Fecomércio-GO/Sesc-GO/Senac-GO: NATIONAL CERRADO DAY - STORY

Cerrado is a huge biome of central Brazil that is suffering greatly with deforestation and intentional burning of native flora. Its name is phonetically identical to "serrado", which means "sawed-off" in Portuguese.

The ads use this similarity between the words with the intention of appearing to be a typo, and then revealing that it is part of the campaign's concept, explaining that the misspelled word "is not a revision error. It is a vision error", because the practice of cutting down the Cerrado will have even deeper consequences in the future, should it continue.