Created by WMcCann, the action highlights the few remaining fruit trees in the city, whose fruits are rich in vitamins, just like Centrum Essencial
Brazil is the third largest fruit producer in the world, however, according to IBGE, only 13% of Brazilians eat fruits and vegetables properly. To highlight the importance of the vitamins present in these foods, Centrum identified the remaining fruit trees in the urban area of São Paulo.
Transforming these locations into media points, the campaign highlights how the Centrum Essencial supplement can meet daily vitamin needs, making up for their absence in the daily diet.
Created by WMcCann in partnership with JCDecaux, the action was named “OOH Geovitaminados” in reference to the geolocation used to map the trees, and is part of the media strategy for the launch of ‘Centrum Essencial’.