Gerdau: TURNING THE PAGE

Credits & Description:

Category: Posters

Advertiser: GERDAU

Product/Service: STEEL MILLS

Agency: GAD DESIGN

Date of First Appearance: Jun 1 2010

Entrant Company: GAD DESIGN, Sao Paulo, BRAZIL

EXECUTIVE DIRECTOR: VALPIRIO MONTEIRO (GAD)

ACCOUNT DIRECTOR: DEBORA ELMO (GAD)

ACCOUNT MANAGER: CRISTINA BASSO (GAD)

CREATIVE DIRECTOR: FELIPE HALTENHOFEN (GAD)

COPYWRITER: BEATRIZ PINTO RIBEIRO (GAD)

DESKTOPUBLISHING: CHRISTIAN VIEIRA (GAD)

GRAPHIC PRODUCER: FABIANA CRIPPA (GAD)

ACCOUNT MANAGER: FELIPE COUTO DE ASSIS BRASIL (GAD)

Media placement: Poster - Employees Communication Boards - 1 June 2010



Describe the brief from the client

Create an internal marketing campaign for one of the world's largest steelmakers, Gerdau, that has a focus on the environment highlighting three issues: water pollution, the accumulation of garbage, and air pollution. Also, demonstrate the company's own concern regarding the planet’s well-being.



Describe the challenges and key objectives

The biggest challenge was to provide a greater impact and give more relevance to the theme and the dates in question, in addition to internally changing employees’ point of view that Gerdau is a Company that pollutes and is unconcerned with the environment.



Describe how you arrived at the final design

We developed the slogan, "Help turn the page", with the idea of applying a transparency sheet over the campaign posters. This created a more interactive interface in the communication piece. Thus, the campaign showed employees how the attitude of each and every person can help change the planet's future, while presenting a more highly-impacted and perceived campaign within the company.



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

The campaign helped in the understanding of the Company's values ​​in relation to sustainability, commitment and helped to create an awareness that the Company is responsible for the environment.