“Aquários”: projeto de campanha institucional para a marca Ahazando

Abstract

The present work aims to produce an institutional campaign for the brand Ahazando. The main influence for the development of this work's theme was through the bibliographical research which shows that the world undergoes a change of era where the habits, concepts, ideas and customs of the society are being altered and, in this context, many minorities were oppressed or debased by some individuals. Considering that the brand Ahazando has in its purpose the fight for diversity, according to Zé Filho, brand owner, emerged the motivation to the creation of an institutional campaign for the brand, which exalts the Ahazando’s political and social thoughts through the photographic production of an editorial named "Aquários" because, according to the bibliographic studies of the book “Moda com Propósito”, the author André Carvalhal, affirms that we are migrating from an era governed by the sign of Pisces and entering a new era governed by the sign of Aquarius, so the choice of the name. Using the strength of the photographic image, the strategy to transmit the brand's images and messages, both in the online media, with digital communication, and offline through billboards, was devised. As it is an institutional campaign for Ahazando, which has the diversity as a strong purpose, were chosen models with varied biotypes that represent the themes addressed in the course of the editorial.