Prefeitura Municipal De Belo Horizonte Design & Branding STREET DANCE FESTIVAL by Perfil 252

STREET DANCE FESTIVAL

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Industry Shows, Events & Festivals
Media Design & Branding
Market Brazil
Agency Perfil 252
Released August 2010

Credits & Description

Category: Posters
Advertiser: PREFEITURA DE BELO HORIZONTE
Product/Service: STREET DANCE FESTIVAL
Agency: PERFIL PUBLICIDADE
Date of First Appearance: Aug 1 2010
Entrant Company: PERFIL PUBLICIDADE, Belo Horizonte, BRAZIL
Not applicable: BC Imagens (BC Imagens)
Media placement: Street Dance Festival Poster 1 - 30 Municipal Public Schools Of Poor Areas - 1 August 2010
Media placement: Street Dance Festival Poster 2 - 30 Municipal Public Schools Of Poor Areas - 1 August 2010
Media placement: Street Dance Festival Poster 3 - 30 Municipal Public Schools Of Poor Areas - 1 August 2010
Media placement: Street Dance Festival Poster 4 - 30 Municipal Public Schools Of Poor Areas - 1 August 2010
Media placement: Street Dance Festival Poster 5 - 30 Municipal Public Schools Of Poor Areas - 1 August 2010

Describe the brief from the client
Belo Horizonte is the capital of Minas Gerais, the third largest Brazilian state.
The City Hall, known as PBH (Belo Horizonte City Hall, with initials in Portuguese) created the Open School program, which keeps public schools open in weekends, offering sports and art workshops to students, their families and the neighbouring community. In order to increase the participating audience, the City Hall requested that we made a low-cost campaign to spread the word about the Program and workshops offered.

Describe the challenges and key objectives
The greatest challenge was to circulate the program with such a low budget. We decided to focus our efforts on the most popular activity in the program: the street dance workshops. This way, the public would be attracted by it and later learn about the other workshops. We called the workshop Street Dance Festival and created a series of posters on the topic, then, printed 30 of each model, which were posted in the schools and neighbouring communities.

Describe how you arrived at the final design
We wanted to show the rich movements of street dance in a poster, a static media. We chose to use photo illustration, using photo editing softwares as a tool. The overlaying of several photos of different models and dancing positions showed other drawings and colours in the same image, giving movement to the piece. In this image, the viewer observes random abstract figures formed by the overlaying of photos with diverse filters. Newspaper paper and digital printing in a rigid substrate printer were chosen to give an artistic handicraft edge to the posters, and also allowed a smaller circulation.

Give some indication of how successful the outcome was in the market
A large number of students from municipal public schools took part in the festival, and, street dance allowed them to build up their self-esteem and value their origins. The festival involved students, parents and teachers, and, because of this first group, we were able to attract others in the community to take part in the several activities offered in the program. The Open School is a consolidated success in Belo Horizonte. Needy communities, which practically did not have any options for leisure, now use school equipment to have access to art, culture, sports and professional qualification.