Oxente Your Agency's 2019 Brazil campaign built an Instagram platform to spotlight advertising talent from the country's North and Northeast regions.
Oxente Your Agency Makes Northeast Brazil Visible in Advertising
"Oxente" from there to here is a 2019 digital self-promotion campaign by Oxente Your Agency that created an Instagram platform to document and celebrate advertising talent from Brazil's North and Northeast regions, using a documentary and social experiment format to confront the chronic underrepresentation of those regions within the country's mainstream creative industry.
Oxente Your Agency launched the campaign in October 2019 in Brazil, according to clapboard.com. The core mechanic was straightforward: establish a dedicated Instagram profile that gathered advertising highlights produced by professionals born or based in the North and Northeast of Brazil, regions whose creative output rarely surfaces in the dominant São Paulo and Rio de Janeiro-centric industry conversation. The agency, also referred to as Agência Oxente, was founded in 2018, according to the agency's LinkedIn profile. That founding context matters, because "Oxente" from there to here arrived as essentially the young agency's first major public statement of intent — a piece of self-promotion that doubled as a social argument.
The campaign invited people born in North and Northeast Brazil to tell their stories through the language of advertising, per clapboard.com. In doing so, it positioned regional identity and lived experience as creative assets rather than professional liabilities. The geographic framing was deliberate: Brazil is a country of profound internal diversity, and its advertising industry has historically concentrated its talent-scouting and visibility machinery in the south-eastern corridor. By naming the campaign after the word "Oxente" — a colloquial exclamation synonymous with Northeastern Brazilian culture — the agency signalled that regional distinctiveness was not something to be neutralised but amplified. The campaign earned a Clapboard Score of 61 out of 100, reflecting its conceptual clarity and cultural specificity within the agency self-promotion category.
Brazil's advertising industry operates with a pronounced geographic imbalance. The creative and commercial centre of gravity sits firmly in São Paulo, leaving professionals from the North and Northeast of the country with fewer pathways to visibility, mentorship, and industry recognition. Oxente Your Agency identified this structural gap not as a social grievance but as a strategic opportunity: an underserved audience with strong regional pride and a story the mainstream industry had not yet told.
The documentary and social experiment methodology the agency chose was well-suited to the objective. Rather than producing a conventional showcase reel or credentials deck — the standard currency of agency self-promotion — Oxente constructed a participatory archive. The Instagram profile functioned as a living document of regional talent, accumulating stories and work samples that collectively made an argument the industry could not easily dismiss. This approach positioned the agency as a cultural convener rather than simply a vendor of creative services.
The competitive context within the Brazilian agency self-promotion category is relevant here. Established agencies in São Paulo and Rio de Janeiro, including large network affiliates operating in Brazil's major commercial markets, have long dominated industry awards and press coverage. Oxente Your Agency's campaign did not compete on budget or production scale; it competed on moral clarity and audience specificity. Global advertising spending reached approximately US$563 billion in 2019, according to Famuse Co, a market in which Brazil represented a significant emerging economy presence, yet regional advertising voices within the country remained structurally marginalised. The campaign's expansion beyond the Instagram profile into an in-person event at Miami Ad School — where creatives from the North and Northeast discussed their professional journeys — extended its strategic reach from digital archive to live community-building, per clapboard.com.
Lara Roncatti served as Creative Director on the campaign, according to the agency's LinkedIn profile and gabrielmoniz.com. The art direction was shared between Arthur Melo and Gabriel Moniz, with Guter Murilo Ferreira Sá credited as Copywriter, as documented on clapboard.com and gabrielmoniz.com. Arthur Melo, Guter Sá, and Alan de Sá Canja are additionally credited for concept, art direction, and design, per clapboard.com. The Audio Culture Project is listed as a partnership on Gabriel Moniz's project page.
