MTV Design & Branding HEAVEN by Loducca

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency Loducca
Creative Director Jose Augusto Guga Ketzer
Art Director Cassio Moron
Copywriter André Faria, Dulcidio Gutierrez Caldeira
Account Supervisor Silvia Durazzo, Monica Di Pierro
Illustrator André Maciel
Released August 2011

Credits & Description

Category: Posters
Advertiser: MTV BRASIL
Product/Service: MTV BRASIL
Creative Director: Guga Ketzer (Loducca)
Creative Director: Cássio Moron (Loducca)
Creative Director: André Faria (Loducca)
Art Director: Cássio Moron (Loducca)
Copywriter: André Faria (Loducca)
Copywriter: Dulcidio Caldeira
Executive Producer: Sid Fernandes (Loducca)
Account Director: Sabrina Spinelli (Loducca)
Account Supervisor: Monica Di Pierro (Loducca)
Account Supervisor: Silvia Durazzo (Loducca)
Illustrator: André Maciel
Planning Vice President: Ken Fujioka (Loducca)
Planning Director: Mariana Quintanilha (Loducca)
Media Vice President: Daniel Chalfon (Loducca)
Media Group Director: Kelly Cotta (Loducca)
Media Manager: Camila Fonseca (Loducca)
Media Supervisor: Renato Guerra (Loducca)
Media placement: Newspaper - Gazeta De Ribeirão - 25/apr/2012

Describe the brief from the client
MTV is known by its social campaigns. In 2012 they asked us to make a campaign to promote safe-sex and prevent AIDS and STD’s. In Brazil, in the last 2 years we had more than 40,000 new cases of AIDS.

Describe the challenges and key objectives
The main challenge is get the attention of young people by using young and fresh communication. We are not their fathers, mothers or teachers - we are MTV. When you got that fresh dialogue, people open their minds to the message.

Describe how you arrived at the final design
First, we thought of a stupid concept: there’s no sex in heaven. Second, we thought it’s so stupid and true, that it can work. We just had to create some cool penis illustrations doing boring stuff in heaven. So that was the second challenge: how to create a penis that’s not disgusting, pornographic or aggressive?

Give some indication of how successful the outcome was in the market
It was one of the most important goals in MTV communication’s this year.