Brands | What The?? Case Study: How a Creepy Idea Became a Viral Hit By Kiran Aditham on Dec. 30, 2010 - 12:12 PM Art director Breno Costa and copywriter Guilherme Souza were given a fairly straightforward assignment when they left their native Brazil to join Brother Ad School in Buenos Aires: create an ad for Mattel brand, Matchbox. What res ...