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Universidade Cruzeiro do Sul - Vestibular 2014: Monstros (Monsters)
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How to materialize in a movie a concept as elusive as the willpower? With this challenge as a starting point, Giovanni + Draftfcb created the new campaign for the Universidade (University) Cruzeiro do Sul for 2014 entrance process where bright monsters are the representation of the willpower of young people wishing to enter university and vary in size according to the intensity of this desire. After all, according to the campaign, the dimension of the will of each person is related to the acquired knowledge with which the young feed this desire.
To give highlights to the creatures power accompanying character all the scenes were filmed on nocturnal environments, technical solution to give visibility to the 3D creation by Vector Zero, all set in post-production. The filming was done outside in the center of São Paulo city and voiceover by the actor Milhem Cortaz. With pop language and inspirational motivation, the film continues to build the brand image creations developed in the agency since 2009. This campaign promotes the 2014 exams and its concept will be applied until the end of the year with digital activation.
Executive Creative Director: Joanna and Max Geraldo |
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