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Posterscope Brazil implement city-wide campaign to raise awareness of new digital TV signal

Posterscope Brazil have created an integrated campaign to raise awareness of analog TV signal switching to digital to the citizens of Rio de Janeiro. The OOH excution formed part of an integrated campaign including TV and radio.
The Boulevard Olímpico, in Plaza Mauá was transformed for the campaign, with additional beacons placed in stations to detect the arrival of a train at a station and triggering site-specific content. 
The campaign’s goal is to illustrate the concept of “See the world without drizzle on your TV”, referring to the main benefits of the new digital signal, which offers cinema-quality picture and sound to viewers.
“This is a real example of the potential and impact that OOH media has when well planned and integrated with the advertiser’s strategy, adding timing , impact and simple communication features ,” says Marco Muñoz, COO of Posterscope Brazil.

Brazilian football team uses its jersey numbers to show women's daily sexist challenges

On International Women’s Day 2017, Brazilian football team Cruzeiro displayed the struggles women face – such as rape, murder and pay inequality – on their shirts.
The numbers emblazoned on the back of the historically successful team’s jerseys were accompanied by statistics like “a woman killed every 2 hours”.

Other messages on view in the Brazilian Cup game against Murici included “Salaries 30% lower” and an acknowledgement that only 22% of parliamentarians in the world and 12%  percent of Brazilian mayors are female.

The club, which competes in the top league and won the domestic treble in 2003, launched the campaign – called “#VamosMudarOsNúmeros” or “Let’s Change The Numbers” – in honour of International Women’s Day.
“Women don’t want congratulations. They want respect,” begins the club’s beautiful statement of intent on its website.
“March 8 is, in fact, a symbolic event. It is a day for reflection and awareness. March 8 is not a day of celebration. It is a day to remember that women are still (and very) oppressed. Commemoration will happen when they, in fact, reach their rightful place, which is that of equality.
 
The move came just days after the Sweden national women’s football team eschewed names to wear messages from women on the back of their shirts instead.
The quotes included the artist Zara Larsson’s “Believe in your damn self” and journalist Frida Soderlund’s “To try is to be successful. The result is secondary as long as you dare”.
 
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Via: Ads of the World 
 

Shots for change

Instituto Bola Pra Frente is a not-for-profit organisation in Favela do Muquiço, one of the most violent favelas in Rio de Janeiro, which is rife in gun related crime and drug trafficking.
Their aim is to keep kids away from crime through sports and education. Despite this, many parents in the vicinity are unaware of the Institute and their work. In this poor, crime-ridden community, conventional media is non-existent.
To raise awareness of the Institute and sign up children into their free spaces,  bullet holes scattered across the walls of the favela were transformed into billboards.
At the beginning of the year, 600 spots were available and quickly, 600 kids were enrolled.
You can see the full campaign here.
 

Coca-Cola gives beach revellers in Rio a refreshing experience

To promote Coca Cola’s new packaging which launched earlier this year in Brazil, Posterscope and DAVID agency created an icy show-shopper.
A giant ice block (2 metres deep and weighing 8 tons) with 500 cans of Coca-Cola embedded into it was placed on Ipanema beach.  As the ice melted beach goers were rewarded with a can.
According to Patricia Pieranti, communication manager “Coca-Cola has always been part of the summer and our goal is providing a refreshing experience, in addition to presenting the new taste of Coca-Cola zero sugar to consumers. ”
The action reinforces the launch of the new packaging launched earlier this year in Brazil, part of the original Coca-Cola, Coca-Cola zero sugar and Coca-Cola with Stevia and 50% less sugars in the positioning of the iconic brand Coca-Cola. Thus, the portfolio no longer has three independent brands and is replaced only a great brand “Coca-Cola” with different versions.
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Santander creates 'From Bus Stop to Bus Stop' to target millennials in Brazil

