Film shows how iron, copper and nickel are present in daily tasks such as making coffee and watching TV.
A Vale launched the first phase of its institutional campaign. The film, created by the agency Africa Creative, addresses how everything in life has minerals. Iron, copper and nickel are three of the main elements produced by the mining company and are included in everyone’s routine, even if it is not noticeable. The aim of the film is to bring light to the importance of these components in an organic and informative way.
“In a humanized and affectionate way, we show how minerals are present in everyday activities in our routine, which reinforces the importance of Vale and materializes its purpose, of existing to improve lives and transform the future. Every day, practically at every moment, we come into contact with some of these elements without realizing it. This clarity about the role of mining is fundamental in the current global context, since minerals are essential for us to advance in the energy transition that the world urgently needs to make”, says Leandro Modé, Vale’s Communications Director.
Heating water to make coffee, watching your favorite program on television, browsing social media, seeing a baby on ultrasound and washing your hands, all of these activities are part of our daily lives and contain minerals. Therefore, Vale, one of the largest mining companies in the world, also reinforces its presence and need in people’s daily lives.
Watch below:
The film aired during the Jornal Nacional break on TV Globo on May 28th. Also airing on paid television channels, the campaign also features digital media, social networks and OOH activations in Belém (PA), Belo Horizonte (MG), Vitória (ES), São Luís (MA) and Brasília (DF). The film has sound production by S de Samba, with musical direction by Wilson Simoninha and Jair Oliveira.
“It is Vale’s first major campaign of the year and Africa Creative is proud to be part of this moment in which the company shows how minerals are present in people’s daily lives. The new film has scenes that bring back affectionate memories, such as a baby’s ultrasound, the cake at grandmother’s house and the kitchen clock. But, our true intention is to show in practice how Vale is present in different areas and has an undeniable importance in our lives”, concludes Márcio Santoro, partner, co-president and CEO of Africa Creative.
Datasheet
Customer: Ok
Product: Institutional
Title/Duration: Ores
CEO: Márcio Santoro
co-COO: Veronica Gordilho
Service: Paulo Celso Freitas and Raquel Verissimo
Media: Peter Eustachio, Jefferson Sales, Bruna Guise and Marcela Cantarin
CCO: Sergio Gordilho
co-CCO: Joanna Monteiro
ECD: Aaron Sutton
Creation: Rodrigo Fernandes, Guilherme Valverde and Pedro Paulo Mesquita
RTV: Rodrigo Ferrari, Tais Olhiara and Vivi Guedes
Production: Hungry Man
Directed by: JC Feyer
Managing Partner: Alex Mehedff
Executive Producer: Alex Mehedff e Sarina D’Avila
Executive Creative Producer: Fabio Pinheiro
Creative Assistant: Leonardo Godinho and Vitória Zamfolini
Line Producer: Flavia Sereno and Fernanda Kalume
Post Line Producer: Maribê
Head of Production: Gabriel Sidorenko
In-house Production Coordinator: Rafaela Pellegrini
Assistant Coordinator: Wesley de Oliveira
Business Affairs Manager: Matheus Rosa
AD: Bruno Romboli
Director of Photography: Fernando Bertolucci
Art Director: Eduardo Correa Kissajikian (Krocs)
Costume designer: Giovanna Moretto
Production Director: Valeria Amorim
Cast Production: Mariana Carneiro
Head of Post Production: Rodrigo Oliveira
Post Production Team: JP Oliveira e Michael Eduardo
Editor: Jon Kadocsa
Finisher: Troop Post
Post-producer: Mosaico
Color Grading: Marla Colour Grading
Sound Producer: S de Samba
Musical Direction: Wilson Simoninha and Jair Oliveira
Music Producer: Diego Guimaraes and Wesley Amorim
Sound designer: Antonio Arruda and Raphael Mancini
Voiceover: Adilia Belotti
Coordination: Lara Fratucelli
Executive Director: Meg Magro
Vale Approval: Leandro Modé, Paula Silvino, Natalia Menezes and Eduardo Mauro
*Cover photo: Disclosure/Vale
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