Action created by Ogilvy Brasil is part of the brand’s 70th anniversary celebrations
Petrobras celebrated its 70th anniversary in 2023 and, to commemorate the date, it promoted several actions structured around the concept “Brazil is Our Energy”.
As part of the celebration project, the company presented Petrohype, one of the actions created by Ogilvy Brasil and which invited five designers with the aim of reinterpreting the company’s traditional orange jacket.
The main intention of the initiative is to celebrate regional and cultural diversity, valuing the creative economy through the work of young designers who represent the five regions of Brazil and bringing the brand closer to young people through fashion.
The pieces, created just for the action, will be presented on social media with posts made by different content creators who will also be part of the action, as a way of engaging the public.
The format chosen for the posts is the “GRWM” (Get Ready With Me) trend on TikTok, with weekly posts. The first will bring stylist Pedro Andrade and influencer Luca Scarpelli, from the Southeast region.