Client: Taco Bell
Agency: Legendary People + Ideas as Creative Director role
Year: 2020-2022
Project: National brand launch and multi-year 360° creative platform (Social, product launches, restaurant openings, activations)
My role: Creative Director — responsible for strategy, concept development, art direction, team leadership, and hands-on design and execution of campaigns.
Brief
Launch Taco Bell in Portugal, a market with near-zero brand awareness and make it culturally relevant to Gen Z, in a category already dominated by global fast-food giants.
Big Question
How do you turn an unknown American fast-food brand into a cultural icon — fast?
Solution
We built a long-term creative platform rooted in humor, cultural relevance, and a bold, playful tone adapted to Portuguese culture — without losing Taco Bell’s global irreverence.
Instead of isolated campaigns, we committed to consistency: daily social conversations, product launches, restaurant openings, and cultural moments all working together to make Taco Bell feel native, not imported.
Impact
→ Grew from 1 to 5 restaurants in the first year.
→ Surpassed long-established competitors with 50+ stores in brand relevance.
→ Built a loyal Gen Z community in record time.
→ Turned Taco Bell into a cultural touchpoint in Portugal — online and offline.
IN 2020, TACO BELL ENTERED PORTUGAL —
A MARKET THAT DIDN’T KNOW IT,
AND DIDN’T NEED IT.
IN 2020, TACO BELL ENTERED PORTUGAL —
A MARKET THAT DIDN’T KNOW IT,
AND DIDN’T NEED IT.
So we didn’t launch with noise.
We launched with relevance.
Within months, Taco Bell overtook long-established fast-food brands with 50+ stores — not by outspending them, but by out-connecting them.
Social Media
Consistency
=
DAILY CULTURAL
PRESENCE
For Gen Z, social media isn’t a channel — it’s where brands earn permission.
So we made Instagram the engine of the launch: an always-on system of bold food visuals, humor, and cultural conversation, designed to feel native — not branded.
Organic and paid turned daily content into real-time interaction, and interaction into community.
Social didn’t support the brand.
It built it.
A FOOD-PORN INSTAGRAM. ALWAYS ON & ALWAYS IN CULTURE.
A FOOD-PORN INSTAGRAM.
ALWAYS ON & ALWAYS IN CULTURE.
Social Media
Consistency
=
DAILY CULTURAL
PRESENCE
Social Media
Consistency
=
DAILY CULTURAL
PRESENCE
For Gen Z, social media isn’t a channel — it’s where brands earn permission.
So we made Instagram the engine of the launch: an always-on system of bold food visuals, humor, and cultural conversation, designed to feel native — not branded.
Organic and paid turned daily content into real-time interaction, and interaction into community.
Social didn’t support the brand.
It built it.
VEGGIE WASN’T A LINE EXTENSION.
IT WAS A STATEMENT.
With It’s All Veggie, Taco Bell introduced a new promise to the category: every menu item could be made vegetarian — a first in Portugal’s fast-food market.
To bring this shift into culture, we partnered with influencer Triperininha — not for reach alone, but for her credible, playful voice around food, lifestyle, and choice — helping the idea travel naturally across social.
CULTURE-REACTIVE
RUBRICS
We built recurring social formats that turned trending topics, shared frustrations, and everyday language into playful, empathetic Taco Bell moments.
Not campaigns.
Cultural shortcuts — instantly recognizable, repeatable, and built to live in culture.
CULTURE-REACTIVE RUBRICS
We built recurring social rubrics that transformed trending topics and shared frustrations into empathetic, playful moments — always positioning Taco Bell as the reward.
Formats weren’t campaigns.
They were cultural shortcuts.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
EDITORIAL FORMATS
AS BRAND CODESWe turned language into a creative system — reinterpreting everyday words through Taco Bell’s tone of voice and cultural humor.
Each format became instantly recognizable, repeatable, and culture-ready.
HEY (interjection) - When someone steals your last nacho.
