Petrobras: ROAD YEAR DIARY

Credits & Description:

Advertiser: PETROBRAS DISTRIBUIDORA
Agency: DIALOGO DESIGN
Category: Calendars
Creative Director: Ricardo Saint-Clair (Dialogo Design)
Creative Director: Rodrigo Westin (Dialogo Design)

Client Brief Or Objective
Petrobras Distribuidora is the largest distributor of petroleum products in Brazil, including a network of 7.000 service stations. In order to build a sustainable system around oil, Petrobras has invested massively in social and eco responsible programs.The brief was to create a year diary presenting all the current major sustainable programs to its employees.

Implementation
Rubber sheets made from tire recycling were used for the cover, as they look like asphalt (including recycled tires from Petrobras’ services stations). To remain cost-effective, only a second yellow elastic band was added, reminding the distribution services and the long road they have ahead. The "moleskine feel" continues with pages designed as a square notebook, encouraging employees to sketch ideas and solutions everyday. Cardboard boxes from Petrobras’ products were re-used for the packaging. At the end of the year, the diary covers can become a picture frame or a noteboard.

Outcome
Even though we had the cost restriction having to keep the same format and binding from previous ones, the Road Year Diary was considered the best one ever. It is common to see employees sketching, drawing and bringing it to gatherings and meetings, even those with job descriptions not related to creating or planning solutions.

Brief Explanation
To engage its employees to be part of the company’s challenge and transformation. However, it should have the same cost, format and binding from the previous standard ones from previous years.