Action concept highlights people, accents and country colors
In its new institutional campaign, Azul decided to embrace the sky in Brazil. Named ‘O Céu é Azul’, the action is an invitation to make dreams come true, based on the principle that all dreams are under the same sky. The concept also highlights all the richness of people, accents, colors and loves that are under the sky of Brazil.
The launch takes place with a 60” institutional film, which presents the campaign concept, a 15” film on open TV and then follows with pieces for all channels, both nationally and regionally – TV, radio, magazine, newspaper, digital, OOH – and on TVs de Bordo and Revista Azul, until July, encompassing the high season period.
“Azul is already the company that serves the most destinations in Brazil and offers a unique flight experience, recognized by our Customers. Why, then, not appropriate something that is very much ours? Here, our sky is always Blue”, says Daniel Bicudo, Azul’s marketing and business director.
The new signature, which replaces “Where dreams fly”, will also have internal communication actions aimed at crew members to communicate the repositioning of the brand.