FIERCE (adjective) - That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot - When you act tough and eat Fire Nachos in under 2 minutes.
CULTURE-REACTIVE RUBRICS
We built recurring social rubrics that transformed trending topics and shared frustrations into empathetic, playful moments — always positioning Taco Bell as the reward.
Formats weren’t campaigns.
They were cultural shortcuts.You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
EDITORIAL FORMATS
AS BRAND CODESWe turned language into a creative system — reinterpreting everyday words through Taco Bell’s tone of voice and cultural humor.
Each format became instantly recognizable, repeatable, and culture-ready.HEY (interjection) - When someone steals your last nacho.
FIERCE (adjective) - That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot - When you act tough and eat Fire Nachos in under 2 minutes.
CULTURE-REACTIVE RUBRICS
We built recurring social rubrics that transformed trending topics and shared frustrations into empathetic, playful moments — always positioning Taco Bell as the reward.
Formats weren’t campaigns.
They were cultural shortcuts.You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
EDITORIAL FORMATS
AS BRAND CODESWe turned language into a creative system — reinterpreting everyday words through Taco Bell’s tone of voice and cultural humor.
Each format became instantly recognizable, repeatable, and culture-ready.HEY (interjection) - When someone steals your last nacho.
FIERCE (adjective) - That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot - When you act tough and eat Fire Nachos in under 2 minutes.
CULTURE-REACTIVE RUBRICS
We built recurring social rubrics that transformed trending topics and shared frustrations into empathetic, playful moments — always positioning Taco Bell as the reward.
Formats weren’t campaigns.
They were cultural shortcuts.You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
EDITORIAL FORMATS
AS BRAND CODESWe turned language into a creative system — reinterpreting everyday words through Taco Bell’s tone of voice and cultural humor.
Each format became instantly recognizable, repeatable, and culture-ready.HEY (interjection) - When someone steals your last nacho.
FIERCE (adjective) - That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot - When you act tough and eat Fire Nachos in under 2 minutes.
CULTURE-REACTIVE
RUBRICSWe built recurring social rubrics that transformed trending topics and shared frustrations into empathetic, playful moments — always positioning Taco Bell as the reward.
Formats weren’t campaigns.
They were cultural shortcuts.You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
EDITORIAL FORMATS
AS BRAND CODESWe turned language into a creative system — reinterpreting everyday words through Taco Bell’s tone of voice and cultural humor.
Each format became instantly recognizable, repeatable, and culture-ready.HEY (interjection) - When someone steals your last nacho.
FIERCE (adjective) - That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot - When you act tough and eat Fire Nachos in under 2 minutes.
CULTURE-REACTIVE
RUBRICSWe built recurring social rubrics that transformed trending topics and shared frustrations into empathetic, playful moments — always positioning Taco Bell as the reward.
Formats weren’t campaigns.
They were cultural shortcuts.You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
EDITORIAL FORMATS
AS BRAND CODESWe turned language into a creative system — reinterpreting everyday words through Taco Bell’s tone of voice and cultural humor.
Each format became instantly recognizable, repeatable, and culture-ready.HEY (interjection) - When someone steals your last nacho.
FIERCE (adjective) - That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot - When you act tough and eat Fire Nachos in under 2 minutes.
CULTURE-REACTIVE
RUBRICSWe built recurring social rubrics that transformed trending topics and shared frustrations into empathetic, playful moments — always positioning Taco Bell as the reward.
Formats weren’t campaigns.
They were cultural shortcuts.You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
EDITORIAL FORMATS
AS BRAND CODESWe turned language into a creative system — reinterpreting everyday words through Taco Bell’s tone of voice and cultural humor.
Each format became instantly recognizable, repeatable, and culture-ready.HEY (interjection) - When someone steals your last nacho.
FIERCE (adjective) - That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot - When you act tough and eat Fire Nachos in under 2 minutes.
CULTURE-REACTIVE
RUBRICSWe built recurring social rubrics that transformed trending topics and shared frustrations into empathetic, playful moments — always positioning Taco Bell as the reward.
Formats weren’t campaigns.
They were cultural shortcuts.You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
EDITORIAL FORMATS
AS BRAND CODESWe turned language into a creative system — reinterpreting everyday words through Taco Bell’s tone of voice and cultural humor.
Each format became instantly recognizable, repeatable, and culture-ready.HEY (interjection) - When someone steals your last nacho.
FIERCE (adjective) - That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot - When you act tough and eat Fire Nachos in under 2 minutes.
ALWAYS ON TREND. ALWAYS DRIVING THE CONVERSATION.
ALWAYS ON TREND.
ALWAYS DRIVING THE CONVERSATION.
ALWAYS ON TREND.
ALWAYS DRIVING THE CONVERSATION.
WE PLUGGED INTO EVERYTHING PEOPLE
WERE TALKING ABOUT IN PORTUGAL AND BEYOND.
From memes to music, from COVID struggles to Netflix hits, if it was trending, Taco Bell turned it into content.
Speed was our unfair advantage.
Videos includes sound. Unmute for audio.
WE PLUGGED INTO EVERYTHING
PEOPLE WERE TALKING ABOUT IN PORTUGAL AND BEYOND.
From memes to music, from COVID struggles to Netflix hits, if it was trending, Taco Bell turned it into content.
Speed was our unfair advantage.
Videos includes sound. Unmute for audio.
WE PLUGGED INTO EVERYTHING PEOPLE
WERE TALKING ABOUT IN PORTUGAL AND BEYOND.
From memes to music, from COVID struggles to Netflix hits, if it was trending, Taco Bell turned it into content.
Speed was our unfair advantage.
Videos includes sound. Unmute for audio.
OWNING THE
CULTURAL CALENDARValentine’s Day
OWNING THE
CULTURAL
CALENDARFrom Halloween to Singles’ Day
OWNING THE
CULTURAL CALENDARChristmas & Holiday season
OWNING THE
CULTURAL
CALENDARFrom Easter and Olympic wins to key Portuguese cultural dates
OWNING THE
CULTURAL CALENDARValentine’s Day
OWNING THE
CULTURAL
CALENDARFrom Halloween to Singles’ Day
OWNING THE
CULTURAL CALENDARChristmas & Holiday season
OWNING THE
CULTURAL
CALENDARFrom Easter and Olympic wins to key Portuguese cultural dates
OWNING THE
CULTURAL CALENDARValentine’s Day
OWNING THE
CULTURAL
CALENDARFrom Halloween to Singles’ Day
OWNING THE
CULTURAL CALENDARChristmas & Holiday season
OWNING THE
CULTURAL
CALENDARFrom Easter and Olympic wins to key Portuguese cultural dates
OWNING THE
CULTURAL CALENDARValentine’s Day
OWNING THE
CULTURAL
CALENDARFrom Halloween to Singles’ Day
OWNING THE
CULTURAL CALENDARChristmas & Holiday season
OWNING THE
CULTURAL
CALENDARFrom Easter and Olympic wins to key Portuguese cultural dates
OWNING THE
CULTURAL CALENDARValentine’s Day
OWNING THE
CULTURAL CALENDARFrom Halloween to Singles’ Day
OWNING THE
CULTURAL CALENDARChristmas & Holiday season
OWNING THE
CULTURAL CALENDARFrom Easter and Olympic wins to key Portuguese cultural dates
OWNING THE
CULTURAL CALENDARValentine’s Day
OWNING THE
CULTURAL CALENDARFrom Halloween to Singles’ Day
OWNING THE
CULTURAL CALENDARChristmas & Holiday season
OWNING THE
CULTURAL CALENDARFrom Easter and Olympic wins to key Portuguese cultural dates
OWNING THE
CULTURAL CALENDARValentine’s Day
OWNING THE
CULTURAL CALENDARFrom Halloween to Singles’ Day
OWNING THE
CULTURAL CALENDARChristmas & Holiday season
OWNING THE
CULTURAL CALENDARFrom Easter and Olympic wins to key Portuguese cultural dates
OWNING THE
CULTURAL CALENDARValentine’s Day
OWNING THE
CULTURAL CALENDARFrom Halloween to Singles’ Day
OWNING THE
CULTURAL CALENDARChristmas & Holiday season
OWNING THE
CULTURAL CALENDARFrom Easter and Olympic wins to key Portuguese cultural dates
OWNING THE
CULTURAL CALENDAR
From Valentine’s Day and Singles’ Day to Halloween, Christmas, Easter, Olympic wins, and key Portuguese cultural moments.
TURNING DELIVERY INTO A BRAND EXPERIENCE.
As delivery became a critical growth channel, we refused to treat it as a purely promotional space.
Instead, we brought Taco Bell’s tone, humor, and appetite appeal into
every delivery touchpoint — turning partner platforms into brand experiences, not just order buttons.
TURNING DELIVERY
INTO A BRAND EXPERIENCE.
As delivery became a critical growth channel, we refused to treat it as a purely promotional space.
Instead, we brought Taco Bell’s tone, humor, and appetite appeal into every delivery touchpoint — turning partner platforms into brand experiences, not just order buttons.
TURNING DELIVERY INTO A BRAND EXPERIENCE.
As delivery became a critical growth channel, we refused to treat it as a purely promotional space.
Instead, we brought Taco Bell’s tone, humor, and appetite appeal into
every delivery touchpoint — turning partner platforms into brand experiences, not just order buttons.
Turning fan
requests into reality
Our community kept asking one question: “When are you opening in Lisbon?”
Instead of answering with posts, we answered with action.
We turned fan requests into city-wide campaigns — from social to outdoor — making people the face of each opening, online and offline.
To amplify each opening, creators received playful press kits designed to feel personal, sharable, and unmistakably Taco Bell. The concept was simple: “It’s a date.”
Videos includes sound. Unmute for audio.
Videos includes sound. Unmute for audio.
TURNING EXPANSION INTO A COMMUNITY MOMENT.
TURNING EXPANSION
INTO A COMMUNITY MOMENT.
TURNING EXPANSION INTO A COMMUNITY MOMENT.
Turning fan
requests into reality
Turning fan
requests into reality
Our community kept asking one question: “When are you opening in Lisbon?”
Instead of answering with posts, we answered with action.
We turned fan requests into city-wide campaigns — from social to outdoor — making people the face of each opening, online and offline.
To amplify each opening, creators received playful press kits designed to feel personal, sharable, and unmistakably Taco Bell.
The concept was simple: “It’s a date.”
Expanding
city by city
From Algarve to Porto, every opening launched with a locally tailored campaign — rooted in regional insights, humor, and the brand’s tone of voice.
Expansion didn’t feel corporate.
It felt personal.
Expanding
city by cityFrom Algarve to Porto, every opening launched with a locally tailored campaign — rooted in regional insights, humor, and the brand’s tone of voice.
Expansion didn’t feel corporate.
It felt personal.
Expanding
city by cityFrom Algarve to Porto, every opening launched with a locally tailored campaign — rooted in regional insights, humor, and the brand’s tone of voice.
Expansion didn’t feel corporate.
It felt personal.Expanding
city by cityFrom Algarve to Porto, every opening launched with a locally tailored campaign — rooted in regional insights, humor, and the brand’s tone of voice.
Expansion didn’t feel corporate.
It felt personal.Expanding
city by cityFrom Algarve to Porto, every opening launched with a locally tailored campaign — rooted in regional insights, humor, and the brand’s tone of voice.
Expansion didn’t feel corporate.
It felt personal.
Expanding
city by cityFrom Algarve to Porto, every opening launched with a locally tailored campaign — rooted in regional insights, humor, and the brand’s tone of voice.
Expansion didn’t feel corporate.
