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DDB Brazil Announces Winner Of Student Competition

21 year-old Lucas Cabral Maciel wins 99-day trip in nine cities to search for trends of the world.

BestMediaInfo Bureau | Delhi | March 10, 2011

Lucas Cabral Maciel, a 21 year-old student at the Federal University of Rio de Janeiro (UFRJ), has won DDB Brazil’s student competition and earned the competition’s grand prize: a 99-day world trip as a trend hunter.

Lucas, an economics major, was selected by DDB judges to undertake the nine-city, 99-day trip as part of the agency’s celebration of its 21st anniversary. Identifying trends through the lens of a 21 year-old, Lucas will publish his findings in blog posts on www.99novas.com.br and via www.twitter.com/99novas every day. The tour includes stops in London, New York, Paris, Barcelona, Milan, Mumbai, Bangkok, Shanghai, and Tokyo.

“This project offered us incredible insights into this new generation – a generation that not only wants a job but also to accumulate life experiences," said Sergio Valente, DDB Brazil’s CEO.

“This is really exciting! The experience and insights that Lucas will accumulate will be fantastic and extremely useful. A great initiation by the DDB Brazil office. I would want to congratulate Lucas on his new role and have a safe journey,” said Sandeep Vij, CEO, DDB Mudra.

In order to qualify for the prize, Lucas was asked to prove his fluency in English, demonstrate academic excellence and show a mastery of general knowledge through a 30-question quiz that required a minimum passing grade of 93.

Lucas, who departed on January 9 for the 99-day backpacking trip sponsored by the agency, said, “I’m very anxious. It’s a huge challenge to be chosen as DDB Brazil’s trend hunter. But I’m also very excited and confident that I’m ready to do a great job and share all the experiences at 99Novas Blog.”

At the conclusion of the trip, depending on blog content and results, Lucas will have an opportunity to join DDB Brazil in Sao Paulo, where he has already spent time meeting the journey support staff and agency executives, discussing the project, and making final arrangements.

To participate in the competition, entrants were required to be 21 years old as of January 9, fluent in English, and a current college or university student in Brazil.

There were more than 4,000 entrants, narrowed first to 99 based on the highest scores achieved in the online test. As part of the competition, each of the 99 students was then asked to produce a 90-second video in English telling DDB why he or she should be selected and post it to www.99novas.com.br.  Nine finalists were then chosen, asked to create and write a blog, and were then interviewed by Valente.

Lucas majors in economics at UFRJ in the mornings and practices circus techniques in the afternoon. His circus skills include: monocycle, juggling, and others. He is fluent in Spanish and French as well as English, and is considered something of a hipster.



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