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Telhanorte’s action encases decoration magazines inside a block of construction material.
São Paulo – DM9DDB has created an unusual action for Telhanorte with support from partner magazines Casa Cláudia and Arquitetura & Construção, both from the home and decoration segment of Editora Abril Publishers. Copies of the December issues of these magazines were delivered to architecture firms and professionals and to Telhanorte partners and clients encased in blocks of construction material.
The recipients had to break the block to read the magazine and find inspiration for their home decorating. The agency’s creative professionals started with the following concept: in renovation, before you think about the decoration, first you need to remodel. Each piece was made by hand and had the Telhanorte logo and the logos of the magazines chiseled into them. The pieces were sealed, one by one, after a magazine was placed inside.
“Telhanorte’s mission is to offer the best home construction, renovation and maintenance solutions. With this action, we found a creative solution to strengthen our commitment, emphasizing the importance of preparing your home before you compose the decor,” states Telhanorte marketing manager Pablo Satyro.

Title: The Concreted Magazine
Agency: DM9DDB
Client: Telhanorte
Creative directors: Marco Versolato, André Pedroso, João Mosterio
Art director: Leonardo Rotundo
Copywriter: Fred Sekkel
Account Managers: Marcelo Passos, Daniel Malavazzi, Thibis Rebellato, Patricia Lucato
Media: Adrian Ferguson, Fabricio Bermello de Andrade, Esly Louisi Silva de Paiva, Erminia Campolino, Tatiana Dejavite
Art Buyer: Clariana Costa, Nereu Marinho, Eriana Simões
Printer: MockUp 10
Approval: Juliano Otha, Pablo Satyro
Andrea Nascimento – Comunicação e Sustentabilidade

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