BASED ON AN INSIGHT THAT ARISED IN SOCIAL LISTENING, CONSUMERS DECLARED THEY HAVE AN AFFINITY AND FAMILIARITY WITH THE PASTA AND TUNA COMMISSION, WHETHER FOR AFFECTIVE MEMORY, USEFULNESS OR FLAVOR.

THIS BEHAVIOR JOINED WITH THE LANGUAGE OF MEETINGS ON THE INTERNET TO PRESENT THE SHIP #MACATUM (PASTA+TUNA) AND BECAME PRESENT IN ALL COMMUNICATION MATERIALS. THE CAMPAIGN WAS ENTITLED AS “PASTA WITH GOMES DA COSTA TUNA, THE MATCH THAT PEOPLE LOVE“.

TO AMPLIFY THE CONVERSATION AND TAKE THE CONCEPT FURTHER, INFLUENCERS @IRINACORDEIRO, @MOHINDI, @COZINHADEGENTEMODERNA AND @SEMMEDIDA ALSO SHOW THEIR FAVORITE COMBINATIONS IN THE KITCHEN AND ENCOURAGE PEOPLE TO SHARE THEIR OWN.

To digitally launch the Mercado Pago "Opposites" campaign, we invited Simone and Simaria who share the same taste in music. The originally sertanejo duo decided to “break the internet” by changing their musical style in an initiative that generated a lot of comments and buzz among fans and influencers.

AND THE WINNER IS…

LIV takes a socio-emotional education program to schools across Brazil that helps students get to know their feelings and develop life skills. In this large laboratory, students develop their critical thinking and understand that, with the help of others, it is possible to go further and that making mistakes is part of the process.

Through conversations with children and their parents, we addressed five feelings: love, hate, anger, fear and happiness. With the “Feel LIV” concept, the value of talking about feelings from an early age is revealed to parents of children and adolescents.

[HEADLINE]: Diesel S-50. It has in Curitiba. It has in Resende. It has in Fortaleza. Does not has in Juazeiro Do Sul. But also, Juazeiro Do Sul does not exist.

* Curitiba and Fortaleza are cities from Brazil. Juazeiro Do Sul also, if it existed :)

[HEADLINE]: In Belo Horizonte you fuel with diesel S-50. In Brasilia you fuel with diesel S-50. In Natal you stop, swim on the beach, and then fuel with Diesel S-50.

* Belo Horizonte, Brasília and Natal are cities from Brazil.

[HEADLINE]: Fuel with Diesel S-50 in a Petrobras gas station near you. And fuel in a Petrobras far from you.

A live commercial was the reason used to further connect the consumer to the campaign "YOU ALWAYS DESERVE MORE" to the Petrobras Loyalty Program Premmia.

In an action held in movie theaters, while the commercial was displayed on the screen, the actor himself would appear out of the screen in the movie theater, and personally continued to give information about the campaign of Petrobras Loyalty Program Premmia for the audience. Then he "returned" to the screen and finished the commercial. The idea reinforced the concept of proximity, the way a loyalty program should be.

GRAFFITI QR-CODE

The TEDxRio+20 was an event focused on sustainability which sought to share and spread great ideas on this subject. But its structure allowed only 900 spectators. How could we reach more people? We decided to bring its contents to the streets.

To get public attention, we invited big names of Rio’s graffiti. Each street artist chose a presentation from the program and made an artistic interpretation of its theme. Thus, we could cover a 20 meter wall, in one of the busiest streets in Rio.

Next to each illustration a QR-Code led to a blog where the public could understand a little more about the topic and was encouraged to attend the online lecture.

In addition to the passers-by, the wall called media attention and made headlines in major Rio newspapers and one of the country’s largest newspaper, generating great value in spontaneous media.

Great ideas are even greater when they are shared.

MOBILE CONTENT

To share small contents from the lectures that would be in TEDxRio+20, we put a motorcycle with a FM radio transmitter connected to a mp3 player in various traffic jam points.

A message on the bike asked people to tune in their radios on a specific station (89.0 FM). At the end of the audio, a message told to people to watch the lecture of day online.

CHALLENGE:
Everyone knows what happens during carnival in Rio: sex.

So MIX FM set out to promote and raise awareness of safe sex during carnival. But how can we get people to understand that they are at risk?

IDEA:
Our solution was to show them how easy it is to get infected when they’re off guard.

The venues chosen for the task were street parades and parties. Promoters would hand out leaflets encouraging safe sex, with condoms attached to them.

But this was also a diversion tactic: as one of the promoters handed out the leaflets, another one would surreptitiously put a sticker on the person’s back, with the message: “HIV is just like that. It gets you when you’re off guard. Have fun this carnival, but use a condom.”

* Sustainability campaign for planting trees.

Although Rio is indeed a marvelous city, it struggles with the pollution in its natural resources. NGO OndAzul focuses on environmental protection and struggles to reduce the effects of pollution by organizing cleanup initiatives and raising awareness.

On occasion of World Water Day, we decided to talk to those in the best age for learning: children. And there’s no better way to teach them than having fun.

At a major local mall, we set up a different arcade game at the entrance of the children’s play area: a claw machine that, instead of being filled with plush toys, was filled with garbage, which seemed to be underwater. Just like the original game, winning wouldn’t be easy.

The children who managed to do it could then proceed to throw the piece of garbage in a proper recycling bin and were awarded with a book on sustainability.

The attraction became very popular and the children really got the spirit: it’s much easier to throw garbage in the right place than to try to clean it up later.

INTERACTIVE LAMP

Gift offered by EstÁcio University and the Zuzu Angel Institute to journalists and celebrities present at their booth at Fashion Rio. This desk lamp is shaped like a T-shirt and the head is a small light bulb.

This gift comes with four cards with different patterns in T-shirt format that you can use to “wear” the lamp.

* Fashion Rio is one of the most important fashion events in Brazil.