CNA / SPEAKING EXCHANGE
Great brand ideas don’t stop at communication.
They become business.
01
THE SITUATION
For years, English schools had been competing on the same promises.
Better teachers.
Better methods.
Better results.
CNA wasn’t different. Not because it lacked a point of view. But because it wasn’t communicating what truly made it different.
02
THE TENSION
Research confirmed what we already suspected. Students loved great teachers. But so did every competitor.
Passionate teachers weren’t a competitive advantage.
They were the minimum expectation.
If everyone could claim the same strength, simply talking about it would never change perception.
We needed to move from claiming a belief...
...to proving it.
03
THE SHIFT
Instead of asking,
How do we advertise better teachers?
we asked,
What happens when someone truly enjoys learning?
One simple human truth emerged.
People don’t learn faster because they study more. They learn faster because they enjoy learning.
The role of a great teacher isn’t simply to teach. It’s to make learning something people genuinely want to do.
YOU LIKE. YOU LEARN.
04
THE TURNING POINT
The positioning couldn’t live only in advertising.
It needed to exist inside the product.
That led to the creation of CNA Speaking Exchange.
A platform connecting Brazilian students with seniors living in retirement homes across the United States.
Students practiced real conversations with native speakers.
The seniors found purpose, connection and companionship.
The campaign became the product.
And the product became the proof.
05
THE WORK
A belief transformed into a campaign, a classroom experience and a new business opportunity.
06
THE ORCHESTRATION
A strong idea was only the start.
To turn the platform into business, we had to run the brand campaign and the launch of the new learning module at the same time.
That meant aligning strategy, creative, product, production, client teams, resources and timing around one orchestrated delivery.
Operationally, it was complex.
But that orchestration is what turned the idea into incremental agency revenue.
The opportunity became real because the operation made it executable.
07
THE OUTCOME
MULTIPLE
CANNES LIONS
ONE OF THE WORLD’S MOST AWARDED EDUCATION CAMPAIGNS
A DIFFERENTIATED MARKET POSITION FOR CNA
A NEW EDUCATIONAL PLATFORM FOR THE BUSINESS
GLOBAL RECOGNITION FOR BOTH CREATIVITY AND INNOVATION
EXPANDED SCOPE BEYOND THE BRAND CAMPAIGN
08
WHAT IT PROVED
Differentiation doesn’t come
from what a brand says.
It comes from
what people
experience.
When an idea stretches across brand, product, teams and timelines, clear orchestration is what turns complexity into growth.
LET'S TALK
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I’m always interested in ambitious problems, smart people, and conversations that might lead somewhere interesting.