Infographics-based Campaign for Globo.com

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Globo.com needed a new campaign for its corporate clients (that is, advertising agencies and whoever buys commercial spots) aiming to highlight what is and how to make high quality content. As a source of exclusive content, this web portal features many unique opportunities for brands to associate their image with. However, they were struggling to communicate it to the markets.

Globo.com embraced the opportunity to use infographics, a rather editorial resource still new to advertising. To start the campaign, we realized that producing some 90 percent of its content was not Globo’s biggest feature. That unique feature was the possibility of customization and segmentation that producing its own content represents to the clients. That’s the origin of the “Infinite Possibilities” campaign, which shows, through visual thinking, the different paths a brand could trail inside Globo’s portal.

This campaign consists in 4 pieces. The first reveals Globo.com and all its features to the world. There’s a fictitious map where each geographical area represents one of the portal’s features, like “Branded Content Peninsula”, “Platforms Vale” and “Content City”. What was to be a single ad unfolded in a campaign with three more pieces, each one zooming in one area of the original map to show the different possibilities in detail. The second piece explored “Content City”, where you could find, for instance, “News Neighbourhood”, “Entertainment Park” and “Soap Opera Square”. The third piece immersed in “Branded Content Peninsula”, and the fourth entered the “Formats Archipelago”.