Sbt Design & Branding SBT FLIES - KIM by Publicis Sao Paulo

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency Publicis Sao Paulo
Creative Director Hugo Rodrigues
Art Director Leo Macias, Zico Farina
Copywriter Luís Felipe Figueiredo E Antonio Correa
Producer Rita Carolina Vilarim, Thiago Loureiro, Emerson Russo
Illustrator Leo Dolfini
Released January 2012

Credits & Description

Category: Illustration
Product/Service: SBT CHANNEL
Chief Operating Officer/Chief Creative Officer: Hugo Rodrigues (Publicis Brasil)
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Leo Macias (Publicis Brasil)
Art Director: Leo Macias (Publicis Brasil)
Copywriter: Luis Felipe Figueiredo (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Illustrator: Leo Dolfini (Leo Dolfini Estúdio)
Producer: Rita Vilarim (Publicis Brasil)
Producer: Emerson Russo (Publicis Brasil)
Producer: Thiago Loureiro (Publicis Brasil)
Account Director: Tania Rodrigues (Publicis Brasil)
Planner: Thiago Loureiro (Publicis Brasil)
Media placement: Poster - NEWSTANDS - 25 Jan 2012

Describe the brief from the client
SBT is the one of the biggest TV network in Brazil. Its newscast - SBT Reporter – was going to run a special presentation about the world’s most controversial tyrants and, therefore, needed to communicate it.

Describe the challenges and key objectives
Our main challenge was to communicate this message in a way that was simple, impactful and that, at the same time, emphasised why those people had become the issue of that special presentation

Describe how you arrived at the final design
By analysing the lives of the tyrants addressed in the special presentation, we noticed that all of them had something in common. They were seen as pests to human beings. That was the insight to get to a series of posters where their faces were used to shape insects that most annoy people.

Give some indication of how successful the outcome was in the market
The posters were hung on walls all over the city, drawing the attention of whoever passed by them. They were part of a big communication effort and helped to promote the special presentation in such a way that SBT Reporter outperformed its main competitor on TV every time it was broadcasted.