Campaign includes film, created by Ogilvy, shown on TV, as well as five other pieces for social media
Petrobras launched a campaign that highlights gender equality in football and in the company’s operations. The film, created by Ogilvy, “Nothing can stop their energy. In all fields” stars professionals who work at the Capuava refinery in São Paulo, professional football players and Brazilian Football Confederation referee Edina Alves . The 30″ piece will be shown on television channels.
The action also includes five films for social media with testimonials from women. In one of them, Márcia Cristina Andrade, the first black woman to command a refinery in Brazil, reveals that she had never dreamed of being general manager of the Capuava refinery.
The film is integrated with the company’s other communication actions. Recently, Petrobras announced its sponsorship of the women’s Paulistão through the São Paulo Football Federation.
“The film provokes a reflection on the status quo not through an accusation or clash, but through the very act – intimate and individual – of each spectator when there is a break in expectations generated by unconscious biases”, highlights Luiza Villaça, director of film.
