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An introduction to advertising in Brazil

The Brazilian advertising industry has matured rapidly, and is now one of the biggest in the world, particuarly when it comes to its creative reputation. At the D&AD Professional Awards we've seen increasing numbers of Pencils awarded to Brazilian creative agencies in recent times. So we asked Laís Prado, editor in chief of Brazilian website Clubeonline, to give us a flavour of advertising creativity in Brazil.

There’s no way to begin describing our current world without referring to the numerous monumental crises that we are facing at present. Climate change, migration, the oil crisis, terrorism – are all in addition to, in Brazil’s case, grave political, economical, security, and public health crises.

Being confronted by challenges of such magnitude, it has become increasingly clear that we need advertisers and their brands to help tow contemporary society to a better place. How? By constructing, instructing, educating, protecting and helping to find solutions to big and small, global and local challenges.

I’m not speaking about commercial ‘opportunities’, but the need of the creative industries, the metaphorical ‘spokesperson’ for brands, to offer society consistent ideas and projects. To offer assertive actions to help break current paradigms.

It is about having a commitment to our future. In Brazil, brands that are committed to creating a positive legacy have started to show great initiative towards this mission.

In 2015, the Pão de Açúcar Group, a retail chain, for example, staged the movement #vamojunto (#letsgotogether), created by Y&R Brazil, to help its clients face the economic crisis:

Earlier in the year, the middle-eastern themed fast food chain, Habib’s, launched the #todomundoseajudando campaign. Created by Publicis Brasil, it had the intent of helping the unemployed back into work. 

Watch Habib's #todomundoseajudando campaign

To help face the harmful effects that the hole in the ozone layer can cause, especially on children, FCB Brasil came up with Nivea Doll. This innovation helped parents teach their children the importance of regular sunscreen use. 

Watch the case study for Nivea Doll

The agency LDC (formerly Loducca) has gone out on its own. They’ve taken the initiative to develop a software called “nfscan”. The software facilitates the donation of credits generated through tax receipts, to charities and NGOs in the state of São Paulo. Previously, this process was cumbersome and therefore quickly abandoned by consumers who wanted to help charities.

Watch the case study for nfscan

In Brazil, 2015 was a year that was marked by the "100" film, created by agency F/Nazca Saatchi&Saatchi for Leica, and produced by Stink. It won many awards - including a D&AD Pencil. 
'100' Leica, Graphite Pencil, Film Advertising Crafts, 2015

This year will also be remembered by the sudden and early exit from the Brazilian advertising industry of great creative talent and stars, all in their 50s: Marcello Serpa (AlmapBBDO), Eduardo Lima (F / Nazca Saatchi & Saatchi) and Celso Loducca (​​Loducca). They are all likely to spend the second part of their working lives within the creative industry, but away from the burdensome, day-to-day demands of running large and succesful agencies.

They have all dedicated about 30 years of their lives working 10 hour days and through many, many nights in the process. Yes, in Brazil the workload of an advertising is notorously strenuous.

Perhaps due to this factor, together with the local crises mentioned above, we are seeing a real exodus of Brazilian creatives in the direction of agencies abroad. This is a trend that shows no signs of diminishing in 2016.

However, regardless if they are in Brazil or anywhere in the globe, creatives are the world’s greatest dream-makers. We urge them to use the dreams they create as tools for meaningful change. 

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