Ostenta Senai

The “Senai Ostenta” campaign redefines what it means to flex by celebrating real, meaningful achievements: landing a job, gaining independence, and owning your professional path. With a bold, humorous, and culturally Brazilian tone, the campaign introduces three characters—Cleitinho, Márcia, and Sergião—each representing a different stage in life, from young students entering the job market to adults reinventing themselves and experienced professionals reclaiming their place.

The narrative flips common stereotypes with a simple yet powerful response: “Well yeah, I went to Senai…”, followed by the empowering line “Flex on ’em!”—a playful nod to the confidence that comes from being prepared, skilled, and seen.

More than a campaign, it’s a social statement: technical and professional education is not a second option, it’s the smart one. By using visual humor, short-form storytelling, and authentic representation, the campaign connects with a wide audience and inspires pride in choosing vocational paths.

At its core lies the rallying cry: “Those who go Senai, go big.”
A phrase that transforms a common Brazilian slang—fazer a boa—into a universal message of empowerment, showing that making the smart choice leads to a life full of opportunity, growth, and pride.