PROJETO: DIREÇÃO DE ARTE (Design Gráfico)

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Hello everyone, welcome to

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the Art Direction Project course.

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My name is Professor Ana Paula Rech, and I

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will be guiding you through this project.

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To begin, I'd like to

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introduce myself so you can get to know me a

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little. I'm an advertising professional with a

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specialization in photography and a

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master's degree in communication from the Federal University of

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Paraná. I'm also currently pursuing my doctorate

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in communication and language at

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Tuiuti University of Paraná. Today,

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we're going to talk a little about

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your art direction project.

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To present the project, we need to

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consider the following: you are studying

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design and you intend to

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work in this field. Among the many

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opportunities this course can

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offer you is the area of

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art direction, working within

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an advertising agency. That's why this

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art direction project is focused on

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creating a campaign. So, in

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this video, we'll start by trying to understand the

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guidelines and basic concepts of

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creating a campaign because this

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can enhance your opportunities in the

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job market.

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So, we'll begin by talking about the conception of the campaign and how it happens. A

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briefing is a

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document that the agency receives from the

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client or produces jointly with the

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client, containing all the

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necessary information for campaign production.

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We'll also talk about the types of

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advertising campaigns because each

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campaign requires a specific approach and

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focus, and it's important that

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you understand this a little to

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know how to proceed throughout the

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work. We'll also discuss

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campaign concepts and themes, which are the

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ideas we present, and the

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finalization of everything.

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So, to begin, we'll understand

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a little about what an advertising campaign is.

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A campaign is a

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set of advertisements that are part of

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a communication plan, and this

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communication plan can be focused on

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a brand, a product, or a

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service. So, I have several pieces,

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sometimes in

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different media such as magazines,

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newspapers, radio, and TV, that will be broadcast

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simultaneously and make up this campaign.

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This campaign will obviously have an

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objective; every campaign follows a

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marketing objective, but also a

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communication objective. So, it will solve what

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we call a problem. What is

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a problem? I even put it in quotation marks

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for you in the slide. This

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communication problem is something that the campaign aims to

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solve. It's not necessarily

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a bad thing; it can be about

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making the brand more well-known,

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promoting a specific product or

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service to target audiences,

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among other things.

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Since we're talking about a set

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of pieces used to communicate

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and convey a brand's message to

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its target audience, so

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that people can identify that

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various pieces across different

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media are part of the same

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campaign, we need to follow a common thread.

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This common thread is the

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campaign's concept and theme. From the moment

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I employ the same concept and

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theme in all the pieces, from both a

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visual and textual perspective,

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we can see what

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we call campaign unity. What does this

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mean? I can

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recognize that the piece I

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see in the magazine ad, for example,

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is connected to a piece I saw on a billboard. I

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can identify that the

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same message, the same advertiser, are

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part of the same plan. So I

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can understand this in visual terms (

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which is up to you), but also in

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textual terms, because, whether we like it or not,

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art direction goes hand in hand with

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copywriting. That's why we're going to

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learn a little about campaign concept and

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theme.

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So, as we said... The

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starting point of an advertising campaign is the

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briefing. This document, as

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I mentioned, contains all the

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information about Marco, the scenario in which he

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operates,

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the transformations in this segment, who

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the target audience is, what the campaign's objective is, what

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people are looking for,

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among other information. It may also

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include data on, for example,

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communication history, and in addition to

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the objectives and all the information gathered

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about the company, there may be

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some suggestions for creative direction and

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some mandatory requirements within

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advertising. There are certain

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segments that have some

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mandatory requirements, such as

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alcoholic beverages, pharmaceuticals,

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and even cars. CONAIR,

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the body that oversees all of this,

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has established a code that contains

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restrictions for some products,

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which you should consult

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if you are interested in

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working as art directors in

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an advertising agency. I'm

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mentioning this because sometimes the

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mandatory requirements involve some

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legal issues according to

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CONAIR, the National Code of

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Advertising Self-Regulation. I didn't

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explain this before, but let's go over the

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mandatory requirements; there may also be

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some indications about... For example,

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colors, logo placement, and

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other things

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in the creative direction may include

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indications about

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the layout composition, whether it should be

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more modern, minimalist,

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or other things. So these are the

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indications you might see along with the

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creative direction, or the suggestion of an

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approach that is geared towards

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humor or a more serious,

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conservative approach, among other things.

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In any case, the briefing will

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provide all this information, and it's good

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that you pay attention to the

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recommendations and

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information presented there. So, our

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starting point is this document; we should read it.

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Obviously, this

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document provides a path, introduces

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the client, provides information about the

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company and the environment in which it operates, and will be

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the basis we will use to

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define the approach, the focus, that is, the

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concept and the theme of the campaign.

