Clube De Criacao De Sao Paulo: Case study

Credits & Description:

Brand CLUBE DE CRIACAO
FCB BRASIL Sao Paulo, Brazil Entrant Company
FCB BRASIL Sao Paulo, Brazil Idea Creation
SAIGON Sao Paulo, Brazil Production
ON PROJEçõES São Paulo, BRAZIL Production
Bleach Post Sao Paolo, Brazil Production
VOCODER São Paulo, BRAZIL Production
Joanna Monteiro FCB Brasil Chief Creative Officer
Fabio Simões FCB Brasil Executive Creative Director
Romero Cavalcanti FCB Brasil Creative Director
Rafael Beretta FCB Brasil Art Director
Juliana Utsch FCB Brasil Art Director
Yan Esteves FCB Brasil Art Director
Romero Cavalcanti FCB Brasil Copywriter
Sofia Calvit FCB Brasil Copywriter
Nikola Salim FCB Brasil Copywriter
Pevê Azevedo FCB Brasil Art Assistant
Elton Longhi FCB Brasil Executive Account Director
Pedro Fuhrer FCB Brasil Account Director
Vanessa Hannud FCB Brasil Account Supervisor
Isabel Lunardelli FCB Brasil Account Assistant
Fábio Freitas FCB Brasil Media Executive Vice President
Vinícius Loschiavo FCB Brasil Media Director
Suelen Mariano FCB Brasil Project Manager
Charles Nobili FCB Brasil Director of brand content and RTVC
Ricardo Magozo FCB Brasil TV Producer
Pedro Lazzuri FCB Brasil TV Producer
Mariana Golpian FCB Brasil Assistant Production
Natasha Zaminiani FCB Brasil Assistant Production
João Albertini FCB Brasil Production Manager
Daniela Fonseca FCB Brasil Production Assistant
Camila Galdêncio FCB Brasil Production Assistant
Rodrigo Resende FCB Brasil Editor
Eduardo Dória FCB Brasil Editor
Marcio Bueno FCB Brasil Director of Projects and Technology
Victor Odo FCB Brasil Creative Technologist
Fernando Campos Clube de Criação President

Entry Summary
The Brazilian Creative Club is the most important advertising institution in the country. Since 2012, the Club promotes its own Festival, that awards the creative work that stood out during the year and that brings great names to discuss all areas of creativity. Each year, the Festival has a different theme, a new campaign and a new branding to encourage people to attend.

Advertising Format Other
For 2017, the fleeting quality of ideas inspired us to create an ever-changing campaign. Using an exclusive algorithm, we developed posters that were mutable in all aspects: logo, tagline, colors and specially type. An exclusive algorithm generated every possible form of the 26 letters of the alphabet, which changed in real time online and in guerrilla projections in São Paulo. The typography process started by creating a grid based on the original Creative Club’s logo – a star, with 55 intersection points. We then established those points as a guideline for the algorithm. Each letter should respect the intersections and still maintain a form that was recognizable. The result was a typography animated in real time by its own changes.