With illustrations by Brazilian artist Lucas Camargo , the new campaign created by FCB Brasil promoted the 2019 Creative Club Festival and...
With illustrations by Brazilian artist Lucas Camargo, the new campaign created by FCB Brasil promoted the 2019 Creative Club Festival and introduces this year's topic: "Resist".
"Resist" stresses the importance of avoiding comfortable solutions during the creative process. Deadline pressures and everyday frustrations can lead us to do more of the same, to revisit old references and even do something that has been done before. It's essential to resist these easy and tempting situations, which can appear to simplify the process but don't necessarily lead to the best work.
"The greatest privilege in creating the campaign for the Festival was working with other professionals and artists, and truly giving them the freedom to genuinely explore the issue. This year we invited art director, illustrator, animator, and Instagram 'reference', Lucas Camarg; Lucas directs 3D animations, and his work has brought emotion and expression to this year's campaign theme. The other partner is audio production company Evil Twin; they loved the theme so much, they ended up creating not one, but two hypnotic soundtracks," says Fabio Simões, FCB Brasil Creative Executive Director.
Through 3D animations, the video portrays the cyclic, monotonous and automatic feeling of the creative process without resistance, in contrast with the joyful and sarcastic soundtrack created by audio production house Evil Twin, also responsible for soundtrack for the digital pieces.
"This is the final campaign in what has been a fun and award-winning partnership with the Creative Club, and it couldn't have a more relevant message for everyone who wants to do innovative and creative work: RESIST!", adds Fabio Simões.
The campaign aired on the Creative Club website and social networks, as well as universities, advertising agencies and newspapers, and will include animations, posters, ads, digital OOH, e-mail marketing and online posts. All that is in addition to the materials that were shown at the event itself, which took place on September 21, 22 and 23 at the Cinemateca Brasileira, in São Paulo.
Product: Brazilian Creative Club (Clube de Criação)
Agency: FCB Brasil
Chief Creative Officer: Joanna Monteiro
Creative Executive Director: Fabio Simões
Creative Directors: Marco Monteiro and André Pallú
Creative: Antonia Zobaran, Sofia Calvit and Leonardo Marçal
Assistants: João Porto and Vinicius Chiconato
3D Art: UntitledArmy
Projects: Suélen Mariano and Leidiane Santana
Client Services: Elton Longhi
Media: Fabio Freitas, Cristina Omura, Renato Gabriel, Monica Oliveira and Gabrieli Miranda
RTV: Charles Nobili, Ricardo Magozo, Pedro Lazzuri, Murillo Moretti and Mariana Carneiro
Cutting and editing: Rodrigo Resende
Graphic Production: João Albertini, Daniela Fonseca, Miriam Audi and Marcel Teixeira.
Video Production: UntitledArmy
Sound Production Company: Evil Twin
Client Approval: Fernando Nobre and Ciça Bernardet