An advertising campaign with the ambition of further exalting the importance of the Northeast for the whole of Brazil
Advertising campaign in the name of pride in belonging to a fantastic region
A region rich in natural beauty and landscapes, full of particular flavors and an immense and unique cultural and artistic variety, the Brazilian Northeast brings together countless peculiarities of a people historically marked by aspects that give them plenty of reasons to be proud. Intending to add strength to this feeling, the Sistema Jornal do Commercio de Comunicação (Jornal do Commercio Communication System) launched an advertising campaign in 2021 to further exalt the importance of the Northeast for the whole of Brazil.
I played a very active role in the development of the campaign. My contribution began with in-depth research into the defining icons of Northeastern culture and extended to a series of advertising pieces, including a video to promote the campaign. The primary language refers to cultural products such as cordel literature, still produced and consumed in part of the Northeast, classic iconography that refers to past decades, and elements and icons from various states.
Project
Outcome
Key Points
I worked on developing an advertising campaign to celebrate Northeastern culture called Proud to be Northeastern, which ran in several media during 2021. As well as art direction, I developed the concept and design of numerous pieces for the campaign, including posters, social media content, and a video.
What I Learned
One of the biggest challenges of this campaign was dealing with part of the team remotely. It was one of the first jobs I worked on entirely remotely, but I consider it an absolute success since the distance did not affect communication or the expected result.
