PEN by Master Comunicacao for Life

PEN

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Industry Environmental & Animal Issues
Media Design & Branding
Market Brazil
Agency Master Comunicacao
Creative Director Marcos Minini
Art Director Eduardo Tavares
Copywriter Victor Afonso, Felippe Motta
Released November 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: LIFE - INSTITUTE ENVIRONMENTAL AWARANESS
Product/Service: INSTITUTE ENVIRONMENTAL AWARANESS
Agency: MASTER
Creative Vice President: Edson Athayde (Master)
Creative Director: Victor Afonso (Master)
Creative Director: Marcos Minini
Copywriter: Felippe Motta
Art Director: Eduardo Tavares
Agency Producer: Thaysa Bono
Agency Producer: Maria Alice Rocha (Master)
: Cícero Rohr (Master)
Production: (Deiró)
Audio: (Cabaret)
Media placement: video - youtube - 18 November 2011

Describe the brief from the client
The brief asked us to prove that natural resources won't last forever.

Describe the challenges and key objectives
Most people know that natural resources will run out, and still they perpetuate behaviours that harm the environment. The video had to show, in an impactful way, the consequences of such behaviour.

Describe how you arrived at the final design
An artist spent 15 hours and 3 Bic pens to demonstrate, in a practical exercise, that resources don’t last when used irresponsibly. The process was filmed and edited into a 1-minute video.

Give some indication of how successful the outcome was in the market
The 1-minute video was broadcast at various events promoted by the Life Institute - including a conference with heads of state.