We created the campaign for the Creative Club Festival, which will mark the organization’s 42nd anniversary. The campaign addresses the concept of "always beta," in which things don't stay new for long and reinventing oneself isn’t enough anymore. In light of that, the signature for the sixth edition of the festival is: RE-RETHINK. RE-RELOAD. RE-REBORN. RE-RESTART. RE-RESET. RE-REFRESH. The official launch is set to take place a few days after the manifesto is published by the president of the club, Fernando Campos.
The communications contain a series of statements on posters that were entirely created through programming. An exclusive and mutating font was created using the star of the club as inspiration. There are hundreds of variations of each letter forming phrases like: "This is so last scroll", "Next is the new last", "I had this idea tomorrow", "New is only new the first time it’s new", "Everything becomes old so fast that I saw this idea before seeing it", "Early adopters are late" and "Where did you graduate? From the old school?"
The mutating posters were projected using a guerilla action over the course of a week at different locations in São Paulo, such as the Image and Sound Museum, Roosevelt Park, 9 de Julho Viewpoint, São Paulo Museum of Art (MASP), Pacaembu Stadium, façades of residential apartment buildings, universities and at the event itself. The goal of the action was to bring the posters into the daily lives of São Paulo residents and to attract a diverse audience to the event, who appreciate art, technology and other creative fields.

Furthermore, the campaign also features digital urban furniture, banners, social network accounts, the festival's entire identity and an online video. Since 2012, the Creative Club Festival has hosted the event that addresses the creative economy in various media, in addition to the advertising market. The event will feature both Brazilian and foreign participants from the creative, fashion, architecture, culinary and technology industries, among others.

*How we created the exclusive font for the Festival*

Awards:

Bronze - Industry Craft - Cannes 2018
Bronze - Graphic Design - Clio Awards 2018
Wood Pencil Typography for Advertising - D&AD 2018
Gold - Digital: Typography - London International Awards 2018
Bronze - Design: Use of Typography Campaign - El Ojo de Iberoamérica 2018
Bronze - Industry Craft / Typography - Wave Festival 2018
Bronze - Art Direction - Brazilian Creative Club Festival 2018
Silver - Design - Brazilian Creative Club Festival 2018

Agency: FCB Brasil

Client: Clube de Criação
Title: RE-
Chief Creative Director: Joanna Monteiro
Creative Executive Director: Fabio Simões
Creative Director: Romero Cavalcanti
Art Director: Rafael Beretta, Juliana Utsch and Yan Esteves
Copywriters: Romero Cavalcanti, Sofia Calvit and Nikola Salim
Art Assistant: Paulo Azevedo
Projects: Suelen Mariano
Account: Elton Longhi, Pedro Fuhrer, Vanessa Hannud and Isabel Lunardelli
Media: Fábio Freitas and Vinícius Loschiavo
RTV: Charles Nobili, Ricardo Magozo, Pedro Lazzuri, Mariana Golpian and Natasha Zaminiani.
Production Company: Saigon
Director: Silvio Cunha
Executive Producer: Marcelo Altschuler
Producer Account: Fernanda Gomes and Karina Bueno
Photography Director: Felipe Hermini
Production Coordinator: Carol Pessini and Marina Blum
Editor/Assembler: Kleber Araujo
Finalizer: Fabio Abreu
Color: Bleach Sergio Pasqualine
Sound Production Company: Vocoder
Production: The Vocoder team
Graphical Production: João Albertini, Daniela Fonseca and Camila Galdêncio
Creative Technologist: Marcio Bueno and Victor Odo
Client Approval: Fernando Campos