Last update Set. 23'
AZUL
THE SKY IS BLUE
A.
Brand repositioning and brand narrative for Azul Linhas Aéreas.
Azul is a Brazilian airline, where the translation of its name is blue. The brand presents its new brand positioning and embraces the color that gives the company its name. The concept, “The sky is blue” is an invitation to make dreams come true, based on the principle that all dreams are under the same sky, unlimited and inspiring, full of possibilities, a blue sky. The concept also highlights all sort of people, accents, colors and loves that are under the sky of Brazil.
Role: Executive Creative Director
As part of the strategy, the brand developed a proprietary color, with the proposal to capture the Brazilian sky in an exclusive color. Made from natural Brazilian sediments, the company created the proprietary color “Brazil Blue”, developed by Brazilian paint brand Joules & Joules.
With the "Blue of Brazil" color created, Azul Linhas Aéreas partnered with cool brands, making the brand's narrative fun and engaging throughout the year. One of the partnerships was backpacks with Beatnik & Sons sent to influencers and which were free tickets for these creators to travel and create content for the brand.
In Pink October, we showed how the concept can be modular and build the brand for such an important cause in Brazil as breast cancer. We brought crew members who had already had the disease to tell their stories and branding actions spread across the country, where a plane took women from remote regions to undergo exams in the country's capitals.
