To present the plurality of technological solutions, as well as business diversification, Positivo Tecnologia launches the second phase of the company’s recent advertising campaign. Produced by Tech&Soulthe film highlights the company’s broad portfolio: in addition to computers, smartphones and tablets for which the company has greater recognition, there are other products that are also part of companies, schools and public institutions.
They range from servers and solutions for IT infrastructure to devices for smart homes and electronic security, payment solutions, educational technology and services such as HaaS (Hardware as a Service, which includes equipment rental) and IT technical support. The second phase of the advertising campaign began on March 24, during breaks between Fantstico and Big Brother Brasil, Rede Globo programs.
The film is set to sound with a classic of Brazilian music: ‘Gita’, a song immortalized in the voice of Raul Seixas. After the first broadcast, the campaign will also be broadcast on other open TV channels, billboards and external panels or in buildings (OOH), in addition to digital media such as social networks, news portals, instant messaging platforms and YouTube.
Furthermore, it makes an analogy between the products and services of the Brazilian technology company, which will celebrate its 35th anniversary in 2024. It also coincides with another milestone for the song which, in 2024, will celebrate its 50th anniversary. The soundtrack connects with images of the daily lives of people and organizations, in addition to the presence of technological solutions. It also highlights the achievement of 60 million devices manufactured in Brazil by Positivo Tecnologia since its foundation in 1989.
Such solutions, the advertising piece demonstrates, make people’s lives better and more intelligent, a purpose adopted by the company. Furthermore, it is seen in the film that Positivo Tecnologia’s products and services boost customers’ businesses and processes. The motto used in the campaign is ‘Positivo Tecnologia, the innovation you live’.
The idea is to promote a reflection that, at some point or situation, the plurality of Positivo Tecnologia’s solutions is part of Brazilian history. It shows that we operate in different business segments. People will be able to recognize the breadth of our portfolio. You will understand how we value being a Brazilian technology company and how much we make innovations to improve connectivity, says Alexandre Colnaghi, Marketing Director at Positivo Tecnologia.
The first film of Positivo Tecnologia’s advertising campaign was released in October 2023. To the sound of ‘Metamorfose Ambulante’, it highlighted the emergence of the company, founded in 1989 and created in a classroom at Positivo University, in Curitiba (PR). The music fits into the company’s history by remembering the cycles of transformation and advances in business.
In the second part of the campaign, set to the sound of Gita, the idea is to value today, that is, the company’s current cycle of transformation, based on the diversity of the business and the plurality of the portfolio.
In this last film, we show that we make much more technology than people imagine. We are able to help face the challenges of digital transformation and advances in artificial intelligence. We are the beginning, the end and the middle of all the country’s technological demands”, adds Colnaghi.
The first phase of the campaign was also developed by the Tech&Soul agency. The nationwide media plan included radio stations, billboards and external and building panels, social media and influencers, in addition to news websites. In both the first and second phases to translate the essence of the brand, we rescue eternal classics of Brazilian music within films that end up surprising consumers when they discover the origin, essence and everything that Positivo Tecnologia does. In the second film, in the section Maybe you don’t realize it, but today I’m going to show you, from Gita, the perfect translation for the company’s presence in people’s routine through so many solutions that improve their lives, comments Flávio Waiteman, partner and CCO of Tech&Soul.
TECHNICAL SHEET
Ttulo: Gita
Client: Positivo Tecnologia
Product: Institutional
AGNCIA TECH & SOUL
CCO: Flavio Waiteman
ECD: Daniel Magri
Creative Director: Guga Costa
Digital Creative Director: Juliano Ferrari
Art Direction: Cristiano Bernardo
Editor: Flavio Waiteman and Jhon Meza
Service Manager: Rodrigo Wirth
Executive Producer: Joo Pedro Albuquerque
RTV: Graziela Cristina Barbeiro, Vincius Rocha and Najla Alencar
Production Director: Rogerio Gonalves
Production Assistant: Letcia Bamonte
Project Manager: Patrcia Goulart
General Director of Media: Ana Paula Ventura
Media Managers: João Ernandes and Nancy Vergara
Media Supervisor: João Vitor Paiva
Media Assistant: Zinr Soares
CEO: Claudio Kalim
COO & CFO: Marcelo Zaine
Client Approval: Alexandre Colnaghi, Heloisa Freitas, Rangel Bordinho, Marcus Pereira and Marcelo Andrade
Producer: Asteroide
Executive Director: Guilherme Biglia
Executive Producer: Beppe Fumagalli
Director: Thiago Prestes
Production Director: Cia Braga
Director of Photography: Leonardo Silva
Art Director: Jonas Sanson
Costume designer: Priscila Bedetti
General Ps Coordination: Bogot
PS Coordinator: Jssica Marques
Editing: Thiago Prestes, Caja Guedes and Gssica Secchi
Color Grading: Erick Moraes
Motion Graphics: Thiago Bahia
Supervisor de VFX e 3D: Nyck Maftum
Composers: Nyck Maftum, Thamires S Trindade (sheseagle), Henrique Torres e, Leo Prioli
Photogrammetry Notebook: Guata Maftum
Photo Still: Ann Schwaner
Retouch: Bruna Moraes
Audio producer: Blood Audio
Musical production: Otávio de Moraes
Sound design: Vitor Motter e Rafael Pacheco
Executive Production and Musical Supervision: Dani Monaco
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