The creative execution operated across two registers simultaneously. On the surface, it was a digital content platform — an Instagram profile curating advertising work and professional stories from North and Northeast Brazil. Beneath that, it functioned as a social experiment: by asking real practitioners to share their experiences of navigating an industry that had largely overlooked their geography, the campaign generated testimony-driven content that carried the weight of documentary filmmaking without requiring a production budget typically associated with that form.
The choice of Instagram as the primary vehicle was strategically sound for 2019. The platform's visual-first architecture suited a campaign built around showcasing creative work, while its social sharing mechanics allowed participants from across North and Northeast Brazil to extend reach organically within their own networks. The word "Oxente" in the campaign's title functioned as a cultural password — immediately legible to Northeastern Brazilians as a marker of regional solidarity, and intriguing to industry outsiders as a signal that something distinct from conventional São Paulo agency culture was being offered. This linguistic specificity gave the campaign's single media asset — classified as a digital execution, per clapboard.com — a cultural density that punched beyond its production footprint.
The archive record for "Oxente" from there to here on clapboard.com shows 1,140 views, 3 likes, and 0 comments. These figures reflect engagement with the archived campaign entry rather than the performance of the Instagram platform itself, and no verified data for the platform's follower count, reach, or post engagement is publicly available. The campaign earned a Clapboard Score of 61 out of 100, a result that indicates moderate creative and strategic merit within the agency self-promo category, consistent with a project that demonstrates clear conceptual purpose but limited documented scale.
No verified performance data for the broader campaign — including Instagram follower growth, event attendance at the Miami Ad School activation, or industry award results — is publicly available. What the structural evidence does confirm is that the campaign succeeded in generating a documented lineage: it was submitted to the clapboard.com archive, credited to a named team including Lara Roncatti, Arthur Melo, Gabriel Moniz, and Guter Sá, and it expanded from a digital platform into a physical event format, per clapboard.com. That expansion from Instagram archive to in-person professional forum at Miami Ad School represents meaningful momentum for an agency founded only a year before the campaign launched. The concept's durability lies in the fact that it addressed a structural condition — the marginalisation of North and Northeast Brazilian advertising talent — that has not disappeared, meaning the platform it created retained relevance beyond its initial October 2019 launch window.
"Oxente" from there to here is a 2019 digital self-promotion campaign by Oxente Your Agency in Brazil. It created an Instagram profile to showcase advertising talent from the country's North and Northeast regions, using a documentary and social experiment format to address the underrepresentation of those regions in Brazil's mainstream advertising industry.
Lara Roncatti served as Creative Director. Arthur Melo and Gabriel Moniz were Art Directors, and Guter Murilo Ferreira Sá was the Copywriter, according to clapboard.com and gabrielmoniz.com. Arthur Melo, Guter Sá, and Alan de Sá Canja are additionally credited for concept, art direction, and design on the 2019 Brazil campaign.
Oxente Your Agency identified a structural gap in Brazil's advertising industry, where creative visibility is concentrated in São Paulo and Rio de Janeiro. The campaign argued that advertising professionals from the North and Northeast of the country lacked industry recognition, and used regional identity as both the subject and the strategic foundation of its self-promotion effort.
Oxente is a colloquial exclamation strongly associated with Northeastern Brazilian culture and speech. Oxente Your Agency used the word to signal regional solidarity and distinctiveness, positioning the campaign as explicitly rooted in North and Northeast Brazilian identity rather than the São Paulo-centric norms that dominate the country's advertising industry.
The campaign received a Clapboard Score of 61 out of 100, according to clapboard.com. This score reflects moderate creative and strategic merit within the agency self-promo category, recognising the campaign's clear conceptual purpose and cultural specificity while noting its limited documented performance data and single media asset execution.
The campaign expanded into an in-person event at Miami Ad School, where creatives from North and Northeast Brazil discussed their professional journeys, per clapboard.com. This extension moved the project from a digital archive into live community-building, demonstrating that Oxente Your Agency's 2019 concept had structural ambitions beyond a single social media platform.
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