Cannes Lions

THINK PLASTIC THINK BRAZIL

GAD', Sao Paulo / INP ( BRAZILIAN PLASTIC INSTITUTE) / 2013

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Overview

Entries

Credits

Overview

Description

The new name should be clear, provocative and relate to both a national and international audience. Brazil should not be obviously mentioned, but mentioning the country was essential to bringing uniqueness to the brand.

The new positioning had to be sharp, and it should leverage the nation’s attributes and industry strengths. While internal clients (companies) should perceive high value in being associated, external clients (international buyers, the main target) should have a clear idea of what the Brazilian Plastic Industry has to offer.

This new brand should consolidate a diverse and heterogeneous industry (from big multinational companies to small familiar manufactures).

Execution

The new name "THINK PLASTIC THINK BRAZIL" brought Brazil´s freshness and personality to a traditionally old-fashioned market. The brand shouts the message, provoking and intriguing the world to see what is happening in the Brazilian plastic industry. The concept is clear and straight to the point, illustrating the way the industry does business. Within a world of engineers and executives, this brand gives a more personal touch to the market.

The brand also brings people together by having their names playing with the logo, as shown on the business cards.

Outcome

While the main target (international buyers) received the new brand with a big smile, reinforcing how innovative, different and still appealing and coherent the new name and positioning was, the secondary target (Brazilian companies willing to export) expressed their approval by asking permission to use the new brand to endorse their communication material, once they considered it would give strength and uniqueness to their own brand.