INTERVENTION by Agencia3 Rio De Janeiro for Eletrobras

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INTERVENTION

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Industry Business equipment & services, Environmental & Animal Issues, Corporate Image
Media Promo & PR, Case study
Market Brazil
Agency Agencia3 Rio De Janeiro
Creative Director Luis Claudio Salvestroni, Alvaro Rodrigues
Art Director Milena Zindeluk, Mavi Soares
Copywriter Otávio Mello
Account Supervisor Camilla Oliveira
Released June 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: ELETROBRAS
Product/Service: WORLD ENVIRONMENT DAY
Agency: AGÊNCIA3
Date of First Appearance: Jun 5 2009 12:00AM
Entrant Company: AGÊNCIA3, Rio de Janeiro, BRAZIL
Creative Director: Álvaro Rodrigues (Agência3)
Creative Director: Luís Salvestroni (Agência3)
Art Director: Mavi Soares (Agência3)
Copywriter: Otávio Mello (Agência3)
Art Director: Milena Zindeluk (Agência3)
Media Director: Marilena Geada (Agência3)
Media Supervisor: Veruska Lages (Agência3)
Account Supervisor: Camilla Oliveira (Agência3)
: Camila Félix (Agência3)
Media placement: Journal - O GLOBO - 5 June 2009
Media placement: Journal - O Estado De S. Paulo - 5 June 2009
Media placement: Journal - Folha De S. Paulo - 5 June 2009

Results and Effectiveness
The communcication reinforced the image of Eletrobras and commitment to the environment.

Creative Execution
The campaign featured special inserts in newspapers of Rio de Janeiro and São Paulo and ads in newspapers of Brazil’s most important capital cities. A distinct format was used in O Globo, O Estado de São Paulo and Folha de São Paulo, in which illustrations interacted with the editorial content. Two real headlines about environmental issues were manipulated, generating a third one. The ad concludes: “Today, you do it to nature. Tomorrow, it does it to you.”

Insights, Strategy & the Idea
Eletrobras ran a campaign in newspapers of all regions of Brazil to celebrate World Environment Day on June 5, 2009.