Signed by the SPR agency, the campaign includes film, digital media, social networks and radio
Randon launched a campaign to celebrate the company’s 75th anniversary, with the concept “Randon 75 years. We drive history forward”.
Signed by the SPR agency and produced by Tazum Vídeo, the campaign highlights and values the brand’s leadership in the sector, highlighting continuous innovation without forgetting its roots and tradition, in line with the brand’s positioning “Only those who move innovate”.
Along with the institutional campaign, the date gained a special commemorative series of products: the New R 75 line. In addition to an exclusive standardization of the semi-trailers, with unique colors and graphics in gold – reminiscent of a jewel –, the product is delivered with special factory items, such as Randon Smart technology and differentiated purchase conditions.
“In collaboration with the client, we developed the idea of reflection, where a commemorative line, characterized by cutting-edge design and technology, reflects old products in a reference and homage to the history and continuous evolution of the brand”, explains Fábio Henckel, creative director of SPR.
The campaign used artificial intelligence to translate the concept and give movement and life to the ideas. When adapting the video to the 9:16 (vertical) format, AI was also used to expand the range of the images and create the ideal composition for the scene. In addition, it was possible to improve and redesign the brand’s historical products with complete 3D modeling. Throughout the video, they appear to mark generations and decades.
“The challenge was to tell the 75-year history of one of the largest road equipment companies in the world by rescuing historical images from its collection, mirroring old products, modeled and created with the greatest possible fidelity through drawings and photos. With the advancement of AI technologies, we used resources to increase the quality and sharpness of the historical films still on the roll, made available by Memorial Randon”, says Felipe Fedrizzi, general director of Tazum Vídeo.
The strategy also includes a robust presence in digital media and social networks, with exclusive content that reinforces the campaign, in addition to presence on partner portals and radio stations, ensuring broad dissemination and support throughout the year.
