Braskem’s advertising campaign highlights industry relevance

The initiative strengthens the role of chemistry as a catalyst for economic development

Braskem, the largest petrochemical company in the Americas and the world leader in biopolymers, is launching an advertising campaign that highlights the industry’s strategic role in the Brazilian economy. In this context, the campaign will emphasize the importance of the chemical and petrochemical industry as essential to the development of numerous supply chains.

Called “No industry,” Braskem’s new campaign is composed of films broadcast on pay TV, ads in newspapers and magazines, news channels, and economic information on the Internet, as well as panels in airports. The placement of advertising pieces of the campaign, produced by the agency Africa Zero, will begin on November 25.

According to a recent study*, the chemical and petrochemical industry is characterized as one of the sectors that drive economic activity. Thus, this production sector, which supplies basic and intermediate inputs for other industrial chains, can be acknowledged as the “industry of industries.” According to estimates by the International Council of Chemical Associations (ICCA), chemicals and thermoplastic resins are found in 95% of all manufactured goods.

“At a time when the competitiveness of the Brazilian economy is affected by the current situation, it is crucial to affirm the strength of the industry as a catalyst for economic growth,” said the Institutional Marketing Director of Braskem, Claudia Bocciardi. “In this process, Braskem plays a key role in contributing to the development of numerous supply chains, helping to improve the lives of people.”

*Valor Econômico, on 10/28.

**http://www.icca-chem.org/ICCADocs/ICCA%20Roadmap%20Summary.pdf

MEDIA CAMPAIGN

Based on the question “How important is the industry for Brazil?”, the film being broadcast on pay TV highlights a number of situations in which the industry plays a key role in people’s daily lives. With scenes featuring top scenes in photo shoots, a voiceover narration refers to the importance of the industry: “Without the fashion industry, we would not be delighted with them.” In another scene featuring images of aviation pioneering, the narration says, “the aviation industry would not exist without it.” A racing driver celebrates a victory, followed by the phrase: “without the auto industry, we would not have so many idols.” It is followed by examples of the medical and music industries. In the end, the message points out that “the chemical industry is the basis of all these industries. Therefore, Braskem is proud to help produce a country that is as strong as its people.”. The following signature is then shown: “Braskem. Strategic for Brazil, innovative for the world.”.

In the pieces for print media, the illustrations feature questions such as “Why Braskem is strategic for Brazil?”, and the answers highlight important aspects of the Company such as “Because it innovate by developing the first plastic produced from sugarcane, a 100% renewable raw material, and was acknowledged as one of the 50 most innovative companies in the world” and “Because it thinks sustainably and creates and implements projects to reuse water for industrial purposes, reusing 13 billion liters of water per year.”.

PROMOTION OF THE “NO INDUSTRY” CAMPAIGN

Period: November 25 to December 19, 2014

Pay TV: GloboNews, Band News, Record News, CNN, Bloomberg, Discovery Channel, History Channel, National Geographic, SportTV, ESPN, Fox, TNT, Telecine, Megapix, and TAM in-flight TV

Newspapers: O Estado de S. Paulo, Folha de S. Paulo, Valor Econômico, O Globo, Brasil Econômico, DCI, Correio Braziliense

Magazines: Veja, Exame, Isto É, Época and Carta Capital

Internet: Portals G1, O Globo and UOL

Airport Media: Panels on landing areas of the airports of Congonhas, in São Paulo; Santos Dumont and RIOgaleão, in Rio de Janeiro; and Juscelino Kubitschek, in Brasília.

BRASKEM CAMPAIGN TECHNICAL DATA

Film

Title: NO INDUSTRY

Duration: 1X60” | 1X30”

Advertiser: BRASKEM S/A

Product: Institucional

Agency: Africa Zero

Creation: Andrea Siqueira, Jeferson Rocha, André Batista e Thomas Davini

Creative Directors: Andrea Siqueira, Jeferson Rocha

General Creative Director: Sergio Gordilho

Production/Agency: Rodrigo Ferrari / Patricia Melito/ Leonardo de Jesus / Marcela Pereira

Service: Cláudio Kalim, Cintia Hachiya, Priscila Navarro, Ana Paula Ferreira, Ligia Cavalieri

Planning: Cintia Cavalli, Mariana Castello Branco

Media: Eduardo Ferreira, Paulo Ferreira, Lia Fernandes

Producer/Film: Delicatessen Filmes

Director: João Nuno

Director of Photography: Andre Madugno

Assembly: Leandro Ferrari

Post-Production: Pix Post

Final Editing: Leandro Ferrari

Producer Service: Mariana Pinheiro

Producer/Sound: Timbre

Production/Sound: Mairena

Voiceover: Natalia Barros

Producer Service: Mairena

Print Media

Title: How important is the Industry to Brazil? / Why is Braskem strategic to Brazil? / A strong country is built with a strong chemical industry.

Advertiser: BRASKEM S/A

Product: Institutional

Agency: Africa Zero

Creation: Andrea Siqueira, Fábio Has, Jeferson Rocha

Creative Director: Andrea Siqueira, Jeferson Rocha

General Creative Director: Sergio Gordilho

Service: Cláudio Kalim, Cintia Hachiya, Priscila Navarro, Ana Paula Ferreira, Ligia Cavalieri

Planning: Cintia Cavalli, Mariana Castello Branco

Media: Eduardo Ferreira, Paulo Ferreira, Lia Fernandes

Graphic Production: Carla Lustosa, Edson Harada

Art Buyer: Carmen Castillo, Adriana Saranga

Photographer: Paulo Mancini

Illustration/Image Treatment: Miagui

Final Editing/Pre-media: Casa do Vaticano