the TV ad opens on a vast, shimmering school of fish swimming in perfect formation. One fish, however, veers away, breaking free from the collective and embarking on a solo journey through open water. The ad's underwater visuals, showcase how the fish, later turning human, has the courage to move forward – even if it means going alone. With no dialogue and minimal on-screen text, the film relies entirely on cinematic storytelling and atmosphere. It won Gold at Cannes Lions in 2003.
Agency: BBH Creative Team: Neil Dawson, John O'Keefe, Clive Pickering Client: Johnnie Walker Production company: Spectre Director: Daniel Kleinman
Launched by Euro RSCG London, this campaign aimed at transforming grey, lifeless spaces with vibrant colour through community-driven painting events around the world. The campaign’s film directed by Adam Berg, featured scenes from real painting events in locations such as Brazil, India, France, and the UK, showing locals transforming dull buildings, schools, and public areas using Dulux paint. It was set to the track Go do by Jonsi. It captured the uplifting spirit of communities coming together through colour.
Agency: Euro RSCG London Creative Team: Mick Mahoney, Fernanda Romano Client: AkzoNobel Production company: Stink Director: Adam Berg
This spot brought together multiple Coca-Cola products in a single, emotionally resonant narrative. Directed by Christopher Storer (creator of comedy-drama TV The Bear), the ad follows a young man meeting his girlfriend’s extended family during a lively gathering for a game as the family’s personalities and tensions unfold. The storytelling is sharp, intimate, and laced with warmth, mirroring the energy and chaos of real-life family moments.
Agency: Majority Creative Team: Nicolo Giarrano, Jake Tannery Client: Coca Cola Production company: Smuggler Director: Christopher Storer
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Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Its shareholders are Channel 4, ITV, Sky Media and UKTV. Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.
