Campaign created by DM9 tells the real story of Waldete, who learned to read and write on construction sites
This Friday (16th) MRV&Co will launch its Christmas campaign called ‘Carta’. With the creation of DM9, the main part of the communication is a film that tells the story of Waldete, one of the thousands of Brazilians who learned to read and write at the construction sites of the MRV&Co group, through the Escola Nota 10 project.
Narrated by Milton Nascimento, the film shows how Waldete, now 59 years old, fulfilled his dream of learning to write.
Aired on cable TV and digital channels, in versions of 30, 60 and 90, the campaign reinforces MRV&Co’s concern with people’s development and brings an essential final message, at the same time a Christmas wish from Waldete: that everyone remember Remember, it’s never too late to start writing the future.
The Escola Nota 10 project aims to raise the educational level of workers at MRV construction sites.
Transforming education is capable of broadening people’s horizons in a really exciting way. Waldete’s story is a reflection of that. We believe that taking advantage of this year-end moment to tell this narrative could be really inspiring. And the letter narrated by Milton brings power and emotion to this beautiful life story, explains Nina Lucato, executive creative director of DM9.
