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In the communications segment, particularly advertising and propaganda (many people still get confused with the titles, so from now on we will only use propaganda), was consolidated after that internship and during the studies at ESPM, much later.

CCA was born under the name of Celso Campos, as was the fashion at the time, Alex Periscinoto from Almap, Washington Olivetto (W/Brasil), Roberto Duallibi, Petit e Zaragoza (DPZ), Mauro Salles, to name just the thailand mobile database known, there were others. His internationally awarded agencies built brilliant stories, placed Brazil as one of the most creative in the world and inspired many people, including Celso. But no one inspired him as much as a professional named Júlio Ribeiro, founder of Talent.

Let's get back to our story.

The 1970s were quite turbulent, due to the political situation in the country and the restrictions on expressions in communication, media and also in advertising, everything could be subject to censorship. It was, despite this, a period without equal in culture, journalism and communications as a whole.

As a young man working in sales, Celso was excited to become part of this world. As a child, he liked to play at election campaigns by decorating his roller skates with posters advertising Ademar de Barros, a politician who was governor of São Paulo.
Little did he know that in 1994 he would be in one of them as a professional, producing the same items, t-shirts and more for a real campaign.

He also played with movie posters, posters in fact, used as if they were the movie itself. Cinema has always been one of Celso's passions.
He was part of an amateur theater group that he organized, for which he wrote and staged some plays, inspired by TEM, Teatro Experimental Mogiano, a huge success in the city and in São Paulo, and winner of several festivals.

He always enjoyed writing and it was a great achievement to be the winner of an essay contest promoted by the Rotary Club of Mogi das Cruzes (the theme was the Discovery of America), with the participation of elementary school students from the state education system.

These are episodes in Celso's life that contributed to his choice of the profession he would follow so many years later, which requires at least a semblance of general knowledge to exercise the creativity that, as seen, is its basis.

He wrote many campaigns during the agency's 35 years of activity and had the collaboration of great copywriters who passed through CCA. With some memorable ads, as we will see below.