Upon completing four years of existence, the CNN Brazil launches new institutional campaign where it presents its positioning. The initiative is the result of the evolution of the brand’s journalism proposal that has been built under the leadership of Virglio Abranches, vice-president of Journalism, Content and Operations. Since taking charge of the outlet’s newsroom, the executive has reinforced the pillars of agility, balance and relevance at CNN Brasil. The new campaign invites the public to reflect, bringing a new signature: Think carefully, think CNN.
The kickoff was given on the night of March 18th, at the dinner that celebrated CNN Brasil’s birthday. On the occasion, Joo Camargo, executive president of the CNN Brasil Board, toasted the date and showed to a restricted audience of guests, including authorities and personalities from the world of business and arts, the premiere of the 60’s manifesto film, the campaign’s flagship.
Last year, we reached goals that had never been achieved. We broke the record for visits to the website, we grew exponentially the number of people who watch us live or on demand on YouTube and we continued to win over users with economic, political and international content, of course, as well as entertainment and sport. We structured our proprietary events platform, CNN Talks, a new business unit that connects the voices of the biggest personalities from the public and private sectors, boosting dialogue about Brazil, says Camargo.
In the film, anchors from CNN Brasil appear as off-screen narrators: Carol Nogueira, Gustavo Uribe, Tain Falco, Raquel Landim, Leandro Magalhes, Mrcio Gomes, Elisa Veeck and William Waack. The production shows side by side scenes of remarkable events and personalities that have been appearing in the news, so that, with a simple glance, you can see the other side of each story reported.
In addition to the main film, the campaign includes a version of 30, and also three more themed films that build the pillars individually, namely: balance, with Elisa Veeck; relevance, with William Waack and agility, with Mrcio Gomes. The strategy also includes digital content and printed advertisements that provide contexts about reflection.
By reinforcing the pillars of relevance, balance and agility, we are making it clear that CNN Brasil is what journalism, as a category, should be. Our offer to the public is based on focusing on what really matters, in a serious and calm manner. In signing, the idea is to encourage the public not to be a mere spectator of the news, but rather to invite them, through our journalism and analysis, on all platforms, to increasingly gather elements of evaluating reality to form an opinion, highlights Mariana Cantarelli, director of Marketing and Commercial Strategy at CNN Brasil.
The production also comes with a change in the signature: ‘Think carefully, think CNN’.
TECHNICAL SHEET
Title: Repositioning Campaign – Film Pense Bem
Client: CNN Brasil
Client approval: Virgilio Abranches, Mariana Cantarelli, Camila Mammoccio and Juliana Antunes
Product: Institutional
New Agency
Creative Director: Paulo Lima
Editor: Mrcio Freitas
Art Direction: Paulo Ribas, Diogo Sousa and Philipe Campos
CEO: Nelson Vilalva
Executive Director of Customer Service: Ana Paula Rangel
Head of Planning: Lucas Garbalha
Production Manager: Ticiana Rocha
RTV: Carol Martins | Rafael Sousa
Graphic Production: Rafael Toscano | Andreiza Oliveira
Head of media: Estanley Cunha
Media Digital: rica Castro
Film Production Company: A Casa da Comunicao
Directed by: João Menino
Director of Photography: Joo Frohlich
Executive producers: Rafa Rabelo and Mrcio Lemos
Production Coordination: De Paula and Lu Carneiro
Assistant Director: Dbora Baptistella Yazbek
Art Director: Joana Mackenzie Castro
Production Director: Daniel Oliver
VFX House: Plural
VFX Creative Director: Lucas Rodrigues
VFX Supervisor / Senior Composer: Lucas Rodrigues
Ass. Flame: (we do not use this software do not film)
Post-Production Coordinator: Louise Quenehen
Motion Lead Artist: Lucas Rodrigues
Comp: Pedro Frana, Diogo Copriva, Pedro Ferreira, Eliezer Carvalho and Leandro Miranda
Customer service: Eunice Marquez
Sound producer: Of course! Service: Letcia Almeida. Artistic Direction: Milton Min. Musical Production: Andr Ribeiro. Sound Designer: Renan Toledo.
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