APG Sideways
About our guest: Yeda Beraldo
Yeda Beraldo is a Strategy Director with 15 years of experience in advertising agencies across Brazil, Turkey, and Canada. She enjoys working together with creative teams to develop integrated campaign ideas and partnering with clients to identify and solve complex business problems. Currently, she works at Saatchi & Saatchi Canada, leading the strategy work for Toyota Canada, including its most recent brand refresh. Additionally, in Canada, she has worked with McDonald’s, Telus, TD, and CIBC.
At home, she keeps busy with her 6-year-old, two cats, and husband. She also enjoys fixing things around the house and reading about astrology.
Previous Posts
Brilliant Weird Best
Planners are curious folks so we asked Yeda to tell us the most brilliant, weirdest and best things she’s come across recently.
Brilliant : A Waitrose Mystery
For me, this was the highlight of last year’s holiday season. A simple storytelling formula, executed brilliantly. There’s so much nuance and focus on facial expressions. The level of talent clearly wasn’t cheap, since it included many well-known faces, but it was probably worth the cost. It’s a highly entertaining short piece that connects with people and stays in their minds.
Weird : Tubi is More Popular Than
While humor makes a comeback, I think Tubi’s work is a reference worth checking out. Their approach to humor is pretty weird but consistent across campaigns, to the point that it could become a brand asset. The only area where this last campaign falls short is that the brand doesn’t appear to solve a consumer problem. Nevertheless, I think it definitely stands out.
This was my favorite idea from last year’s Cannes Lions. Perhaps because the art on a grain of rice holds a special place in my South-American heart. Weird. But it is such a clever twist on one of the oldest promotional mechanics. So tacky, yet so charming and fun.
Top Guilty Pleasures
Not all of our consumption habits can be academic. That's why we asked Yeda to give us the sources to her creativity.
I have a bit of a crush on this American-Turkish writer, Elif Batuman. I get all her 90’s references, and she writes so well about being caught between cultures. Her sharp, sarcastic humor feels so good in these bleak times. I loved her two books, The Idiot and Either/Or, but she also shares some other pieces in the New Yorker and her newsletter.
Who believes in astrology, right? Oh well... I kind of do. During the pandemic, I became frustrated with Susan Miller's frequent delays and discovered Chani Nicholas, and I've been a fan ever since. I find her astrology content to be some of the best out there—engaging, beautifully written, and thoughtful. Beyond that, she's a strong and inspiring female voice online, which is worth listening to.
Embarrassingly enough, I watch Bluey even when my kid is not around. There is something warm and fuzzy about this Australian Cattle Dog family that pairs so well with a glass of wine. But let’s pretend I do that for work. The show is packed with insights about millennial parenting. That’s why I watch it.
This month on Slack
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Contributors - PK Lawton & Cassio Campos
We discussed how the internet isn't just a hub for misinformation; it's a "justification machine," enabling users to find rationale for their beliefs with a click. Its design prioritizes impulsivity and virality, fostering overexposure, premature judgments, and divisive debates. The challenge lies in examining the platforms' economic, social, and technical motives driving these dynamics.
2. Millennials, Toast, and Trouble
Contributor - PK Lawton
Avocado toast isn’t just breakfast—it’s a battleground! This piece dives into how a snack became a weapon in the generational blame game, painting Millennials as whiny and broke. But hey, the vibes are shifting! It’s time for every generation to team up, smash stereotypes, and toast to a brighter, bolder future.
We of course had to discuss From TikTok to RedNote?
Contributor - Trevon Daley
TikTok’s U.S. ban has sparked a wave of “TikTok refugees” exploring new platforms, with mixed success. Some landed on RedNote, a Chinese app that’s ironically trending in the U.S., but cultural clashes and stricter rules have stalled their rise. Who’ll fill the void? YouTube Shorts and Instagram Reels are in the game—but creating content there takes more skill than scrolling and lip-syncing! Stay tuned for the next viral frontier.
Contributor - Cassio Campos
The latest Silicon Valley trend? Hyper-masculinity, with Zuckerberg praising "masculine" corporate energy while Meta backtracks on DEI policies. Is it a flex or a flag of fragile egos? The T-gang—Trump or testosterone—keeps us guessing, but the real mystery: what convinced Zuck to jump on the macho train?