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National Cerrado Day

Campaign
Agency Network: 
Published/Aired: 
December 2019
SENAC/GO / SESC/GO / FECOMERCIO/GO: National Cerrado Day

Description

Cerrado is a huge biome of central Brazil that is suffering greatly with deforestation and intentional burning of native flora. Its name is phonetically identical to "serrado", which means "sawed-off" in Portuguese. The ads use this similarity between the words with the intention of appearing to be a typo, and then revealing that it is part of the campaign's concept, explaining that the misspelled word "is not a revision error. It is a vision error", because the practice of cutting down the Cerrado will have even deeper consequences in the future, should it continue.

Digital advertisement created by Stylus Propaganda, Brazil for SENAC/GO, within the category: Public Interest, NGO.

Advertising Agency: Stylus Propaganda, Goiânia, Brazil
Head Of Creation: Hamilton Carneiro
Creative Director, Copywriter: Pedro Carneiro
Art Director: Juverson Garcez
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