Campaign signed by VMLY&R marks the beginning of the platform’s repositioning
Terra announced changes to its editorial positioning and a brand rebranding process in a campaign created by VMLY&R.
With the motto “What happens on Earth, is on Earth”, the campaign features a remake of the soundtrack released in 2006, combined with scenes of diversity.
“Terra, for all its reach and content, has an enormous potential for transforming society and this gains even more strength in this new phase of the portal. We created a campaign that reflects all this agility, plurality and ability to generate conscious and positive connections and discussions between people”, said Rafael Pitanguy, CCO of VMLY&R.
The new site layout is lighter and has a more fluid browsing experience, rethought in all formats, especially for mobile, and the editorial brings new pillars, focused on expanding conversations such as representation and plurality.
In addition to the layout, the site will also have new content verticals that will aim to talk about the initiatives of the country’s peripheral population, awaken reflections and fight discrimination with guidelines on women, black people, indigenous people, LGBTQIA+, people with disabilities and 50 people. +.
Terra will feature a new team of columnists, such as Pablo Miyasawa, Barbara Gutierrez, Marcia Rocha, Cris Guerra, Luã Santana, Joice Berth, Nathalia Santos, Roberta Camargo and the twins Eduardo and Leonardo.
The site will also promote new content partnership models, looking for producers, agencies, websites and influencers who can collaborate with critical thinking and diversity of ideas.
“In addition to the new positioning as a mediatech, Terra also brings a new look and logo, which bring more fluid lines and a more updated font, to accompany the new moment of the platform, while maintaining the heritage and brand recognition”, explained Claudia Caliente. , director of Earth.
Datasheet:
Client: Telefonica Brasil S/A
Product: INTERNET (PF/POS)
Title: Our Earth
Length: 60”
Agência: VMLY&R
CCO: Rafael Pitanguy
ECD: Jefferson Rocha, Rafael Gil, Rodrigo Almeida
Creative Direction: Pedro Lazera
Head of Art: Marcos Magario
Copywriter: Rodrigo Dorfman
Dir. Art: Elder Caldeira, Tales Lima
Attendance: Leonardo Balbi, Aline Garcia, Carolina Rangel, Rafael Cardoso, Camila Zaim
Client: Marina Daineze, Gabriela Cavalcante, Bianca Formiga, Marina Madureira, Giovani Pilla
Planning: Sumara Osório, Paulo Vita, Marcelo Germano, Giovanni Cozer
Media: Elenice Galera, Diego Freire, Danilo Pizardi, Gabriele Prospero, Julia Santana, Rafael Rodrigues
Production: Nicole Godoy | Anderson Rocha | Ian Inglez | Guilherme Rodrigues | Barbara Emery | Giovanna Cioca | Bianca Aguiar | Cleo Gonçalves | Raphaela Valentine | Fernando Pavan | Débora Costa
Producer: Saigon Films
Director: Nico Matteis
2nd unit director: Livia Stacciarini
Executive Producer: Marcelo Altschuler, Carol Pessini
Attendance: Fernanda Gomes, Rafael Costa, Karin Diniz, Giovanna Saad, Michele Pavão
Production Coordination: Katiucia Soares, Jucilene Almeida, Thalita Machado
Director of Photography: Vagner Jabour
Director of Photography 2nd unit: Rafael Malta
Drone: Junior Lopes
Steadicam: Thiago Romualdo
Art Director: Jaqueline Ramieli
Assistant Director: Bruno Romboli and Emanuele Fenerich
Assistant Director 2nd unit: Priscila Moreira
Production Director: Rodrigo Guimil
Figurinist: Milton Fucci and Carol Donato
Casting Producer: Rafael Myga
Location Producer: Felipe Sá
Object Producer: Marystela Baiôco
Makeup Artist: Roger Garcia
Post-Production Coordination: Virgini Fares
Post-Production Service: Claudia Rocha Finisher: Henrique Gomes
Editor: Kaue Kabreira
Island and Assembly Assistant: Paulo Miranda
Island and After Assistant: Léo Garcia and Enrique Augusto
Color: Acauã
Finalizadora: Plural Antfood Music & Sound Design
Music Production Director: Lou Schmidt and Fernando Rojo
Executive Producer: Renato Castro and Christiane Rachel
Coordinator: Monique Munhoz
Submission: Bruno Broaska, Fabian Jorge, Pablo Homem de Mello and Tiago Lins
GPS – rights to the musical literary work “What is your Earth? “
Production date: March / 2022
