TURNING THE PAGE by Gad' Design for Gerdau

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TURNING THE PAGE

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Industry Chemicals, Fertilizers & By-products, Metallurgy
Media Design & Branding
Market Brazil
Agency Gad' Design
Released June 2010

Credits & Description

Category: Posters
Advertiser: GERDAU
Product/Service: STEEL MILLS
Agency: GAD DESIGN
Date of First Appearance: Jun 1 2010
Entrant Company: GAD DESIGN, Sao Paulo, BRAZIL
EXECUTIVE DIRECTOR: VALPIRIO MONTEIRO (GAD)
ACCOUNT DIRECTOR: DEBORA ELMO (GAD)
ACCOUNT MANAGER: CRISTINA BASSO (GAD)
CREATIVE DIRECTOR: FELIPE HALTENHOFEN (GAD)
COPYWRITER: BEATRIZ PINTO RIBEIRO (GAD)
DESKTOPUBLISHING: CHRISTIAN VIEIRA (GAD)
GRAPHIC PRODUCER: FABIANA CRIPPA (GAD)
ACCOUNT MANAGER: FELIPE COUTO DE ASSIS BRASIL (GAD)
Media placement: Poster - Employees Communication Boards - 1 June 2010

Describe the brief from the client
Create an internal marketing campaign for one of the world's largest steelmakers, Gerdau, that has a focus on the environment highlighting three issues: water pollution, the accumulation of garbage, and air pollution. Also, demonstrate the company's own concern regarding the planet’s well-being.

Describe the challenges and key objectives
The biggest challenge was to provide a greater impact and give more relevance to the theme and the dates in question, in addition to internally changing employees’ point of view that Gerdau is a Company that pollutes and is unconcerned with the environment.

Describe how you arrived at the final design
We developed the slogan, "Help turn the page", with the idea of applying a transparency sheet over the campaign posters. This created a more interactive interface in the communication piece. Thus, the campaign showed employees how the attitude of each and every person can help change the planet's future, while presenting a more highly-impacted and perceived campaign within the company.

Give some indication of how successful the outcome was in the market
The campaign helped in the understanding of the Company's values ​​in relation to sustainability, commitment and helped to create an awareness that the Company is responsible for the environment.