Company says the campaign was made for the biggest project in its history
MRV launched Cidade Sete Sis Pirituba, the company’s first smart city in So Paulo. To promote this venture, which is expected to attract 30,000 people and an investment of R$2 billion, DM9 created the Drawings campaign for the brand.
The communication debuted at the beginning of November, with a film during the Jornal Nacional interval. Through narrative, communication permeates the idea of the collective unconscious, that every child when designing their home first chooses elements such as a house, a tree and the sun, and then paints new items that they idealize as part of the home in their art.
The commercial also highlights pillars that cannot be missed in the place where you always dreamed of living, items present in Cidade Sete Sis Pirituba.
In addition to open television, with commercials in versions of 30 and 15, the campaign also features films for digital media, in versions of 60, 30, 15 and 6, radio spots and OOH. The out-of-home strategy focuses on several panels and the envelope of Pirituba Station, the closest to the project.
It was very special for us to create the campaign that marks Cidade Sete Sis Pirituba, the biggest project in MRV’s history. In a light and playful way, all the pieces reinforce the smart city as a response to the desire to live the way people have always dreamed of, says Nina Lucato, executive creative director at DM9.