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Hi, Im Laura
An American expat living in London, I work at Landor, a global branding and design consultancy. So what brought me to Brazil? Ultimately, it was the desire to push myself out of my comfort zone, and use my professional skills in a new way, to give back to a community in need of some help. What I took away were countless lessons from a crash course in team leadership, and a total immersion in Brazilian culture. Plus, my newfound love of caipirinhas
(thats a caipirinha)!
28.9.2012
My team
I didnt have to solve Em Cenas unique challenges alone I had my agency to help me do it. As is sometimes the case for TIE placements, I worked with an experimental agency at a local university called Inata. Led by two professors, ten communications students make up Inata at any one time. When I arrived to see Inata on our very first day together, I was met by a tidal wave of enthusiasm. What the students lacked in professional experience, they made up for with exuberance and a willingness to learn. I had my merry band, and it was time to get to work.
The lovely folks at Inata also realized a lifelong ambition I didnt know I had to be on a billboard!
Event
Collaboration, multidisciplinary curriculum, preparation & performance
Campaign
Capturing and sharing the experience of the event with the broader Coelhos community
In under 24 hours, we designed and produced pamphlets and a banner to announce our event to the children of Em Cena, their families, and the broader Coelhos community. Todos juntos por uma nova cena translates to All together for a new scene our working campaign line.
28.9.2012
The event
Despite some rogue rain clouds that darkened the afternoon, our event at Em Cena was a resounding success. Visit my placement page on the TIE website to view the film of our event, which ultimately became our campaign film. Weve also created 30 second versions for the children to pass from mobile to mobile, and a behind the scenes version for Inata to use as an educational tool.
Quite a turn-out!
28.9.2012
The final image of Em Cena, created by the children, their families, and the community from all the materials 28.9.2012 of the programs multidisciplinary curriculum
We used the joyful final image from the event to create posters to display at bus stops in the Coelhos neighborhood.
Finally, printing the image on t-shirts for each of the Em Cena children has created 60+ walking billboards within the Coelhos community. Now, every part of Em Cenas curriculum gets equal billing. 28.9.2012
My incredible host family welcomed me with open arms, supported me throughout my month in Recife, and were the best clients I could have asked for!
Generous support from WPP and Landor allowed me to take part. Tireless commitment from TIE brought everything together, and with the team at Inata and Em Cena, we created a fun and inclusive campaign.
Tchau e obrigada!