what we did
Direction
Design
Motion design
Post-production

ministry of
health of brazil

national reach

The increasing crack consumption in Brazil has reached alarming proportions. Warning the population of its risks is a never-ending challenge, especially when this has to be done in a country of continental scale, such as Brazil. And, particularly when the warning is made by the Ministry of Health, one of the most important and respected public institutions in the country. The demand was for something different and shocking enough that the message was communicated in an efficient way and really caught the eye of the public. So, in 2009, a film for the national campaign against the use of crack was launched and saadbranding+design aimed to innovate the standard institutional pattern by using the Kinetic Typography technique. As the text builds up on the screen, it gives the film a dynamic rhythm. Verbal information is completed with visual aid: the lighting and the movement of the message helped create a worrisome atmosphere, alerting to the risks of the matter in question. The film was broadcasted nationwide on the main television networks for 6 months.
The demand was for something different and shocking enough so that the message was communicated in an efficient way and really caught the eye of the public.