It felt personal.Expanding
city by cityFrom Algarve to Porto, every opening launched with a locally tailored campaign — rooted in regional insights, humor, and the brand’s tone of voice.
Expansion didn’t feel corporate.
It felt personal.Expanding
city by cityFrom Algarve to Porto, every opening launched with a locally tailored campaign — rooted in regional insights, humor, and the brand’s tone of voice.
Expansion didn’t feel corporate.
It felt personal.Expanding
city by cityFrom Algarve to Porto, every opening launched with a locally tailored campaign — rooted in regional insights, humor, and the brand’s tone of voice.
Expansion didn’t feel corporate.
It felt personal.
DESIGNING LAUNCHES, NOT ANNOUNCEMENTS.
DESIGNING LAUNCHES,
NOT ANNOUNCEMENTS.
DESIGNING LAUNCHES, NOT ANNOUNCEMENTS.
I SEE A TACO
CAMPAIGN
After building awareness in Portugal, it was time to translate a global idea into local culture.
With #ISEEATACO, we invited people to see tacos everywhere — in architecture, landscapes, and everyday life.
By anchoring the campaign in iconic Portuguese locations and opening it up as a social challenge, Taco Bell stopped feeling like an imported brand — and started feeling omnipresent.
VEGGIE WASN’T A LINE EXTENSION.
IT WAS A STATEMENT.With It’s All Veggie, Taco Bell introduced a new promise to the category: every menu item could be made vegetarian — a first in Portugal’s fast-food market.
To bring this shift into culture, we partnered with influencer Triperininha — not for reach alone, but for her credible, playful voice around food, lifestyle, and choice — helping the idea travel naturally across social.
SAUCES DIDN’T ARRIVE AS FLAVORS. THEY ARRIVED AS PERSONALITIES.
Under Tudo aos Molhos!, Mild and Fire became cultural characters, sparking debates, jokes, and self-identification across social.
It wasn’t about taste.
It was about attitude.
VEGGIE WASN’T A LINE EXTENSION.
IT WAS A STATEMENT.With It’s All Veggie, Taco Bell introduced a new promise to the category: every menu item could be made vegetarian — a first in Portugal’s fast-food market.
To bring this shift into culture, we partnered with influencer Triperininha — not for reach alone, but for her credible, playful voice around food, lifestyle, and choice — helping the idea travel naturally across social.
SAUCES DIDN’T ARRIVE AS FLAVORS. THEY ARRIVED AS PERSONALITIES.
Under Tudo aos Molhos!, Mild and Fire became cultural characters, sparking debates, jokes, and self-identification across social.
It wasn’t about taste.
It was about attitude.VEGGIE WASN’T A LINE EXTENSION.
IT WAS A STATEMENT.With It’s All Veggie, Taco Bell introduced a new promise to the category: every menu item could be made vegetarian — a first in Portugal’s fast-food market.
To bring this shift into culture, we partnered with influencer Triperininha — not for reach alone, but for her credible, playful voice around food, lifestyle, and choice — helping the idea travel naturally across social.
SAUCES DIDN’T ARRIVE AS FLAVORS. THEY ARRIVED AS PERSONALITIES.
Under Tudo aos Molhos!, Mild and Fire became cultural characters, sparking debates, jokes, and self-identification across social.
It wasn’t about taste.
It was about attitude.VEGGIE WASN’T A LINE EXTENSION.
IT WAS A STATEMENT.With It’s All Veggie, Taco Bell introduced a new promise to the category: every menu item could be made vegetarian — a first in Portugal’s fast-food market.
To bring this shift into culture, we partnered with influencer Triperininha — not for reach alone, but for her credible, playful voice around food, lifestyle, and choice — helping the idea travel naturally across social.
SAUCES DIDN’T ARRIVE AS FLAVORS. THEY ARRIVED AS PERSONALITIES.
Under Tudo aos Molhos!, Mild and Fire became cultural characters, sparking debates, jokes, and self-identification across social.
It wasn’t about taste.
It was about attitude.
VEGGIE WASN’T A LINE EXTENSION.
