“A marathon is won step by step. A harvest is made seed by seed.” What does former marathon runner Vanderlei Cordeiro de Lima have to do with the countryside? The CNA/Senar System answers the question in a new campaign that pays tribute to the country’s more than 5 million rural producers. Produced by the Nova agency, two videos tell the story of the Brazilian athlete that few know about: his upbringing in the countryside, the challenges he faced in rural areas and his relationship with sports, from the beginning until he became an Olympic medalist.
Lima gained international attention in 2004, at the Athens Olympics, when he was pushed out of the race by a spectator while he was in the lead. Upon returning to the circuit, he came in third place, winning the bronze medal. But what most people don’t know is that today, after ending his career in sports, he works as a beef cattle breeder, returning to his roots in the countryside.
“Since I was born, I have always dreamed big. When they tried to bring me down, I kept going, just like the field taught me. The field gave me that light, which is there at the end of the tunnel. The strength of the field helped me overcome all the challenges and obstacles I encountered in my career as an athlete. If we put our goals and dreams into practice, we can go much further than we imagine,” explains Vanderlei.
It was on the field where Vanderlei began his first training sessions, when he received his first pair of running shoes, arousing the curiosity of his neighbors, who had no idea that he would be the marathon runner awarded the highest Olympic honor, the “Baron Pierre de Coubertin Medal”, awarded to athletes who demonstrate the true Olympic spirit through acts of overcoming obstacles. Through this, he learned lessons that helped him overcome several obstacles that sport poses.
“Teamwork is essential for good development in the field, to have a good harvest, and in sports, to win the long-awaited Olympic medal. Therefore, we strongly emphasize the importance of this partnership so that the millions of rural producers in the country feel honored and even recognized for the importance of their daily work in supplying the tables of Brazilians,” explains Márcio Nascimento, editor of Nova.
The CNA/Senar System represents and defends the interests of millions of Brazilian rural producers, and seeks to promote the growth and development of the agricultural sector, in addition to offering professional education, technical and managerial assistance and social promotion activities in search of qualification and increased income for families in the countryside.
“Vanderlei Cordeiro de Lima is a great example of resilience and resilience of rural producers, who grew up in the countryside and sought the strength to succeed in sports in the fields, facing any and all challenges. This is the type of producer that the CNA/Senar System represents: the one who wakes up early every day to ensure food for the Brazilian population and who, despite all the difficulties and obstacles, does not give up and keeps moving forward, always seeking the best results,” highlights the general director of the National Rural Learning Service (Senar), Daniel Carrara.
TECHNICAL SHEET – PRODUCER’S DAY 2024 – CNA/SENAR
Agency: NOVA
Client: National Rural Learning Service – SENAR
Campaign: Producer’s Day 2024
VP of Creation: THOMAZ MUNSTER
Written by: MÁRCIO NAZIANZENO
Head of Art: YGOR MORATO
Art Direction: DIOGO ARRUDA
Digital Creation: LEONARDO REIS and FILIPE CARDEAL
Customer Service Director: ANA PAULA TERRA
Agency Service: ANDRESSA RIBAS
Media Director: ESTANLEY CUNHA
Media Strategy: FERNANDA TONELLI
Planning Director: LUCAS GARBULHA
Planning: BRUNA GOULARTE and RENATA PRADO
General Production Manager: TICIANA ROCHA
Graphic production: RAFAEL TOSCANO AND ANDREIZA OLIVEIRA
Digital production: JONATHAS GOMES AND KAROLINE COSTA
RTV: ANA CAROLINA MARTINS AND RAFAEL SOUSA
Video production company: BSB SERVIÇOS CINE GROUP LTDA
Stage director: MARCELO GUIMARÃES
Director of photography: FABIO BURTIN
Customer Service Director: PATRÍCIA AMORIM
Production Coordinator: MARCOS AQUINO
Assistant Producer: MARCELO SAMPAIO GUIMARÃES
Executive Production: LUCIANA PIRES
Editor: WALBER CASTELO AND OLÉSIO NEPOMUCENO
Finishing: ELISA BEDRAN
Audio production company: SAGAZ SOUND DESIGN
Service: AMANDA SERRA
Musical Director: MOISÉS SOUTO
Music Producer: MOISÉS SOUTO
Sound Design: RAFAEL SAMPAIO
Photo: CRISTOBAL FRAGA
Retouch: CRISTÓBAL FRAGA
Client Approval: Daniel Carrara and Cecília Kobayashi
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