The Brazilian midwest is an amazing place on the earth, with great natural reserves and a lot of wildlife. Still, at the same time, it is the most important soya producer in the world, besides sheltering the country Federal District, a fabulous modernism project by Oscar Niemeyer, a city called Brasília.
A great area that is the same size as Germany, Finland, Venezuela, and Montenegro together. How an important economic center, usually is called a Brazilian Heart, because it is responsible for a positive weight in the trade balance of the country. It is a place with a lot of diversity, culture and so many singularly that needs a special campaign.
To introduce our brand in this region, we created a piece of music in partnership with the most listened-to singer in the country. This song reflects the lifestyle and culture of this area, expressing her pride in being born here, where time feels different and life is cherished as a blessing.
Through this partnership, we connect with the audience using a song that is played on the radio and streaming platforms, not as an advertising jingle, but as the new release from Ana Castela.
Our challenge was to introduce a new model in a market where Honda doesn't have appeal. The brand has a good reputation as families car, but not as a younger car. In this TV commercial, we showed that all plans to have fun are possible for those who have the New City Hatchback.
More than just making sense of a global concept, our mission was to give consumers the feeling that modern life calls for more than just a cool car, it calls for a new position, a new attitude.
Brazilians speak Portuguese but often use the English word "feeling " to express intuition, often employing the term when they are not entirely certain of their opinions. This term "feeling", has become an extremely popular expression throughout the country.
We leveraged this idea to announce the magazine’s migration to the digital world. The takeaway we wanted to highlight is that Exame, a traditional newsweekly, would now offer daily online content. With that, readers no longer need to rely on “feeling”, but can now make their own informed opinions, thanks to this enhanced content.
When we created this idea we just answered this question, because 90% of people bring the love of their lives in pictures in their smartphone backgrounds. Loves like kids, parents, pets, places, and people.
We invite everyone to live in the New Year with more moments like their backgrounds.
This a current message and important in a moment of the world where people spend a lot of their time on the screen and short time with their loves.
Ok! We transformed the car's name into an acronym. This was the way we found to differentiate and assign values to the car, showing its versatility and efficiency.