What if, in addition to the Christmas tree, placed once a year in most homes around the world, we also looked after and cared for the many other species of trees that exist in Brazil? This is the inspiration for Vale’s new Christmas campaign, which is currently helping to preserve millions of trees and protect approximately 1 million hectares of forests, 800,000 of which are in the Amazon.
To make the link with one of the most representative symbols of Christmas, the film shows a series of species preserved by Vale, such as Jacarandá, Aroeira, Pau-brasil, Jaborandi, Castanheira, Chuva de Ouro and Sucupira, among others.
To explain this vast biodiversity to the public, the piece features an unprecedented soundtrack signed by Jair Oliveira and Simoninha, which brings in the lyrics some of the tree species kept within the reserves. One of the most outstanding is Jueirana-Facão, which, based on a discovery made by Vale, has become proof that, at some point in history, millions of years ago, the Amazon and Atlantic Forest biomes were one and the same.
Created by Africa, the campaign celebrates Brazilian biodiversity and the importance of sustainability initiatives developed by Vale, which range from research focusing on knowledge about the territories, expanding knowledge about endangered species, recovering degraded areas and innovation to the development of technologies and the maintenance of protected areas that constitute important remnants of the biomes where the company operates.
In 2019, the company announced its commitment to recover and protect another 500,000 hectares of forests by 2030, strengthening its commitment to society and sustainable development.
Entitled “Arvoredo”, the film follows the communication concept worked on by the brand throughout 2022, signed by “Transforming Mining Today is Transforming Everyone’s Tomorrow”. It is broadcast on Open TV, Pay TV and digital. Check out:
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