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Industry Public awareness
Media Design & Branding
Market Brazil
Art Director Leo Sousa
Copywriter Aline Chamon, Juliano Dias, Liliane Felicio, Kika Vernalha, Gabrielle Alvarenga
Producer Diogo Diegues, Marcia Cancado
Illustrator Flaviano Souza, Victor Monticelli
Released July 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: SEDESE
Product/Service: SOCIAL PROJECT
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: PDV DESIGN, Belo Horizonte, BRAZIL
Chief Creative Officer: Julio Alves (PDV Design)
Account Director: Euler Brandao (PDV Design)
Account Manager: Mariane Medeiros (PDV Design)
Copywriter: Kika Vernalha (Pro Brasil Propaganda)
Copywriter: Gabrielle Alvarenga (Pro Brasil Propaganda)
Copywriter: Juliano Dias (Pro Brasil Propaganda)
Copywriter: Liliane Felicio (Pro Brasil Propaganda)
Copywriter: Aline Chamon (Pro Brasil Propaganda)
Art Director: Leo Sousa (PDV Design)
Art Director: Flaviano Souza (Pro Brasil Propaganda)
Planner: Suzana Schneider (Pro Brasil Propaganda)
Illustrator: Flaviano Souza (Pro Brasil Propaganda)
Illustrator: Victor Monticelli (Pro Brasil Propaganda)
Media Manager: Siria Guimaraes (Pro Brasil Propaganda)
Pro Brasil Propaganda: Miguel Aun
Producer: Marcia Cancado (Pro Brasil Propaganda)
Producer: Diogo Diegues (Pro Brasil Propaganda)
Supplier: Wander Coelho (CPS Pubicidade)
Media placement: Bus shelter - Liberty Square - BH City - Brazil - 5 July 2009

Describe the challenges and key objectives
We experienced many challenges. How to communicate with and sensitise a diversified public (the community, entrepreneurs, communication partners), how to make the Project known throughout Minas Gerais, specially in the capita, Belo Horizonte, and how to price the local handcraft to make them more attractive for buyers. All that without a budget or deadline, for all financial support was through donations. The first step was to develop a name, brand and concept that represented the social power, but showing a modern and innovative image.

Describe the brief from the client
The briefing was proposed by SEDESE for the Central Incubadora de Empreendimentos de Economia Solidaria (Think Tank for a Supportive Economy) because they needed to promote and strengthen their new supportive actions. The Social Project `Recycling Opportunities' focuses on the generation of income of families in the north of Minas Gerais, in order to eradicate child labor in the region. The Project prevents hundreds of children from working and involves adults in the production of varied handcraft.

Describe how you arrived at the final design

We chose the pinwheel with typical lace for the logo. It symbolises action and movement, but also needs the strength of the wind to spin. Each participant encourages lots of families to have a better life. The more people, the faster the pinwheel spins and makes the Project stronger. Besides their beauty, they convey the delicacy and rich details seen in Brazilian handcraft.The name Belo Norte alludes to the new course in the history of many children and families benefited by the project. The concept 'Valuing the best in Minas: its people' makes our visual identity more emotional and beautiful.

Give some indication of how successful the outcome was in the market
The campaign is composed of different items such as folders, video, website, posters and interactive ads on bus shelters. A basket made of recycled material (plastic soda bottles) and full of pinwheels was put on the bus stop shelter. People would take the pinwheels and read about the project. The results surpassed all expectations, attracting more consumers, companies and advertising people. It won everyone’s approval: investors, volunteers, communities and the artisans involved. The bus shelters had a lot of visitors and we reached our major goal: make the Belo Norte Project known by mor people.