The idea of the campaign is to draw attention to the preparation of new political leaders in the country
Based on the importance of knowledge to grow in politics, RenovaBR’s new action installed a ladder formed by books in front of the National Congress, in Brasília. The idea is to draw the population’s attention to the importance of having politicians prepared to assume public office.
Developed by ARC, from Grupo Publicis, the activation takes place in the same week as the graduation of the RenovaBR student class of 2022. A four-meter staircase of books represents the basis and knowledge for the candidate to reach the top of the highest point, represented by a chair equal to that of the rulers.
The action invites people to climb the stairs, alluding to the entire path taken in preparing the candidate, and to pick up a book donated by RenovaBR partners.
“RenovaBR is a school that develops technical and socio-emotional skills to train new generations. A school that prepares new people to renew Brazilian politics and, consequently, renew the hopes of Brazilians. And all this is only possible through study and knowledge”, explains Marilia Queiroz, ARC’s business director.
Datasheet:
Agency: ARC
Project: RenovaBR activation
Title: In politics, knowledge puts you up a few steps
Advertiser: RenovaBR
CCO: Marcelo Reis
Creative Director: Tatiane Piovezam
Creation: Leco Rosso and Luciano Caboclo
Service and Business: Marília Queiroz and Rodrigo Crisafulli
Planning: Guilherme Dias
Production: Fabiana Barrett
Press office: Nathalie Ursini
