Agency focuses on creating meaningful connections between brands and consumers.
A ASIA presents the creative methodology that governs all of the agency’s deliveries. In an exclusive book, the concepts of Cultural Avenues and the ways of materializing this methodology are explained and developed, which position ASIA beyond traditional advertising.
With the aim of building relevant narratives, from planning to creation, the team seeks points of contact with culture, such as Design, Art, Technology, Games, Sports, Fashion and Music, to create “phygital” connections and experiences (a pun in English for the words “physical” and “digital”), and make relationships between brands and consumers more fluid and full of meaning.
The agency was created in 2022 to welcome Chinese autotech GWM to the Brazilian market. The company’s client portfolio also includes brands Engie Brasil, Senna Brands, Ora, Haval and Women To Watch.
Seven warriors bring the Cultural Avenues to life and translate them through their characteristics, which can be seen in agency websitethe creative search. They are: Mya, Saisei, Akiba, Zod, Yong, Jira and Mahõ. At least one of the Avenues will always be present in the work delivered by the agency. For the arrival of GWM and the launch of the Haval H6, which became the best-selling hybrid in the country, Music and Technology were the Avenues that guided the actions with the concept “Tomorrow is here”.
For Engie Brasil, a leading renewable energy company, the institutional campaign conveys the idea that the clean energy that is transforming the world is the same energy that transforms human beings through sports. Avenida Cultural guides the brand’s actions.
Engie, a supporter of Tennis, recently brought up the debate on gender inequality in sport, with the participation of some of the biggest names in the sport in the country, such as Bia Haddad, Carol Meligeni, Laura Pigossi, Ingrid Martins and Luisa Stefani.
Co-founder and CCO Vico Benevides explains that the warriors are an illustration of the “ASIA way of thinking. Cultural Avenues are bridges that connect brands with people through what defines, interests or represents them. We created a team of transcontinental characters who personify the Avenues and are always ready to awaken the White Tiger, who represents culture in our universe”, he comments.
A special printed edition presents in greater depth the characters that are part of the ASIA methodology. With a limited print run, the material will be sent to opinion makers and partners of the agency. On the website, you can get to know the B-Side of the agency with behind-the-scenes photos and the store with products that allow you to use and wear ASIA, such as caps, sweatshirts, t-shirts and decorative posters.
*Cover photo: Reproduction/ASIA
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