MOVIMENTO CYAN by Loducca for Ambev

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MOVIMENTO CYAN

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Industry Alcoholic drinks & Tobacco, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Brazil
Agency Loducca
Creative Director Jose Augusto Guga Ketzer
Art Director Fernanda Fajardo E Maria Eduarda Pietro, Rodrigo Mavuchian
Copywriter Marcelo Jordao, José Arnaldo Suaid E Bruno Bocchese, Mirelle Martins, Fred Rodrigues
Account Supervisor Cândida Semensato
Released March 2010

Credits & Description

Category: Best Use of Newspapers
Advertiser: AMBEV
Product/Service: BEVERAGE COMPANY
Agency: LODUCCA MPM
Date of First Appearance: Mar 22 2010 12:00AM
Entrant Company: LODUCCA MPM, São Paulo, BRAZIL
Entry URL: http://www.movimentocyan.com.br/
Creative Director: Guga Ketzer (LODUCCA.MPM)
Head of Art: Cassio Moron (LODUCCA.MPM)
Art Director: Fernanda Fajardo (LODUCCA.MPM)
Copywriter: José Arnaldo Suaid (LODUCCA.MPM)
Copywriter: Marcelo Jordão (LODUCCA.MPM)
Internet Planner: Rodrigo Krammes (LODUCCA.MPM)
Art Director: Rodrigo Mavuchian (LODUCCA.MPM)
Director of Integrated Project: Jood Nogueira (LODUCCA.MPM)
Creative Executive Producer: Sid Fernandes (LODUCCA.MPM)
General Account Director: José Boralli (LODUCCA.MPM)
Account Director: Sabrina Spinelli (LODUCCA.MPM)
Account Supervisor: Cândida Semensato (LODUCCA.MPM)
Consulting: Rui Rodrigues (LODUCCA.MPM)
Media Director: Daniel Chalfon (LODUCCA.MPM)
Media Group Director: Gabriel Queiroz (LODUCCA.MPM)
Media Supervisor: Silvia Ramazzotti (LODUCCA.MPM)
Planner: Marô de Campos Mello (LODUCCA.MPM)
Copywriter: Mirelle Martins (LODUCCA.MPM)
Copywriter: Fred Rodrigues (LODUCCA.MPM)
Art Assistant: André Pauletti (LODUCCA.MPM)
Media placement: Newspaper - Folha De SP - 22/03/2010
Media placement: Newspaper - Valor Econômico - 22/03/2010
Media placement: Newspaper - O Estado De SP - 22/03/2010
Media placement: Newspaper - Metro - 22/03/2010
Media placement: Newspaper - Destak - 22/03/2010
Media placement: Newspaper - Brasil Econômico - 22/03/2010
Media placement: Newspaper - Jornal O Dia - 22/03/2010

Results and Effectiveness
With an enormous impact, the Cyan Project quickly associated AmBev with a company that works hard for the environment. In a single day, buzz metrics tools reported an association of over 67% between AmBev and the theme 'water'.

Creative Execution
Our central idea was to implement significant changes inside the media environments, quickly attracting attention to the CYAN Project. Cyan means the purest blue, so we radically altered the colours of the major newspapers in the country, which were printed in blue for the first time ever. The entire first segment in the main titles in Brazil was printed completely in blue, and AmBev's Project Cyan was the exclusive advertiser in the segment. Total circulation accounted for over 500,000 blue issues on the day of our action. This attracted a great deal of attention and conveyed a memorable message.

Insights, Strategy & the Idea
AmBev is the largest brewing company in Brazil and its manufacturing process for each litre of beer uses 1 litre less water than the processes of other companies. This results in a savings of over 2 billion litres of water every year. Inspired by this fact, we created a movement called Project CYAN, in order to engage consumers in the water conservation cause. We needed to make our cause relevant to consumers and opinion makers, especially in a country with huge natural water supplies like Brazil, because this is not a subject that attracts daily attention and other companies' water related projects have failed in the past.