Gerdau, a Brazilian steel producer and scrap metal recycler, is present at Rock in Rio Brazil 2024 with an integrated campaign that portrays the concept of circularity in the recycling chain, from scrap metal to steel products. For the second consecutive edition, 100% recyclable Gerdau steel will be present in the Palco Mundo stage, marking the continuation of a union of purposes that began in 2022 and that takes into account aspects of sustainability and innovation.
The public will be impacted by a series of media actions Out Of Home (OOH) campaigns that highlight the transformation and impact of recycling in formats that combine music and sustainability. The campaign messages will be visible at the airports of RIOgaleão (RJ), Santos Dumont (RJ), Congonhas (SP) and Confins (MG), as well as bus shelters, LED panels, commercial buildings and newsstands throughout Rio de Janeiro, São Paulo and Minas Gerais. Gerdau will also be present in the media with the broadcasting of its advertising film about the partnership on open and closed TV, in addition to communications in other online and offline media.
Although Gerdau operates predominantly as a B2B industry, the company adopts a B2P (Business to People) approach, seeking to create memorable experiences for festival fans. Participating in Rock in Rio offers Gerdau the opportunity to share its knowledge about the steel universe, decommoditize the industry and reposition the brand. “The public will have the chance to learn more about the steel value chain, an infinitely recyclable material with positive environmental and social impacts. Our connection with Rock in Rio makes Gerdau a more cool and modern, allowing a closer dialogue with society”, says Pedro Torres, Director of Communication and Institutional Relations at Gerdau.
Gerdau transforms 11 million tons of scrap into steel every year. More than 70% of the company’s production comes from the recycling process, helping the company produce steel while emitting less than half the global average greenhouse gas emissions from the steel industry.