As part of the bank’s new general brand position, focussed around the phrase “How can we help you today?“, a new stunt, by Talent Marcel in partnership with Vice, was created to target Millennials and form a better connection between the younger audience and the bank.
Branded interactive bus-stops were installed nearby major universities in the city of Sao Paulo, which besides offering free Wi-Fi also provided other types of interactions, including cellphone chargers, karaoke stations, printing literary messages, movie tickets – provided according to the user’s mood, sports drinks, raincoats – available during rainy days, and so on.
From these activation stations, random users were invited to participate in unique experiences, which were filmed as part of the “From Bus Stop to Bus Stop” web-series and provide the content for printed ad campaign to be applied in major cities through the country a few months. So far 3 episodes have been produced including Helder who was charging his phone and was invited to be part of a party featuring different technologies, Bruno who was singing at the karaoke bus-stop, and was invited to a Laundry-Bar that featured karaoke, and Michele who received printed poetry and was invited to an Open Poetry/Music Bar.
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Via: PRExamples

Mosquito Killer Billboard Against Zika Virus

Posterscope Brasil and ad agency NBS created what might be one of the most innovative weapons against the Zika virus: A billboard that not only raises awareness but kills thousands of mosquitos at the same time.
Called quite simply The Mosquito Killer Billboard the ingenious device releases an airborne solution which replicates human sweat, attracting mosquitos from up to 4km away.
Once the mosquito arrives a powerful fluorescent bulb combined with a fan then draw the insects in before finally catching them on the large white sticky billboard.
The customized panels were positioned accordingly to the number of Zika and dengue outbreaks in the area.
What makes the invention really powerful isn’t the message, it’s the fact that anyone, anywhere can replicate it.
The entire project was developed under a Creative Commons Agreement which means that any town council, organisation or individual can download the exact specifications from online site (http://www.mosquitokillerbillboard.com) and build their own.
Last week the US Centre for Disease Control confirmed that up to 2.2 billion people could be at risk from the Zika virus.
Described as a ‘global emergency’ by the World Health Organisation the virus has become a top priority for health officials in Brazil who are being overwhelmed by the disease.
What is Zika?
It belongs to a family of viruses knows as flaviviruses. According to thegeneticliteracyproject.org it was first detected in humans in Uganda in 1952. It spreads through the bites of a specific species of mosquito known as Aedes aegypti. Once bitten, the person carries the virus in the blood for a week, which is the best time to get tests done.
 
 
The campaign received mass coverage around the world including the following titles:
BBC News, Daily Mail, Huffington Post, Newsweek, Creative Review The Scientist, Telegraph, Adland, Engadget, Gizmodo, Wired, the Verge, Fortune, Stats News, Vice, Campaign, The Drum, Little Black Book, Uproxx, AdWeek
For more information on the campaign please contact Otto Frossand, Strategy Director, Posterscope Brasil
 
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‘Stories in the Sky’ Use Kites to Promote Children Reading!

How do you motivate children to read books when they lack the motivation and most importantly, the resources? Instituto Pró-Livro in Brazil came up with a creative idea in order to approach children and stimulate them to read.

Inspired by the International Book Day on April 23, Pro-Book Institute, in partnership with Salles Chemistri, collaborated with well-known Brazilian authors, such as Ana Maria Machado, Benedito Ruy Barbosa, Pedro Bandeira and Ziraldo, in order to turn their stories into kites for the “Stories in the Sky” project.

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Children from impoverished communities are not used to reading books, since most of them don’t have access to them at home. However, they all love flying kites, which inspired the Pro-Book Institute (IPL) to decorate 500 kites with popular stories.

Famous Brazilian writers, cartoonists, painters were more than happy to donate their works for this inspiring campaign that aimed to promote literature and expand the imagination of the younger generation. After all, reading allows imagination to fly and in this case, flying was also literal!

According to their idea, children will read the stories on the kites and then, they will take them to the sky, until the cord gets cut. When it cuts, the story reaches other children that are also introduced to the wonderful world of storytelling. Suddenly the skies of Morro Santa Marta in Rio De Janeiro were filled with 500 kites and children all over the area couldn’t stop smiling.

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Alisson Patrick Cardoso Dias is a 12-year-old boy found the ‘Stories in the Sky’ project “very cool”, adding that: “I usually go to the library to look at books. If I think it looks good, I take it to read.” He was particularly interested in the kite with excerpts from The Nutty Boy. “I think this book might be cool, maybe I’ll read it.”

What’s more, Alicia Victoria, an 8-year-old girl, mentioned: “Generally, I only read the book that the school tells us to read. And I only pick up a book to read when I have nothing to do.”

In a city that counts over 1 million people living in impoverished communities, literature is not always the priority, which makes such initiatives from Instituto Pró-Livro even more important. Creativity that leads to smiling children is always welcome, isn’t it?

