Developed by Baila Creative Co., the piece is based on the message that debts paralyze plans
The Government of São Paulo launched a campaign to mobilize businesspeople to overcome debt through the Resolve J program.
Developed by Baila Creative Co. for the government’s Communications Secretariat, the piece uses the ‘play’ symbol incorporated into the name of the program supported by the message that debts paralyze the plans of those who have a business.
With spots prepared for broadcast on radio, films for TV, digital platforms such as YouTube, social networks and banners for billboards in external environments and strategic locations, the communication presents an optimistic tone in all formats in which entrepreneurs resolve the pause that debt causes business by adhering to the countless possibilities offered by the state program.
To represent this change in entrepreneurial behavior, the campaign uses two well-known graphic signs in its actions: the pause and play icons. The symbols, commonly seen every day on streaming and YouTube, became the star of the campaign by disseminating the concept of overcoming and reinforcing the program as an ally to taxpayers to generate new financial energy for the business.
The campaign also foresees strategic actions with advertising inserted on panels attached to clocks and digital street thermometers. In them, messages will be personalized and according to the commercial characteristics of each region.
