Cinear: CINEMA NO RIO

Credits & Description:

Category: Illustration

Advertiser: CINEAR

Product/Service: CULTURAL EVENT

Agency: HARDY DESIGN

Date of First Appearance: Sep 8 2010

Entrant Company: HARDY DESIGN, Belo Horizonte, Mg, BRAZIL

Entry URL: www.cinemanorio.com.br

Creative Director: Mariana Hardy (Hardy Design)

Account Director: Cynthia Gambogi Massote (Hardy Design)

Designer/Illustrator: João Marcelo Emediato (Hardy Design)

Illustrator: Juliano Augusto (Hardy Design)

Graphic Producer: Michele Cantini (Hardy Design)

Project Manager: Marina Lacerda (Hardy Design)

Media placement: Illustration - Brazil - September 2010



Describe the brief from the client

Project Cinema no Rio provides riverside and needy populations (alongside a river called São Francisco) with free access to entertainment and viewing movies, a novelty for those who have never been to a theater before.



Create a visual identity promoting a connection with local culture and, in addition to cinema, help awaken them to a new universe.



Describe the challenges and key objectives

The target is so different from any kind of entertainment or cultural offer that the event had to create an appeal to come close to the public.



Describe how you arrived at the final design

We selected three fish species from the São Francisco River and created “hybrid beings” which incorporate cinematographic equipment in their anatomy. We changed their original colours and created a vibrant palette decorating the villages where the event took place and making them festive.



Give some indication of how successful the outcome was in the market

As an itinerant project, the event covers 45 cities in 5 states alongside the river. This was the 6th edition. The great amount of public interested in the event justifies itself. It's necessary to consider the quality of the experience: in the world where the relationship with reality is each day intermediated by technologies, Cinema no Rio proposes direct access to one of them – the movie.