GREEN COVER by Escala for Braskem

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Industry Manufacturing
Media Promo & PR, Case study
Market Brazil
Agency Escala
Creative Director Roberto Callage E Régis Montagna, Eduardo Axelrud
Art Director Jacques Fernandes, Fernando Schlickmann
Copywriter Reginaldo Pujol Filho, Gustavo Spanholi
Released September 2010

Credits & Description

Category: Best Use of Print
Advertiser: BRASKÉM
Product/Service: GREEN PLASTIC
Date of First Appearance: Sep 1 2010
Art Director: Fernando Schlickmann (Escala)
Art Director: Jacques Fernandes (Escala)
Copywriter: Reginaldo Pujol Filho (Escala)
Copywriter: Gustavo Spanholi (Escala)
Creative Director: Eduardo Axelrud (Escala)
Creative Director: Régis Montagna (Escala)
Graphic Producer: Giuliana Giora (Escala)
Final Art: Placido (Escala)
Connection: Nei Ferrari (Escala)
Connection: Cláudia Ferreira (Escala)
Business Executive: Débora Martini Kryvoruchca (Escala)
Business Director: Kenya Couto (Escala)
Media placement: Print Campaign - Zero Hora - 10 September 2010

Insights, Strategy & the Idea
In 2010, BRASKÉM started its industrial scale manufacturing of the green plastic made from sugarcane, a natural, renewable source. A once-in-a-lifetime opportunity, integrated to its strategic plan of applying consistent actions, to present the significance of that fact for the state of Rio Grande do Sul: that the first industrial-scale green plastic factory would be opened in Triunfo/RS. We had great news to share. How could we place the client heavily in the media and how could we impact opinion-makers? By creating an unparalleled opportunity to intervene in the newspaper’s main information and news outlet. For the client, the brand managed to stand out in the newspaper medium through an unexpected, consistent piece that was extremely pertinent to its communication goals. Target audience: more than hearing about the green plastic launch, the target audience got the message in a grand manner befitting BRASKÉM’s innovative achievement.

Creative Execution

On September 24 the cover and back cover of newspaper Zero Hora hit the stands green. That was the first time a section of the newspaper had been reprinted to adjust its layout on account of a client. After the strong impact the changed first and last pages had, pages 2 and 3 – one of the newspaper’s most impacting commercial formats – ran the ad containing the campaign concept. Then, to top off the action in Zero Hora, the page featuring the story about the opening was also highlighted in green. All that was done after we immersed ourselves in the Green Plant project to learn about it and design together with the client an engaging initiative integrated to BRASKÉM’s goals of impacting the population through pieces that reinforced the idea of making the state different from that day onward.

Results and Effectiveness
Society learned a lot more about BRASKÉM’s innovative achievement. The company further strengthened its position as a responsible company that has new ways of seeing the world. The action turned into a case and surpassed our goals via a unique, engaging solution formatted in a singular way capable of translating how important the green plastic factory opening was. Countless media outlets then followed up on our story: radio stations, newspapers, magazines and websites covered the launch of the manufacturing plant, showing the significance of the green plastic’s arrival. More than generating sales, our efforts were dedicated to a brand-building strategy.