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Bricks From Mariana

Download WEB 480×270 px HQ coming soon
basics
Industry: Public interest & Non-profit
Media:Direct Market
Market:Brazil
Style: Minimalism
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Planner:
Director of Photography:
Other credit:RTVC: Nicole Godoy, Mariana Mendes, Natacha Veiga, Ian Inglez, Felipe Bartorilla
Chief Executive Officer: Sergio Prandini
Production House: Michel Coeli
Geotechnology Consultanting: Evandro da Gama
Felipe Bartorilla, Alexandre Britto, Online Editor
Executive Producer: Fernando de Souza, Isabelle Tanugi, Carlos Paiva, Fernanda Rossi
Account Team: Luciana Albuquerque
Agency Producer: Robinson Silva, George Cruz
Chief Operating Officer: Marcia Esteves
Digital Production: Maya and Studio Manga Team
Project Manager: Nathália Beividas
Image Production House: Lemonade Team
Sound Producer: Lourenço Rolon Jr
Industrial Production: EcoBrick Team
descriptioncnen
Synopsis
On November 5, 2015, the region of Mariana, in the state of Minas Gerais, collapsed because of one of the greatest environmental disasters in the history of Brazil. With the failure of a Dam, a sea of mud covered dozens of cities, decimated lives, and destroyed the environment. According to experts, it will take over than a decade for the region to recover. But we know that the affected communities can’t wait a minute longer.
Relevancy
Bricks from Mariana is a game-changing idea that has the potential to achieve a deep and positive impact in the live of people from the region of Mariana in different aspects: social, environmental and financial. We needed to call the attention of the country to show that the solution was viable enough to rebuild Mariana. And we got it with no media investment. With only 3,000 bricks we were able to get all the most important media in Brazil talking about the project. The idea itself brought the subject to discussion in a relevant way for the for the country.
Campaign Description
Through a fully sustainable and viable method, we are transforming the same mud that destroyed the region into a product that helps rebuild it: bricks. Bricks from Mariana is a new independent brand created to help rebuild Mariana and support local communities. An artist from the same estate as the tragedy made the illustration of the package of Bricks from Mariana and the design of the project was inspired by the region’s local art.
Execution
Using this raw material, we have been producing batches of Bricks from Mariana by hand since January of this year, in partnership with Ecobrick. By the end of this month, a new batch will be ready, totaling 3,000 bricks. The projects initial acceptance incentivized us to take a step forward and create a way to broaden the idea’s impact, producing the bricks industrially.So, we developed a plan for a factory, with all of the necessary technical and operational details, that is ready to leave the drawing board and come to life as soon as it obtains funding.The factory project will use a 100% local workforce, returning direct and indirect employment to 80 people;; each year, 1.2 million bricks can be produced, enough to rebuild homes and community centers for up to 33 families; finally, excess production will be sold in construction material outlets throughout Brazil.
Outcome
With only 3,000 bricks we were able to get all the most important media in Brazil talking about the project, showing that it is viable to use the same thing that destroyed the region to rebuild it. The idea brought the subject to discussion in a big and relevant way for the whole country and proved that it is possible to make something to hasten the recovery rather than just wait for the justice to happen.
Strategy
Bricks from Mariana was created from the idea of transforming the mud into a product that helps the reconstruction of the affected region in different aspects: social, environmental and financial.We had a hypothesis that it would be possible to create the biggest symbol of reconstruction from the mud itself: bricks. And, because of that, we went looking for a geotechnology and georesources engineering consultant, who was able to turn the mud into clean and non-toxic raw material for the production of ecological bricks.
awards
Cannes Lions International Festival of Creativity 2016
Shortlist Direct
Public Health & Safety
Cannes Lions International Festival of Creativity 2016
Shortlist Direct
Dimensional Mailing
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