We totally integrated our communication within the editorial content thus bringing the information closer to readers with a perfect synergy where the editorial content itself led to the advertising message, connected by a big arrow that crossed the page. The message was simple and always related to each section of the newspaper. The most important thing was that readers realise that Petrobras’s investments extended to diverse areas and segments of society.

The campaign generated a lot of spontaneous media involving the projects sponsored by Petrobras that had been publicised, like the revitalisation of Radio Nacional, among others. We achieved success by reinforcing awareness of Petrobras unquestionable commitment to and investment in the state of Rio de Janeiro.