TAM REFLECTIONS by CRIACITTA MARKETING CENOGRAFICO for TAM LINHAS AEREAS

TAM REFLECTIONS

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Industry Airlines
Media Design & Branding
Market Brazil
Agency CRIACITTA MARKETING CENOGRAFICO
Creative Director Wado Gonçalves
Art Director Renato Bicas
Released June 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: TAM LINHAS AÉREAS
Product/Service: TAM LINHAS AÉREAS AIRLINE
Agency: CRIACITTA MARKETING CENOGRAFICO
Date of First Appearance: Jun 14 2009 12:00AM
Entrant Company: CRIACITTA MARKETING CENOGRAFICO, São Paulo , BRAZIL
Creative Director: Wado Gonçalves (Criacittá Marketing Cenográfico)
Art Director: Renato Bicas (Criacittá Marketing Cenográfico)
Graphic Designer: João Pontes (Criacittá Marketing Cenográfico)
Account Manager/ Planner: Juliana Naday Monteiro (Criacittá Marketing Cenográfico)
Architect: Brayan Breder (Criacittá Marketing Cenográfico)
Technical Production: Rodrigo Ribeiro (Criacittá Marketing Cenográfico)
Production: Mara Ribeiro (Criacittá Marketing Cenográfico)
Executive Production: Fabiana Sales (Criacittá Marketing Cenográfico)
Media placement: Temporary Exhibition - São Paulo Fashion Week - 14 June 2009 - 19 June 2009
Describe the challenges and key objectives
To turn an open space of a fashion event into a hybrid environment of public visitation that could show the cultural interaction between Brazil and France, and at the same time, that could serve as a TV studio for the recording of the on-board TV programme.Show culture through different perspectives, to demonstrate how hybrid their society is.Create an environment to promote proximity between brand and consumers to build identity and show the company´s values through.Innovate in the exhibition of the brand by contextualising it into the environment, creating an atmosphere of enrollment through its design.
Describe the brief from the client
- Create an open space at a fashion event to promote the brand- Create a TV studio inside this space- Follow the event’s theme: The Year of France in Brazil
Describe how you arrived at the final design
We created an art exhibition in which the reflections of one culture into another became evident. Brazilian and French visual artists, personalities and opinion-makers were invited to interact with symbolic icons from each culture - The Christ and The Eiffel Tower. We were inspired by the french modern architecture to create a sculptural mirror wall colored by LED. The wall materialised the lightening reflexes and also put the visitors into this atmosphere of cultural interaction. An institutional lounge that impacted trendsetters.
Give some indication of how successful the outcome was in the market
Great interest of the floating people in the event: 20.000 people visited the space. A desirable and interactive atmosphere, where people were involved in a modern, creative and rich environment.Media repercussion.Oportunity to put brand and consumers together through design, generating the possibility to strengthen the brand´s identity.