As Brazil seeks to clean up their streets and reduce visual clutter, it challenges advertisers to reach consumers in new ways. Some cities have banned the use of billboards, paper flyers, painted advertisement on buildings and ads printed on taxis, buses and even aircraft, with São Paulo being the first of these cities to implement “Cidade Limpa” or the clean city campaign in 2007. This movement was highly unpopular initially due to job loss, but as the image of the city was cleaned up, many others jumped on board leaving advertisers challenged to find new ways to reach their target audiences.
One of the largest privately owned advertising agencies in Brazil, Heads Propoganda, owned by Cláudio Loureiro Heads, has tackled this dilemma head on and constantly strives to bring fresh and innovative solutions to the problems that arise from industry changes. He partook in negotiations to bring the award winning American film director to shoot in Rio de Janeiro to show off the natural beauty and the colorful culture of this historic city. Grand scale, outside the box thinking such as this has brought in significant revenue, as well as changing the face of advertising in the constantly evolving advertising.
As billboards and direct visual advertisements are taken down and eliminated in Brazil, agencies have been challenged and succeeded in winning international awards for advertising. Competition has lead agencies to trying to outdo each other, valuing creativity over strategy, which resulted in showcasing the country’s beauty, sensuality and rich culture.