Brookfield Incorporacoes Design & Branding BROOKFIELD URBAN GALLERY by Ginga Interactive

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BROOKFIELD URBAN GALLERY

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Industry Real Estate
Media Design & Branding
Market Brazil
Agency Ginga Interactive
Associate Creative Director Andre Felipe De Paula
Art Director Pedro Gama, Diogo Portugal
Strategic Planner Marcos Brabo
Released September 2011

Credits & Description

Category: Public Spaces
Advertiser: BROOKFIELD INCORPORAÇÕES
Product/Service: CONSTRUCTION
Agency: GINGA INTERACTIVE
Executive And Strategy Director: Pedro Del Priore (Ginga)
Associate Creative Director: Andre Felipe De Paula (Ginga)
Associate Head Of Technology: Anderson Arboleya (Ginga)
Operations And Media Director: Paulo Martinez (Ginga)
Strategic Planner: Marcos Brabo (Ginga)
Account Manager: Eduardo Tavares (Ginga)
Planner: Adriano Naninni (Ginga)
Content And Social Media Manager: Mariana Ditolvo (Ginga)
Art Director: Diogo Portugal (Ginga)
Art Director: Pedro Gama (Ginga)
Head Of Video And 3D: David Hoffmann (Ginga)
Interface Development: Thiago Coelho (Ginga)
Project Manager: Felipe Spengler (Ginga)
Media placement: Art Panel - Construction Sight Wall - 1 Year
Media placement: Art Panel - Construction Sight Wall - 1 Year
Media placement: Art Panel - Construction Sight Wall - 1 Year
Media placement: Art Panel - Construction Sight Wall - 1 Year
Media placement: Art Panel - Construction Sight Wall - 1 Year
Media placement: Art Panel - Construction Sight Wall - 1 Year
Media placement: Art Panel - Construction Sight Wall - 1 Year
Media placement: Art Panel - Construction Sight Wall - 1 Year
Media placement: Art Panel - Construction Sight Wall - 1 Year
Media placement: Art Panel - Construction Sight Wall - 1 Year

Describe the brief from the client
Although is one of the 4th largest constructions companies in Brazil, Brookfield Incorporações is only 3 years old and not well know by the general public. The company was looking for a way to promote its brand and to show its awareness on how its business influences and impacts thousands of people's lives and therefore, the company cares. We needed to bring not just an ad campaign but a truthful and meaningful company statement to portrait its values and where it stands compare to its competitors.

Describe the challenges and key objectives
Construction business in Brazil has a very bad reputation. On the marketing side, Brookfield was an unknown brand in Brazil in a market where its competitors are brands with over 40 years of history.

Brookfield Incorporações needed a campaign to promote its brand, and to show its awareness on how its business influences and impacts thousands of people's lives and therefore, the company cares. We needed to bring not just an ad campaign but a truthful and meaningful
company statement to portrait its values and where it stands compare to its competitors.

Describe how you arrived at the final design
We decided then to embrace content to build a bridge between Brookfield and its audience throughout street art movement. Why? Because content and street art has never been so celebrated nowadays but above all its core concept is naturally integrated with Brookfield's business and the company's day-to-day operation. As Brookfield, the street art movement takes place on the cities' streets and it is also reshaping them.

The Urban Gallery has become Brookfield's main institutional communication platform and it will be continue for at least, more 2 years.

Give some indication of how successful the outcome was in the market
98% of Brookfield Incorporações costumers who had visited company's sales stands, mentioned the Urban Gallery project. After Urban Gallery was launch, Brookfield Incorporações has the lower complaint rate since its foundation.

In São Paulo, where the law prohibited any kind of advertising message on the streets (The Clean City Law), the local government has approved our communication on Brookfield's walls to inform the general public about the project. We are the only company today with such Government permission.

So far, the Urban Gallery project has generated over R$1m of spontaneous media for the
company. Please, google it =).