When everyone was talking about likes, Samsung foresaw a trend – we came up with a bold new concept for gen z and social media: It’s Not About Likes.

Agency: Leo Burnett  //  Market: Latin America 2019  //  Role: Creative, copywriter

Case Film ⬎

We set up the campaign across Instagram, TikTok, Snapchat and Facebook,  with activations and original content, working closely with athletes, artists and creators.

Credits

Agency Leo Burnett
CCO Marcelo Reis
ECD Wilson Mateos
CD Pedro Utzeri, Vinícius Stanzione
Copywriter Gabriel Lepesteur, Rondon Fernandes, Gabriel Lisboa
Art Director Eric Fernando, Thiago Strelow
Social CD Bruno Tozzini
Account Team Fabio Brito, Mariana Nunes, Vitor Borragine, Fernanda Amadio

Gabriel Lepesteur

Amsterdam based
Creative Director

trinque!

Get in touch

gabriel@lepesteur.com

© 2025 Gabriel Lepesteur. All rights reserved. Reproduction or distribution of any content on this site, including text, images, and media, without prior written permission is prohibited. All featured brand and client work is presented for portfolio purposes only. All trademarks, logos, and brand names used on this site are the property of their respective owners. This site does not reflect the views or opinions of colleagues, clients, agencies or affiliated organizations. While every effort is made to ensure the accuracy of the content, Gabriel Lepesteur makes no warranties regarding the completeness, accuracy, or reliability of any information provided on this site.