Home of great superheroes

Agency: Amexcom

Today's story Begins with a superhero, loved by all who knew him… Every day brought a new challenge, yet he never gave in. With each adventure, he made amazing friends… Like the winged horse, who sometimes gave him a lift; Or mermaid Bia, who swam like no other, but was often adrift! Our hero faced many unusual situations. He even had to disguise and indulge in silly flirtations! He explored, uncovered secrets, and helped everyone see the world anew… all to the tune of his own personal soundtrack. But, in the end, he knew… His greatest power was believing he could do. APAE CASCAVEL Home of great superheroes!


In an unprecedented campaign, the Amexcom team collaborated to reposition one of the city's most important non-profit institutions. The outcome, as you'll see, is heartwarming!

APAE of Cascavel - Home of great superheroes. With a tight-knit community of students, families, employees, and donors, APAE of Cascavel has been making a difference for over 50 years, currently supporting about 500 students.

However, not everyone is aware of this.

Our challenge was to showcase that you don’t need to look far to find a home of real superheroes. Merging creativity and imagination, our team told a story that occurs daily but often goes unnoticed.

Being a superhero is about more than possessing great strength or the ability to fly; it's about transforming lives and striving for a brighter future.

Together with Leste and FineArt Films, we designed an illustrated campaign for both digital and out-of-home media. We spent months crafting every detail, from the initial idea to the actual storyline, from identity to illustrations, and from the movie to the actual photos.

It's worth noting that all illustrations relate to APAE's structure, activities, and positive impact on the students:

Horseback therapy inspired the winged horse.
Hydrotherapy inspired the mermaid Bia.
Music lessons gave our hero his own soundtrack.

This professional campaign titled 'Home of great superheroes' was published in Brazil in July, 2023. It was created for the brand: APAE, by ad agency: Amexcom. This Film medium campaign is related to the Other industry and contains 1 media asset. It was submitted 4 months ago by Creative Director: Rafael Diego Greiner of Amexcom.


Advertising Agency: Amexcom, Cascavel, Brasil
Production Company: FineArt, Cascavel, Brasil
Creative Director: Rafael Greiner, Carol Mincarone, Eduarda Wielewski
Art Director: Iury Plens
Copywriter: Amanda Baldissera
Ilustration: Leste, Londrina, Brasil


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