This activity’s main objective is to voice the new Jazz talents, being therefore directed to a young and alternative public.
The communication system ventured essentially in alternative means, through maintenance and stimulation of the online communities. All the materials were developed in coordination with the classic communication channels: posters, flyers, mupis, printed media and radio.
The results reached by the brand overcame the organization’s initial expectations, since it created a niche public that boosted the main event. The solution found for the global event image was found along with designer Rita Jacobetty, intending to highlight the “Youth Talent” in a memorable and challenging figure.
Hence, the result was obtained using the innocence and irreverence from the “Pinipom” figure, an icon of the children imagination in these generations.