IT WAS A STATEMENT.With It’s All Veggie, Taco Bell introduced a new promise to the category: every menu item could be made vegetarian — a first in Portugal’s fast-food market.
To bring this shift into culture, we partnered with influencer Triperininha — not for reach alone, but for her credible, playful voice around food, lifestyle, and choice — helping the idea travel naturally across social.
SAUCES DIDN’T ARRIVE AS FLAVORS. THEY ARRIVED AS PERSONALITIES.
Under Tudo aos Molhos!, Mild and Fire became cultural characters, sparking debates, jokes, and self-identification across social.
It wasn’t about taste.
It was about attitude.VEGGIE WASN’T A LINE EXTENSION.
IT WAS A STATEMENT.With It’s All Veggie, Taco Bell introduced a new promise to the category: every menu item could be made vegetarian — a first in Portugal’s fast-food market.
To bring this shift into culture, we partnered with influencer Triperininha — not for reach alone, but for her credible, playful voice around food, lifestyle, and choice — helping the idea travel naturally across social.
SAUCES DIDN’T ARRIVE AS FLAVORS. THEY ARRIVED AS PERSONALITIES.
Under Tudo aos Molhos!, Mild and Fire became cultural characters, sparking debates, jokes, and self-identification across social.
It wasn’t about taste.
It was about attitude.VEGGIE WASN’T A LINE EXTENSION.
IT WAS A STATEMENT.With It’s All Veggie, Taco Bell introduced a new promise to the category: every menu item could be made vegetarian — a first in Portugal’s fast-food market.
To bring this shift into culture, we partnered with influencer Triperininha — not for reach alone, but for her credible, playful voice around food, lifestyle, and choice — helping the idea travel naturally across social.
SAUCES DIDN’T ARRIVE AS FLAVORS. THEY ARRIVED AS PERSONALITIES.
Under Tudo aos Molhos!, Mild and Fire became cultural characters, sparking debates, jokes, and self-identification across social.
It wasn’t about taste.
It was about attitude.VEGGIE WASN’T A LINE EXTENSION.
IT WAS A STATEMENT.With It’s All Veggie, Taco Bell introduced a new promise to the category: every menu item could be made vegetarian — a first in Portugal’s fast-food market.
To bring this shift into culture, we partnered with influencer Triperininha — not for reach alone, but for her credible, playful voice around food, lifestyle, and choice — helping the idea travel naturally across social.
SAUCES DIDN’T ARRIVE AS FLAVORS. THEY ARRIVED AS PERSONALITIES.
Under Tudo aos Molhos!, Mild and Fire became cultural characters, sparking debates, jokes, and self-identification across social.
It wasn’t about taste.
It was about attitude.
Videos includes sound. Unmute for audio.
Videos includes sound. Unmute for audio.
TURNING GLOBAL CAMPAIGNS INTO LOCAL CULTURE.
TURNING GLOBAL CAMPAIGNS
INTO LOCAL CULTURE.
TURNING GLOBAL CAMPAIGNS INTO LOCAL CULTURE.
SAUCES DIDN’T ARRIVE AS FLAVORS. THEY
ARRIVED AS PERSONALITIES.
Under Tudo aos Molhos!, Mild and Fire became cultural characters, sparking debates, jokes, and self-identification across social.
It wasn’t about taste.
It was about attitude.
I SEE A TACO
CAMPAIGNAfter building awareness in Portugal, it was time to translate a global idea into local culture.
With #ISEEATACO, we invited people to see tacos everywhere — in architecture, landscapes, and everyday life.
By anchoring the campaign in iconic Portuguese locations and opening it up as a social challenge, Taco Bell stopped feeling like an imported brand — and started feeling omnipresent.
Social media challenge
I SEE A TACO
CAMPAIGNAfter building awareness in Portugal, it was time to translate a global idea into local culture.
With #ISEEATACO, we invited people to see tacos everywhere — in architecture, landscapes, and everyday life.
