Forbes Design & Branding THE WORLD WITHOUT BILLIONAIRES by Ogilvy Sao Paulo

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Industry Magazines
Media Design & Branding
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Creative Director Eduardo Marques Porto
Art Director Arthur D’Araujo
Copywriter Marcelo Padoca Lima
Account Supervisor Natalie Bursztyn
Typographer Fernando Reis
Illustrator Arthur D’Araujo
Released April 2012


Clio Awards, 2013
Print Technique Art Direction Gold
Print Technique Illustration Silver

Credits & Description

Category: Medium Business - regional or national organisations
Product/Service: FORBES MAGAZINE
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: Eduardo Marques (Ogilvy Brasil)
Copywriter: Marcelo Padoca (Ogilvy Brasil)
Art Director: Arthur D’Araujo (Ogilvy Brasil)
Art Director: Fernando Reis (Ogilvy Brasil)
Illustrator: Arthur D’Araujo (Ogilvy Brasil)
Typographer: Fernando Reis (Ogilvy Brasil)
Art Buyer: Nanci Bonanni (Ogilvy Brasil)
Art Buyer: Francini Santiago (Ogilvy Brasil)
Account Supervisor: Natalie Bursztyn (Ogilvy Brasil)
Account Manager: Carolina Rocha (Ogilvy Brasil)
Advertiser's Supervisor: Antônio Camarotti (Forbes Brasil)
Planner: Chris Button (Ogilvy Brasil)
Planner: Kajsa Mclaren (Ogilvy Brasil)
Media Director: Betânia Aragão (Ogilvy Brasil)
Media Planner: Danilo Maso (Ogilvy Brasil)
Media Planner: Dante Mennichelli (Ogilvy Brasil)
Advertiser's Supervisor: Antônio Camarotti (Forbes Brasil)
Media placement: Magazine - Meio&Mensagem Magazine - April 16th - 2012
Describe the brief from the client
To launch the very first edition of Forbes Brazil in a way that would directly impact its readers. Establish Forbes Brazil as an exclusive publication for exclusive readers
Describe the challenges and key objectives
The challenge was to deliver a serious message in a light-hearted way. The icons and the infograph approach was used to help us organise a lot of information on the page in a compelling way.
Describe how you arrived at the final design
We developed a series of infographic posters inspired by famous billionaires. More than 539 unique icons were created based on the impact they would have in the world if they didn't exist. The 'Invisible' billionaires were created with a mix of photo and 3D work.
Give some indication of how successful the outcome was in the market
The campaign launched the first edition of Forbes in Brazil showing the importance of millionaires and billionaires in the world. Something our target can surely relate to. The posters got featured in important design and advertising blogs and websites.