Created by Africa Creative, in collaboration with the production company Saigon, the characters were created to bring the company’s new concept to life.
Petrobras Stations announced their two new mascots, Lu and Brs, the pair of lizards that will star in the company’s advertising pieces and that were created to represent the Brazilian’s agility, versatility and energy.
Created by Africa Creative, in collaboration with the production company Saigon, each character has their own personality and brings to life the station’s new concept.
“Lu and Brás represent the natural wealth of our country, the diversity and adaptability of our people and the perseverance in challenging times. From now on, they will integrate the communication of all the brands that are located under the front of the station, whether in traditional campaigns or on social media, they will be our true influencers. They have enormous engagement potential and we are already working on promotional actions, have you ever thought how beautiful they will look as collectible items?” said Vanessa Gordilho, Vice President of Business , Vibra Products and Marketing.
With the new mascots, the company aims to reinforce its ecosystem of brands and products and expand the role of the station beyond supply, making Petrobras Stations a convenience center, a place to socialize, meeting the needs and desires of a public increasingly demanding.
The choice of the calango as the mascot was not a coincidence in this strategy. Because they are present throughout Brazil, the calangos allow for a regionalization of the campaign, as well as a rapprochement with Brazilians.
“This new positioning has already appeared in a subtle way in our campaigns since last year, but now it is official. We seek to escape the commonplace of traditional advertising campaigns about gas stations and bring a different perspective. We chose to bring magic to the gas station network, playing with games and connecting with the entire family that frequents the ecosystem of our stations, which becomes part of the routine of customers’ lives”, added Vanessa.
“We innovated in the niche advertising environment, no other station has two characters as charismatic as the new mascots – and no animal represents Brazil as well as the calango. Just like the Petrobras Stations, they are present throughout the national territory, they are agile , smart, full of energy and have the colors green and yellow”, says Mrcio Santoro, partner, co-president and CEO of Africa Creative.
The new mascots were announced during Vem de Vibra, a resale event held in Rio de Janeiro, on February 28th and 29th, and their names were chosen through a vote with the five thousand participants of the event.
The goons are already taking over the streets of the country, in OOHs spread across the cities of So Paulo, Campinas, Belo Horizonte, Rio de Janeiro, Brasilia, Goinia, Porto Alegre and Curitiba.
