NEI

29/05/2026

✺ The Brief | Integrated into makro’s year-round influencer marketing, the brand was looking for opportunities to reach its B2B audience.

✺ Our Work | Independent businesses are the ultimate hustlers, and we wanted to get closer to their daily grind and show how makro can be a helping hand. Through this branded content series, we highlighted the brand’s services across different needs (from coffee and pastries to fresh fish and Korean food), raising awareness and relevance for its offering.

✺ The Co-Creators and their businesses 🖤 | Carlos Reis [ - ], Nuno Mota [ - ], Thali & Hugo [ - ] & Salvador Horta e Costa[/].

 

06/05/2026

Casual Meryl Streep Wednesdays. 🐆

- source:

30/04/2026

✺ Context
In Portugal, only 30.5% of waste is recycled. Although this figure has tripled over the past 20 years, it still falls below the EU average (48.5%) and is only halfway towards the 2030 target (PORDATA, 2023).

✺ Briefing
, in partnership with , wanted to raise awareness of the importance of recycling and improve public understanding of the topic by engaging influential voices on social media, organically.

✺ Strategy
Recycling is often communicated in an institutional or academic tone, making it feel dull, everything IKEA is not. Rather than simply teaching people how to recycle, we needed to rethink how the message is delivered, tapping into something that already drives genuine curiosity.

✺ Idea
We invited Portuguese artist to create a series of temporary flash tattoos featuring eight IKEA products that commonly raise questions around recycling. These designs were brought to life by eight influencers and shared across social media.

A limited collection created exclusively for online communities, prompting people to ask about the meaning behind each tattoo, giving us the opportunity to say: “recycle them in the right place”.

In doing so, we woke up a playful and engaging conversation around circularity.

30/04/2026

24/04/2026

✺ The Brief (was simple) | makro is everywhere, and more people need to know it.

✺ Our work | This challenge was part of our annual influencer marketing strategy, which also aimed to bring makro closer to the local food scene. With this in mind, we saw an opportunity to move beyond purely tactical, service-led content and instead create a story-driven campaign spotlighting Portugal’s soulful, off-the-map locations. A project that honours the country’s rich culinary heritage while showcasing the brand’s far-reaching impact.

✺ The Co-Creators 🖤 | Jorge Ferreira () & Inês Matos Andrade ().

 

20/04/2026

Vitamin A to kick off the week 🥕


Photo by Elena Sokolova

03/03/2026

✺ The Brief | In 2024, H3 made a bold move by recreating a burger inspired by one of Portugal’s most traditional and iconic dishes, the Francesinha, and they wanted a digital creator strategy that explored the concept “Este vai dar molho”, tapped into a cultural debate as old as the dish itself to launch the innovation.

✺ The Campaign | Starting a conversation about such a beloved dish could go really well… or really wrong. The Portuguese don’t joke about food. To keep it fun and light in the comments’ section, we teamed up with soulful gastronomic creators who take food seriously.

From in-store tastings to heartfelt tributes in Porto, they shared genuine excitement for the h3 à La Francesinha and pride in Portuguese heritage, helping make the campaign a huge success.

✺ The Co-Creators 🧡 | Carla Sofia Chang (), Chefe Jamon (), Ricardo Miranda (), Mariana Azevedo (), Mariana Baptista () & Pedro O bom garfo (

07/01/2026

✺ The Brief

In 2024, YoPRO pushed the category forward with a new formula delivering high protein and recovery-boosting micronutrients, an overlooked need in sports. NEI was briefed to spotlight this innovation through a dynamic crew of creators.

      nutrition diary workout foodandbeverage

07/01/2026

✺ Our Work
Even with a product-focused brief, we knew we needed to connect on a deeper level so our audience could better understand how the new YoPRO formula could help them.

We conducted research focused on our target — exercise enthusiasts — and discovered that for people already into sports, the real challenge isn’t just achieving good performance, but maintaining it consistently. And what they didn’t realise is that consistency isn’t only about showing up to the gym; it’s also about knowing what to do before and after leaving the gym. That was the missing piece.

With our YoPRO Masters, PT Paulo Teixeira () and nutritionist Rita Santos Rosa (), we created the “Plano Entre Treinos” (The In-Between Training Plan). Based on interviews, it guided a sporty, influential crew on what to do when they’re not training, while showing how to rely on YoPRO to help them on recovery and build muscle.

More than a one-off partnership, this project was shaped by real lives and professional insight, creating a genuine community around the brand.