Cemig: MINIMAL ENERGY

Credits & Description:

Advertiser: CEMIG
Agency: PERFIL 252
Category: Exhibitions & Live Events
Advertising campaign: MINIMAL ENERGY
CEO: Carlos Eduardo Porto Moreno (Perfil252)
Art Director: Francisco Valle (Perfil252)
Illustrator: Francisco Valle (Perfil252)
Creative Director: Márcia Lima (Perfil252)
Copywriter: Adriano Docconi (Perfil252)
Account Executive: Fernanda Cursino (Perfil252)
Head Of Art: Marcos Pina (Perfil252)
Account Director: Cristiane Almeida (Perfil252)
Advertiser's Superintendent: Tereza Crêspo De Rezende (Cemig)
Graphic Producer: Thiago Coelho (Perfil252)

Client Brief Or Objective
CEMIG, Minas Gerais power company, organized a major event on Energy Efficiency with representatives from the whole country. For two days, the sustainability issue was everywhere, with guests’ lectures and debates. Therefore, the event could not be communicated through advertisement alone.

Implementation
Twelve posters showed music and cinema icons portrayed with as few traces as possible, provoking an irreverent reflection on conscious consumption. Completing the pieces, came the following concepts: “Movies without waste. Don’t leave the TV on.” and “Music without waste. Don’t leave the stereo on.”In addition, for visitors’ enjoyment, the gallery relied on a music edition and soundtracks from the movies and artists portrayed in the posters.

Outcome
The exhibition space of Cemig received a number of visitors above usual throughout the event. The exhibition was also on the agenda for the state's main culture publications. And especially during an event with the most important energy trade professionals in Brazil, energy waste and conscious consumption were the main topic of conversations.

Brief Explanation
An art exhibit was created and shown for the entire week of the event at company’s gallery. To show how important energy efficiency is, waste was also avoided in the design.