O Estadao De Sao Paulo Design & Branding 100 things to do in Brazil before you die, 2 by FCB Sao Paulo

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100 things to do in Brazil before you die, 2

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Industry Newspapers, Public awareness
Media Design & Branding
Market Brazil
Agency FCB Sao Paulo
Executive Creative Director Fabio Simões “Simon”
Creative Director Marco Monteiro, Andre Pallu
Art Director Guilherme Manzi
Copywriter Mario Morais
Production Vibe Filmes
Released May 2018


Clio Awards 2018
Branded Content Product/Service: Print Silver

Credits & Description

Product: Estadão
Agency: FCB Brasil
Title: 100 things to do in Brazil before you die (100 coisas para fazer no Brasil antes de morrer)
General Creative Director: Joanna Monteiro
Executive Creative Director: Fábio Simões “Simon”
Creative Directors: Marco Monteiro and Andre Pallu
Art Director: Guilherme Manzi
Designer: Fábio Cristo
Copywriter: Mário Morais
Client Services: Elton Longhi, Anna Sant’Anna, Rafael Cardoso, Karoline Araújo
Project Manager: Suelen Mariano
Art buyer: Bibiana Oliveira
RTV: Charles Nobili, Ricardo Magozo, Mariana Carneiro
Editing and Composition: Rodrigo Resende, Dudu Dória
Planning: Márcia Neri, Bianca Reame, Isabella Esteves
Graphic Production: João Albertini, Daniela Fonseca, Fábio Silva
Client Approval: Flávio Pestana, Marcelo Moraes, Marcela Dalla, Larissa Martinelli
Published: May 2018
Brazil has the 9th highest murder rate in the world. Many victims are murdered while going about normal, everyday activities. With the objective of mobilizing those in power, finding solutions and fostering change to this terrifying scenario, as well as generating reflection and discussion on the subject, Estadão, in partnership with FCB Brasil, is launching the book 100 Things to do in Brazil Before You Die.
The book, titled after the campaign, will contain articles published by Estadão recounting 100 stories of people who were doing everyday things when they were murdered. The publication will be distributed exclusively to government officials and opinion makers who can propagate the concept and make the discussion on the subject even more relevant.

Violence terrifies everyone in Brazil. We have one of the highest homicide rates in the world, with 30.5 murders per 100,000 people. We came up with an idea to call attention to this scary scenario in Brazil and put some pressure on our politicians to do something about it. And we had to do that with a budget of 12,000 reais. By doing that, Estadão wants to raise awareness about the violence in Brazil and promote discussions to find solutions to this issue.

We sent the book to dozens of politicians with the aim of putting pressure on them to find solutions for violence in Brazil. Along with the book, we sent a letter inviting them to share their proposals of new laws as well as asking them how we can change our reality. Many politicians contacted us, including Sâmia Bomfim, councilwoman of the city of São Paulo. According to her, initiatives like this book are extremely important for calling attention to this issue and drawing the subject of violence to the political discussions. From now on, Estadão wants to emphasize even more the news about violent crimes, giving them the attention they deserve. And that is just the beginning of this campaign: in phase two, we’ll send the book to our paying subscribers to make the campaign grow and the message reach more people. Because we believe that information leads to change.

Given to the weight and seriousness of the issue approached on this campaign, the design of the book was carefully thought to pass the feeling of grief and commotion. Due to this, we chose only black, white and gray tones to compose its colors. It also allows the association of the book to the newspaper universe. The news grid and the typography were brought to the design, as to respect the editorial characteristics of the campaign theme. We also explored elements such as ink smears, grids and paper textures to express the craft in the production of a newspaper. As it is far not a light reading, our challenge was to deconstruct the elements and bring the anguish that the subject requires, but still maintaining the editorial recognition.

Campaign Description
Estadão, one of the most important newspapers in Brazil, promotes important debates in order to change our society and make a better future. So we created a book whose title implies that it contains things you should do in Brazil before you die. But it actually reports on the ordinary, everyday things people were doing just before being violently killed. The book is a collection of one hundred actual articles from Estadão, one of the largest newspapers in Brazil.