Video here:

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Via: Creative Guerrilla Marketing

Posterscope Brazil creates Heineken promotion panel at Rock in Rio

With 16m x 3m, a mega panel of Heineken, the official beer of Rock in Rio, was developed and installed by Posterscope Brazil one of the main the festival access roads.Media Specializing in out of home and brand experience, the multinational company Dentsu Aegis Network applied volume and Blockletter, offering 3D effect to the letters and images, and LED lighting, enhancing the brand and the product. This outdoor media integrates the different activations of the brand to the event, which ranges from actions at points of sale to attractions and spaces within the City of Rock as the Tyrolean Heineken. The mega panel was adopted in order to get the public going to and from the event. So it will be on Avenida Ayrton Senna, Barra da Tijuca, in Rio de Janeiro throughout the festival period.
Via: Fernando Vasconcelos

Dentsu Aegis Network Acquires OOH Plus & Launches Posterscope in Latin America

Dentsu Aegis Network today announces the acquisition of Brazil’s leading Out-of-Home agency group, OOH Plus, and the launch of Posterscope in Latin America. Post-acquisition, OOH Plus will operate as the Latin American arm of Posterscope, the world’s leading Out-of-Home Communications agency and one of Dentsu Aegis’ eight network brands, and will be renamed Plusmedia Posterscope. Plusmedia Posterscope will continue to operate under the successful leadership team of founders Marco Antonio de Souza, CEO, and Omar Sahyoun, CFO, who will report into Abel Reis, CEO, Dentsu Aegis Network Brazil.
Headquartered in Sao Paulo and Rio de Janeiro with five offices and 60 staff across Brazil, OOH Plus was founded in 2010 as the holding company for Plusmedia, OOH Media and 2S Producoes. Providing creativity, media planning, production and lay-out services to leading blue-chip companies, Plusmedia, OOH Media and 2S Producoes were founded in 1995, 2005 and 2007 respectively. Immediately prior to closing, the companies were merged into Plusmedia, the unit that was subsequently acquired by Dentsu Aegis Network.
“I am delighted to welcome OOH Plus to the Posterscope network. We have wanted to have a presence in the Latin American market for some time, and believe we have found the right team who share our vision and passion for great Out-of-Home solutions. The growth of digital OOH and the importance of mobile will provide us with opportunities to pioneer and transform Out-of-Home in Brazil for our clients,” said Annie Rickard, Posterscope CEO.
“For Dentsu Aegis Network Brazil, launching Posterscope, a global network brand of the group, is a direct result of the growth of our local operation and confirmation of the vitality of the Brazilian market. OOH Plus, a pioneer in out-of-home media, is a strategic acquisition that strengthens our presence across all media and platforms and will provide a convergence of solutions to our clients,” said Abel Reis, CEO of Dentsu Aegis Network Brazil.
“Joining Dentsu Aegis Network is the result of our consistent growth since the founding of Plusmedia in 1995, demonstrated by our portfolio, our outstanding work for large advertisers, and, in recent years, our consolidated performance and leadership in out-of-home media. Being part of Posterscope enhances the intelligence and latest tools in our offer and contributes to the success of our clients’ businesses, as well as the Brazilian market,” explains Marco Antonio de Souza, CEO, Plusmedia Posterscope.
Dentsu Aegis Network continues to strengthen its full-service footprint in Brazil, adding further expertise to an established network of brands including Isobar, LOV, Dentsu Brazil, NBS, mcgarrybowen, iProspect, Amnet and Copernicus. This acquisition will significantly increase Dentsu Aegis Network’s brand presence locally and will grow the Brazilian team to more than 1400 professionals and more than 100 clients.

Shell and Pelé Reveal First Soccer Pitch Powered by Players

Shell has refurbished the run-down community football pitch in Morro da Mineira, a Rio de Janeiro favela, with a first-of-its-kind innovative energy solution. Shell has used the technology of a Shell LiveWIRE winner, laying special tiles under the pitch surface to capture the energy generated by football players’ movement. This energy is then stored and combined with the power generated by solar panels next to the pitch to convert into renewable electricity for the pitch’s new floodlights. This gives everyone in the favela, and especially the youngsters, a safe and secure community space at night.
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Via: Shell