By anchoring the campaign in iconic Portuguese locations and opening it up as a social challenge, Taco Bell stopped feeling like an imported brand — and started feeling omnipresent.
Social media challenge
I SEE A TACO
CAMPAIGNAfter building awareness in Portugal, it was time to translate a global idea into local culture.
With #ISEEATACO, we invited people to see tacos everywhere — in architecture, landscapes, and everyday life.
By anchoring the campaign in iconic Portuguese locations and opening it up as a social challenge, Taco Bell stopped feeling like an imported brand — and started feeling omnipresent.
Social media challenge
I SEE A TACO
CAMPAIGNAfter building awareness in Portugal, it was time to translate a global idea into local culture.
With #ISEEATACO, we invited people to see tacos everywhere — in architecture, landscapes, and everyday life.
By anchoring the campaign in iconic Portuguese locations and opening it up as a social challenge, Taco Bell stopped feeling like an imported brand — and started feeling omnipresent.
Social media challenge
I SEE A TACO
CAMPAIGNAfter building awareness in Portugal, it was time to translate a global idea into local culture.
With #ISEEATACO, we invited people to see tacos everywhere — in architecture, landscapes, and everyday life.
By anchoring the campaign in iconic Portuguese locations and opening it up as a social challenge, Taco Bell stopped feeling like an imported brand — and started feeling omnipresent.
Social media challenge
I SEE A TACO
CAMPAIGNAfter building awareness in Portugal, it was time to translate a global idea into local culture.
With #ISEEATACO, we invited people to see tacos everywhere — in architecture, landscapes, and everyday life.
By anchoring the campaign in iconic Portuguese locations and opening it up as a social challenge, Taco Bell stopped feeling like an imported brand — and started feeling omnipresent.
Social media challenge
I SEE A TACO
CAMPAIGNAfter building awareness in Portugal, it was time to translate a global idea into local culture.
With #ISEEATACO, we invited people to see tacos everywhere — in architecture, landscapes, and everyday life.
By anchoring the campaign in iconic Portuguese locations and opening it up as a social challenge, Taco Bell stopped feeling like an imported brand — and started feeling omnipresent.
Social media challenge
I SEE A TACO
CAMPAIGNAfter building awareness in Portugal, it was time to translate a global idea into local culture.
With #ISEEATACO, we invited people to see tacos everywhere — in architecture, landscapes, and everyday life.
By anchoring the campaign in iconic Portuguese locations and opening it up as a social challenge, Taco Bell stopped feeling like an imported brand — and started feeling omnipresent.
Social media challenge
TAKING THE
CAMPAIGN FURTHER
Instead of letting the idea fade, we pushed it into culture.
Inspired by the phases of the moon, we turned a familiar sight into a playful trigger: when the moon looked like a taco, Taco Bell gave tacos away.
A global platform became a local ritual.
TAKING THE
CAMPAIGN FURTHER
TAKING THE
CAMPAIGN FURTHER
Instead of letting the idea fade, we pushed it into culture.
Inspired by the phases of the moon, we turned a familiar sight into a playful trigger: when the moon looked like a taco, Taco Bell gave tacos away.
A global platform became a local ritual.
The
Impact
+3000
pieces of content
In just two years, we created over 3,000 pieces of content — from daily interactions to nationwide campaigns. A consistent, always-on presence that turned Taco Bell into an active voice in Portuguese culture.
+1.2k
average daily interactions
With only five restaurants, Taco Bell Portugal outperformed long-established competitors like KFC and Pizza Hut in brand relevance.
In the first year alone, we grew a community of over 20k followers on Instagram and 16k on Facebook — driven largely by organic content.
Big results
Smart creativity
Entering a new market with limited resources demanded clarity, cultural intelligence, and sharp execution.
By prioritizing creativity over media spend, we built awareness, engagement, and long-term brand relevance — without compromising craft.
IN 2020, TACO BELL ENTERED PORTUGAL —
A MARKET THAT DIDN’T KNOW IT, AND DIDN’T NEED IT.
