CCR Print ASPHALT AD by Loducca

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ASPHALT AD

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Industry Traffic safety, Against alcohol
Media Print, Magazine & Newspaper
Market Brazil
Agency Loducca
Creative Director Pedro Guerra, Cassio Moron, Marco Aurelio Monteiro
Art Director Wagner Fragata
Copywriter Weber Luiz De Andrade, Jose Augusto Guga Ketzer
Producer Reinaldo Motta Lima, Daniel Costa
Released October 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: CCR
Product/Service: CCR
Agency: LODUCCA
Date of First Appearance: Oct 28 2010
Entrant Company: LODUCCA, Sao Paulo, BRAZIL
Creative Director: Guga Ketzer (Loducca)
Creative Director: Cassio Moron (Loducca)
Creative Director: Pedro Guerra (Loducca)
Creative Director: Marco Monteiro (Loducca)
Art Director: Wagner Fragata (Loducca)
Copywriter: Weber Luiz (Loducca)
Copywriter: Guga Ketzer (Loducca)
Account Group Director: Carmen Assumpção (Loducca)
Account Director: Aldo Moino (Loducca)
Account Manager: Fabio Lyra (Loducca)
Media Vice President: Daniel Chalfon (Loducca)
Media Director: Gabriel Queiroz (Loducca)
Media Manager: Silvia Ramazzotti (Loducca)
Media Supervisor: Gabriela Oliveira (Loducca)
Executive Producer: Sid Fernandes (Loducca)
Producer: Daniel Costa (Loducca)
Producer: Reinaldo Motta Lima (Loducca)
Planning Director: Isabella Mulholland (Loducca)
Marketing Director: Francisco Bulhões (CCR)
Marketing Manager: Jocelyn Cárdenas (CCR)
Media placement: Magazine - Exame - 28 October 2010

Insights, Strategy & the Idea
CCR is the company that manages the main highways in Brazil, and is among the five largest companies in the world for the sector. One of its major franchises is Rodovia Bandeirantes, which was elected the best highway in the country, though this is not a subject that usually gets the consumer's attention.
We wanted to stress the achievement with impact, but without a massive media campaign.

Creative Execution
Print an ad in asphalt and send it as an insert to the 10 thousand subscribers of the main Brazilian business magazine.

Results and Effectiveness
Reinforce CCR’s image as the most efficient highway administrator in the country.