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However, depending on the

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briefing's indications and the client's objectives,

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we will have to opt for one

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type of campaign or another. Campaigns can

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be classified into two

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basic categories, and I've brought a few more for

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you to learn about. So, in terms of an

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advertising campaign, it can be

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classified according to its scope into

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three types: a catechesis campaign, a

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competitive campaign, and... A campaign,

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when we're talking about a catechesis campaign, is

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a campaign that aims to teach

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something to the target audience. For example,

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sometimes there's a

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product launch campaign, so you

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have to present the functionalities and

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teach people. We saw some

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campaigns in 2020-2021 that

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dealt, for example, with the precautions to

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take regarding the coronavirus. This

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can be classified as a

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catechesis campaign when the campaigns tell

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people about the importance of

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hand hygiene, whether with soap and water or with hand sanitizer.

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So I'm teaching them how to use a

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mask, how to use a mask properly.

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So I'm teaching my target audience about

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something. The

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second type of campaign, according to the

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scope, is a competitive campaign. The

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objective here is to highlight the brand,

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product, or service against the competition,

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presenting all its benefits and

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placing the product in a category where it

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is the top-ranked brand, so

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people will

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see this brand, product,

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or service as high-quality and appealing.

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The third type of campaign, according to

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the scope, is a reminder campaign, which

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serves to highlight the brand, product, or

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service. The goal is for people to remember that

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the brand exists, so the appeal here is

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more about the product or service, or the

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brand itself. It won't have an appeal focused on

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price or payment terms, for

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example. So I'm talking about the quality

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of the service.

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Furthermore, campaigns

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can also be

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classified according to their

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approach.

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According to the approach, a

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campaign can be, at first,

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institutional. What this means is

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a campaign entirely focused on promoting

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the brand, so here it's exclusively

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for the brand. So, for example, it could be

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a Coca-Cola campaign. The

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Coca-Cola campaign won't talk about the

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Coca-Cola product, the Coca-Cola soft drink, but

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will talk about the brand. So we're

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conveying the brand's ideas, working

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with its market positioning.

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What is positioning? It's the way

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this brand seeks to be seen. So I'm

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creating exclusively

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brand content, and I won't talk about its

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products; I'll highlight the

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brand's qualities. The second type of campaign,

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according to the approach, is an

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advertising campaign. So we'll focus on the

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product or service, so I'll promote this

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product or service. The

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third type of campaign, according to

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the approach, is an umbrella campaign

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that talks about a product line.

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There are large companies that have

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product lines here in Brazil, for

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example, PG, so I can talk about their

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entire line, or I can talk about

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a line of Seda products focused

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on curly hair, for example. So

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we focus on the brand and information

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about the product; in this case, I'll talk

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specifically about this Seda line,

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which has shampoo, conditioner,

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treatment mask, and styling cream, for

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example.

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We also have

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promotional campaigns, which are

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aimed at accelerating sales,

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reactivating the product, and maintaining contact with

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the target audience. So my objective here is

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sales, to get people to

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buy.

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Another type of campaign

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is called an incentive campaign, which is aimed at

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intermediaries or resellers,

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to encourage these people to

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promote those products, those

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services, or those brands. So what

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is the difference from other types of

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campaigns? This campaign is not

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aimed at the end consumer but

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at intermediaries or

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resellers, so my approach,

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my focus, will be completely different.

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I have to encourage

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these people to promote my brand,

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my product, or my service. We

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also have sales promotion campaigns,

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where the focus is on promotions and

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discounts, and I can have

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cooperative campaigns, which are... Joint actions with

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distributors where we,

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as large brands, will help

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our distributors promote the

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product or service.

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Finally, we also have retail campaigns, where

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the focus is entirely on

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offers. Sometimes we see this in

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campaigns from, for example, Casas Bahia,

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Magazine Luiza, among others. So

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we have these two different

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types of campaigns according to scope

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and approach. As I

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mentioned, this is a

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classification presented by some

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authors, but we also have

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other types of campaigns. For example,

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we have social campaigns, which are

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campaigns aimed

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at benefiting society. For

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instance, you could create a campaign for an

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NGO, a non-governmental organization

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that has done good for society. And we also

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have opportunistic campaigns that

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address a topic that is in the spotlight.

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For example,

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there is news that the price of

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gasoline is very high. So this is a

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topic that is in the spotlight in society, it is

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being discussed in newspapers, magazines, in

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all media outlets. I

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can create a campaign that uses

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this theme, like death, as a driving force.

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So I can associate this idea with

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my brand, of course, if it makes sense.

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An example we had was... Around

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2013, when we had a

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very large increase in the price of tomatoes and

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ketchup, for example, they

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launched an opportunistic campaign

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telling people not to

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worry about the rise in tomato prices, that

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ketchup wouldn't be affected.

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So we had several

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campaigns from various brands talking about this –

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ketchup, pizza brands,

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tomato sauce, and various

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other companies in the

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food sector talking about it. It

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could be a restaurant that uses

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tomatoes, an Italian restaurant for

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example, that uses tomatoes as the base for

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its sauces. So we take this

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theme that's prominent in society and

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bring it to our campaign.

