The Brazilian Creative Club is an NGO, the most important and respected advertising institution in the country. Since 1975, it works to preserve and recognize creative work in Brazilian advertising. And since 2012, the Club has its own festival, in which it awards the creative works that stood out during last year and brings renowned figures to discuss all areas of creativity. Each year, the festival has a different theme and a new campaign.

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 recently. Each year, the Festival has a different theme and a new campaign.

For 2018, we were inspired by the place where new ideas are born: the unknown. In an integrated campaign, we portrayed emotions felt by those who try to reach the unknown and find a truly great idea.

We created shapes to make 3 of these emotions tangible. To do this, we used generative design, an approach in which the outcome is generated by coding.

Each new parameter added to transformed the shapes completely, making the final result impossible to predict, just like a journey to the unknown.

The shapes became the main element of the festival’s visual identity.

After choosing the unknown as the creative concept of the festival, we had to pick which emotions - of the many existing in a creative process - we would like to approach in the campaign. We chose Agony, Obsession and Allure because each of them represent a different stage of the effort in bringing a great idea to life.

The technique used was generative design, an approach in which the outcome is generated by coding. We saw it as a representation of a journey to the unknown, since we couldn’t predict how the shapes would look like at the end of the process. We just defined basic starting points: the textures and the feel of the animations for each of the 3 shapes.

When we got the final shapes, we created one short video for each of them, with editing style and sound design that also depicted the emotions chosen, as well as other digital and physical pieces like posters, print ads, digital billboards, Instagram Stories, Facebook posts, online banners and all the festival’s materials like backdrops, bags and nametags for participants.

5400 participants in the festival.

15% more than the previous edition.

Consolidation of the Brazilian Creative Club as an organization that cares and understands about creativity.