Ref+ was the first agency that I worked for in São Paulo, and we got it into a partnership with LATAM Airlines. It was a good opportunity to do something like something with the windows, chairs, or dress the hostess or paint the whole airplane, but they only allow us to use the speakers from the airplane.

So, first of all, I start with a cultural insight that happens in Latin America: a word from one place can have another meaning when you speak it to someone in another.

After writing the scripts, a cool concept came up: ''If a word can change when it travels, imagine what a trip can do with you’’.

So we decided to put the spots in the airplane speakers in two flights: From Lima to São Paulo, where the word ‘‘borracha‘' means a person that always drinks, but in Brazil it means: eraser, and the other flight we chose was: Chile to Cuba, and the word that I chose is ‘‘Guagua’’ that means: truck, in Cuba, but baby in Neruda's country.

Role: Senior Copywriter