Partido dos Trabalhadores (PT) Design & Branding DILMA ROUSSEFF FOR PRESIDENT OF BRAZIL by Blue State Digital, PEPPER COMUNICACAO

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DILMA ROUSSEFF FOR PRESIDENT OF BRAZIL

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Industry Political/Religious/Trade Organizations
Media Design & Branding
Market Brazil
Agency Blue State Digital
Agency PEPPER COMUNICACAO
Creative Director Marcello Azevedo, Joe Rospars
Released July 2010

Credits & Description

Category: Online Digital Design
Advertiser: PT
Product/Service: DILMA13 CAMPAIGN WEBSITE
Agency: PEPPER COMUNICAÇÃO
Agency: BLUE STATE DIGITAL
Date of First Appearance: Jul 6 2010
Entrant Company: PEPPER COMUNICAÇÃO, São Paulo, BRAZIL
Entry URL: http://dilma.bluestatedigital.com/conteudo/main2
New Media Director: Danielle Fonteles (PEPPER INTERATIVA)
Technology Director: Luiz Paulo Rosa (PEPPER INTERATIVA)
Creative Director: Marcello Azevedo (PEPPER INTERATIVA)
Design Director: Matt Ipcar (BLUE STATE DIGITAL)
Creative Director: Joe Rospars (BLUE STATE DIGITAL)
Account: Andrew Paryzer (BLUE STATE DIGITAL)
Director of Client Services: Seth Reznik (BLUE STATE DIGITAL)
Media placement: Website - Internet - 6th July 2010

Describe the brief from the client
Develop Dilma’s online capabilities and build momentum for her campaign. Despite rigid time constraints and shifting legal guidelines, it was developed an action-oriented website for the candidate, successful social media and email programs, which drew millions of citizens into Dilma’s online orbit.

Describe the challenges and key objectives

Backed by Lula, the popular incumbent president, Dilma entered the presidential race in a strong position. But as a first-time political candidate with little name recognition, she faced an uphill battle. And launching a grassroots campaign in Brazil presented its own unique challenges:

• Brazilians are not accustomed to participating directly in the electoral process.

• The official campaign timeframe was only three months, which made mass mobilization especially difficult.

• Online campaign laws were being written and interpreted throughout the election.

Thanks to these realities, careful planning and nimble responses were crucial.

Describe how you arrived at the final design
Initial designs started from the brand developed by marketing agency and by own Dilma personal profile. The website had to be clean, effective and connect voters with Dilma's ideas for the country. The design was build in order to offer message through images and texts, within a pleasant information structure, with clear hierarchy. The site used photography, light graphics, and soft colours applied in to a vertical grid. As content has been updated daily, it had to keep consistency and be compelling every day. The final comp with all visual aspects is mostly presented in the home-page.

Give some indication of how successful the outcome was in the market
On October 31, 2010, Dilma won the presidential run-off by more than 12 million votes. Over the course of the campaign, a powerful community of supporters was brought together to spread the word about Dilma and her vision for the country. The numbers tell the story:
· Online Engagement: More than 4.5 million people visited the campaign’s websites;
· Community Building: In less than six months, more than 200,000 people signed up for email updates from Dilma’s personal website;
· Email Communications: By connecting to more than 1 million people;