To position a radio station known for promoting dialogue and a pluralistic view of the world at a time of radical political polarization in Brazil, when people needed help to open their eyes, I helped create a brand campaign with a powerful message encouraging people to learn to disagree.
The campaign was the main initiative to reposition CBN Radio in Brazil, generating a good amount of buzz, high number of views, impressions and engagement with the campaign. Recognized at global and local festivals like D&AD and Brazilian Creative Club (Online Video & Viral Films).
https://adage.com/creativity/work/cbn-condemnations/953106
https://propmark.com.br/opiniao-custa-a-vida-de-pessoas-em-nova-campanha-da-cbn/
Position: Senior Strategist
Role: Brand Strategy / Creative Strategy
Agency:
Client:
