Less Talk,
More Action.
Papel & Caneta is a collective that brings the world’s top creative leaders and activists together for a few days of intense, side-by-side collaboration. We don’t just brainstorm; we build. From social and environmental projects to initiatives that carve new paths for the industry, we focus on work that leaves a mark.
Our work makes headlines, news, and feeds.
- — Fast Company May, 2016
- — Fast Company August, 2016
- — Meio & Mensagem May, 2017
- — Fast Company November, 2017
- — Meio & Mensagem December, 2017
- — PAPER Magazine December, 2017
- — Adweek June, 2018
- — Campaign US August, 2018
- — AdAge May, 2020
- — Adweek April, 2021
- — Vogue Japan June, 2021
- — Adweek May, 2022
- — Adweek March, 2024
Changing the Game at Cannes
In 2022, we challenged the status quo. We sent an open letter to the CEO of Cannes Lions that garnered over 1,500 signatures in under 24 hours. Featured in Adweek, AdAge, Campaign, and The Drum, the letter called out a glaring disparity: out of 24 Brazilian jurors, only one was Black.
The impact was immediate. The festival recruited seven Black Brazilian professionals on the spot, hired its first-ever Diversity Director, and overhauled its jury recruitment process. Weeks later, we took the conversation to the main stage at Cannes, hosting a panel with Black Brazilian leaders Raphaella Martins and Joana Mendes, alongside our dear friend Cindy Gallop.
In a 2024 interview with the How I Became podcast, Cannes Lions CEO Simon Cook spoke publicly for the first time about just how much the letter shook things up at the Festival.
Our work spans from remote islands to the biggest agencies in the world
Protecting the Blue Heart of the Pacific
Across two intensive 4-day workshops, we worked directly with the Prime Minister of the Cook Islands and rugby legend Kevin Iro, the spokesperson for Marae Moana.
Our mission was to build a narrative for the world’s largest marine protected area—a space the size of Mexico. We developed strategic campaigns to raise global awareness while deepening the connection between this massive conservation effort and the local communities across the Asia-Pacific who rely on these waters.
Culture-Coding a Global Icon
When a powerhouse like Droga5 enters a market as vibrant and complex as Brazil, they don’t just need an office; they need a pulse. We were challenged to help the agency navigate this transition by building an initiative that authentically connected the global brand to Brazilian street culture.
The goal was clear: create a bridge for brilliant young creatives from underprivileged areas—talent often overlooked by the mainstream—and give them a real, tangible path to break into the advertising industry.
Redesigning the C-Suite
In 2023, we teamed up with three of Brazil’s heavy hitters—AlmapBBDO, Soko, and Artplan—to create and launch "Fill The Gap." This isn't just another diversity seminar; it’s a radical intervention.
As the first free project of its kind globally, the initiative provides six months of high-level training specifically designed to propel Trans, Indigenous, and Black professionals into C-level leadership roles at both top-tier agencies and major global brands. We’re not just inviting people to the table; we’re changing who sits at the head of it.
Demanding Dignity in the Red Light District
In Amsterdam, we sat down with sex workers to tackle a subject most brands are too afraid to touch. The goal was to humanize a marginalized community and prove to Dutch society that this work deserves fundamental respect and the protection of public policy.
Through 4-day workshop, we produced two films and a national petition that didn’t just spark a conversation—it ignited a movement. The project ended up on the cover of Adweek, proving that when you tell a story with enough honesty, even the most "taboo" subjects can shift a nation's perspective.
Flipping the Script on the Refugee Crisis
In 2017, when the U.S. executive order banned refugees from several countries, we didn't just watch the news—we reacted. In just one week, we brought together the Refugee Orchestra Project and top-tier talent from Droga5, R/GA, BBDO, Sparks & Honey, and SpecialGuest.
The goal was to shatter the "victim" stereotype often associated with refugees. We created a series of films and a live concert in Brooklyn that flipped xenophobic tropes on their head: showing that refugees aren't just "taking jobs," they are building futures; they aren't "creating fear," they are fearless leaders.
The Mirror the Industry Needed
In 2018, Brazil was a powerhouse at Cannes, yet its agencies were failing at diversity: only 3.5% of the workforce was Black, and 90% of women reported harassment. The industry wasn't just exclusive; it was hostile to the very generation it needed to attract.
We united leaders from across the market to launch My Best Flaw, an intervention that swapped industry ego for raw honesty. Through a film that hit 250k views in 48 hours, we sparked a national reckoning. The project’s influence was so profound it became the featured cover story on Adweek just one week before Cannes Lions, cementing its place as a landmark movement for change.
For two consecutive years, Papel & Caneta was the only collective recognized in Fast Company’s 'World Changing Ideas' —sharing the list with industry giants like Nike and Microsoft.
We support the activists fighting the fights that matter. We help agencies move past the "mood board" phase and into real-world impact through immersive 5-day sprints. In an industry that loves the sound of its own voice on stage, we prefer to let the work do the talking.