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For example, in these

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moments of

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social isolation, we could use this

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theme to show that despite the isolation,

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despite being distant, we

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are close to brands in some

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way. A brand launching an

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app and using the theme of

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social isolation to say that despite being

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physically apart, we are together here in

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the digital environment. So, in short, I

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take a theme that's prominent in

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society and use it as inspiration

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for my campaign. Defining the

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concept and theme, focusing on the approach:

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Speaking of which, we need to understand

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a little about what a campaign concept and

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theme are. The

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campaign concept is the angle of the subject; it's

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literally what you want to say with

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this campaign. It could be "buy product

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X" or "buy brand

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Y," which is great for those looking for

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heavy-duty bathroom cleaning. So that's what you're

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saying—the idea. Now, the theme is the

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setting, the atmosphere, the creative motive.

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So it's the best way to convey this

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idea,

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considering the people I'm

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speaking to and the context in which these people

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are inserted. For example,

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Cacau Show might be launching a

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campaign, and the concept is to say that

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chocolates are a great

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Christmas gift. So that's the

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campaign concept.

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The theme will depend on my target audience. Let's

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suppose they are people aged 30 to 50

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from social classes B and C. So my

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campaign theme could be "sweeten the best

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moments of the end-of-year celebrations"

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or "sweeten your Christmas," right? So,

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bringing this idea that chocolate is

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a good gift for the holidays and will

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sweeten this gathering, this

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celebration with the family. So, the

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concept is literally what I want to

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say, and the theme is the best way to

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say that to the people I want to

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reach. Because every

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advertising campaign, in the briefing, will have a

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defined target audience, and

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I have to understand who these

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people are, what their consumption habits are,

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to know the best way to talk to

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them. It might seem like a silly example, but it's a

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very good example of a campaign concept and

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theme. For example, suppose

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you have to talk about a new

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relationship you're in, you

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started dating, and you're going to give this

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news to two different groups of

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people. So I'm defining two

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targets, two different targets. The

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first target is you're going to tell

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your parents, the second target is you're

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going to tell your friends.

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So the concept is "I'm dating." The

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theme will vary according to the target.

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To talk to your parents, you'll

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present a series of arguments about

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this person to convince them that

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this person is amazing. Now, when it's

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for your friends, the

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arguments are different. For your

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parents, the theme will revolve around

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concepts, which are concepts and ideas

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that are relevant to them. So,

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for example, this is a person...

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Responsible, this is a

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committed person, this person thinks about the future,

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right? Now, when you tell

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your friends that you're dating,

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you'll say, "This person is beautiful, this

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person is interesting, this person listens to and

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likes the same music as me."

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So the concept is to announce

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that you're in a relationship. The

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theme varies according to your audience.

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So think about that. The best way to

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talk about the concept is the theme; it takes into

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account the target audience and the context.

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So always keep that in mind when

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you're thinking about creating an advertising campaign.

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We always have to write the

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concept and theme keeping in mind what the

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campaign objectives are. The concept for

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an institutional brand campaign is

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very different from developing a concept

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for a

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sales-focused promotional campaign. So,

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different objectives lead to

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different concepts, approaches, and themes as

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well.

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A good way to start

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defining the concept and theme of a campaign is to

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write or draw about the objectives,

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about the brand, so we can start generating

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ideas. Then we'll select

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our best ideas in terms of

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concept and theme and think

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about what the differentiators are, what

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the advantages of this brand, this product,

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this service are, but always based on

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simplicity. People who think that the

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first idea is the first idea and that's it, problem

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solved... I always

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tell my students that you should

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throw away the first idea you have

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because that idea will certainly

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be the most obvious. We don't want it to

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be so obvious; we want to

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seduce people. So, starting from that

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simple idea, you can try new

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approaches to make it more

19:55

interesting, taking into account the

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campaign's objective and also the

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target audience, which is very important. It

20:04

gives me several clues on the best way to

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communicate because the idea is to

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establish a dialogue, to unite, to

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bring together brands and people, the target audience, so that

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we can develop concepts and themes.

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We're talking first in the

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realm of ideas, and then we'll translate

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all of that into art. We can

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work with influencing factors, which

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are ways of

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influencing people,

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and we can act in three

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different ways: we can act through

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suggestion, imitation, and empathy.

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When we're talking about suggestion, these

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are themes that suggest something to

20:52

people. We have to understand that

20:55

nobody likes to receive orders, so

20:57

acting through suggestion can make it much

21:00

easier to get in touch with

21:03

your target audience and for those people to accept your ideas. Regarding

21:06

your messages, I suggest

21:09

something, for example, "Have you thought about replacing

21:13

your washing machine?" It's a

21:15

much calmer approach than "Replace

21:18

your washing machine now," which sounds more like

21:20

an order, even though advertising

21:23

often uses imperative language like "buy now."

21:25

We have to consider that

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sometimes suggesting can be better than

21:31

trying to impose.

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The second influencing factor is imitation.

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Imitation can happen in many

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ways, so we're talking about

21:42

people's desire to imitate. If I were to

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think about it, everyone has idols,

21:47

so I can work with the desire to

21:49

imitate by using, for example,

21:51

an influential person, a famous person.

21:53

Or we can also work with a

21:56

typical person, for example, a dentist

PROJETO: DIREÇÃO DE ARTE (Design Gráfico)

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