So we didn’t launch with noise.
We launched with relevance.
Within months, Taco Bell overtook long-established fast-food brands with 50+ stores — not by outspending them, but by out-connecting them.
Client: Taco Bell
Agency: Legendary People + Ideas as Creative Director role
Year: 2020-2022
Project: National brand launch and multi-year 360° creative platform
(Social, product launches, restaurant openings, activations)
My role: Creative Director — responsible for strategy, concept development, art direction, team leadership, and hands-on design and execution of campaigns.
Brief
Launch Taco Bell in Portugal, a market with near-zero brand awareness and make it culturally relevant to Gen Z, in a category already dominated by global fast-food giants.
Big Question
How do you turn an unknown American fast-food brand into a cultural icon — fast?
Solution
We built a long-term creative platform rooted in humor, cultural relevance, and a bold, playful tone adapted to Portuguese culture — without losing Taco Bell’s global irreverence.
Instead of isolated campaigns, we committed to consistency: daily social conversations, product launches, restaurant openings, and cultural moments all working together to make Taco Bell feel native, not imported.
Impact
→ Grew from 1 to 5 restaurants in the first year.
→ Surpassed long-established competitors with 50+ stores in brand relevance.
→ Built a loyal Gen Z community in record time.
→ Turned Taco Bell into a cultural touchpoint in Portugal — online and offline.
Client: Taco Bell
Agency: Legendary People + Ideas as Creative Director role
Year: 2020-2022
Project: National brand launch and multi-year 360° creative platform
(Social, product launches, restaurant openings, activations)
My role: Creative Director — responsible for strategy, concept development, art direction, team leadership, and hands-on design and execution of campaigns.
Brief
Launch Taco Bell in Portugal, a market with near-zero brand awareness and make it culturally relevant to Gen Z, in a category already dominated by global fast-food giants.
Big Question
How do you turn an unknown American fast-food brand into a cultural icon — fast?
Solution
We built a long-term creative platform rooted in humor, cultural relevance, and a bold, playful tone adapted to Portuguese culture — without losing Taco Bell’s global irreverence.
Instead of isolated campaigns, we committed to consistency: daily social conversations, product launches, restaurant openings, and cultural moments all working together to make Taco Bell feel native, not imported.
Impact
→ Grew from 1 to 5 restaurants in the first year.
→ Surpassed long-established competitors with 50+ stores in brand relevance.
→ Built a loyal Gen Z community in record time.
→ Turned Taco Bell into a cultural touchpoint in Portugal — online and offline.
The
Impact
+3000
pieces of content
In just two years, we created over 3,000 pieces of content — from daily interactions to nationwide campaigns.
A consistent, always-on presence that turned Taco Bell into an active voice in Portuguese culture.
+1.2k
average daily interactions
With only five restaurants, Taco Bell Portugal outperformed long-established competitors like KFC and Pizza Hut in brand relevance.
In the first year alone, we grew a community of over 20k followers on Instagram and 16k on Facebook — driven largely by organic content.
Big results
Smart creativity
Entering a new market with limited resources demanded clarity, cultural intelligence, and sharp execution.
By prioritizing creativity over media spend, we built awareness, engagement, and long-term brand relevance — without compromising craft.
The Impact
+3000
pieces of content
In just two years, we created over 3,000 pieces of content — from daily interactions to nationwide campaigns.
A consistent, always-on presence that turned Taco Bell into an active voice in Portuguese culture.
+1.2k
average daily interactions
With only five restaurants, Taco Bell Portugal outperformed long-established competitors like KFC and Pizza Hut in brand relevance.
In the first year alone, we grew a community of over 20k followers on Instagram and 16k on Facebook — driven largely by organic content.
Big results
Smart creativity
Entering a new market with limited resources demanded clarity, cultural intelligence, and sharp execution.
By prioritizing creativity over media spend, we built awareness, engagement, and long-term brand relevance — without compromising craft.
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