WORK FOR GOOD CUT - ALTERNATIVE

Scholarship in Books - UNIASSELVI
Scholarships

Shortlist

Title:	Scholarship in Books
Brand:	UNIASSELVI
Product/Service:	Scholarships
Client:	Vitru Education
Entrant Company:	BETC HAVAS
Agency:	BETC HAVAS
Production Company:	Surreal Hotel Arts
Sound Company:	Lucha Libre Audio
Creative Director:	Otavio Schiavon, Marcelo Fedrizzi, Daniel Schiavon
Release Date:	2025-04-10
Individual Credits:	CCO: Erh Ray
Individual Credits:	VP Creative Director: Otavio Schiavon
Individual Credits:	ECD: Daniel Schiavon
Individual Credits:	Regional ECD (Havas Latam): Marcelo Bruzzesi
Individual Credits:	Creative Team: Otavio Schiavon, Marcelo Fedrizzi, Daniel Schiavon, Daniel Lobo, Bruno Silva, Michel Cornelio
Individual Credits:	Client Services Team: Yuri Aizemberg, Fabio Morita, Marco Venturini
Individual Credits:	CRO: Jairo Soares
Individual Credits:	Media Team: Fabio Saad, Andrea Machado
Individual Credits:	PR Team: Fabiana Antacli, Natalia Oska
Individual Credits:	Strategy Team: Gustavo Leite, Renata Barbosa, Sabrina Costa, Thomaz Baldissera
Individual Credits:	Head of Production: Ana Paula Casagrande
Individual Credits:	Agency Producer: Tatiane Queiroz
Individual Credits:	Special Projects Director: Fernanda Segura
Notes for Judging:	The "Scholarship in Books" campaign creatively integrated hidden scholarships inside books—two of the most influential self-development titles, Napoleon Hill's Think and Grow Rich and Clovis de Barros Filho’s Projeto de Vida (Life Project). The campaign strategically targeted avid readers from disadvantaged backgrounds who have a thirst for knowledge but face barriers to higher education due to financial constraints and time limitations. By surprising these readers with real scholarships, the campaign created an emotional and tangible connection, turning the act of reading into a life-changing opportunity. The challenge was to deliver this unexpected and impactful message without disrupting the reading experience. This was accomplished through a partnership with Citadel Publishing to embed the scholarships within the narrative seamlessly. The campaign resonated with audiences and generated an outpouring of engagement, further amplifying Uniasselvi’s commitment to democratizing education and empowering individuals to transform their lives.
Additional Credits:	Production Company: Surreal Hotel Arts Film Director: Rosa Morbach CCO: Carlao Busato COO: Cris Chacon Executive Director: Milena Trindade Prod. Co. Head of Production: Mafe Cicaroni Head of Post-Production: Carol Fernandes Line Producer: Joao Avena Executive Assistant: Erica Martorano Post-Production Client Services: Tais Sanches Production Coordination: Beatriz Prado Prod. Co. Creative Director: Luis Michelazzo Creative and Research Team: Alex Ulhoa, Vitor Matheus, Victoria Silva, Sol Omigra Editor: Leandro Ferreira ESG | Set Responsibles: Deborah Costa, Sol Nascimento Controller: Shyrley Menezes Photographers: Giulia Peveralli Silvestre Silva, Thais Cristine Robaina Pereira Technical: Paulo Roberto dos Santos Neto, Kaliandra Robaina Pereira Art Direction: Rosa Morbach Production: Nicolas Pena Vasquez Art Production: Andre Abreu de Rezende Objects: Utimura Costume Design: Acervo das Minas Makeup artist: Lucas Jose Gomes Editing and Post-production: Igor Luiz, Vitor Araujo Motion: Caue Mendes Color: Bleach Post-production: Zaine Filmes Sound Design: Lucha Libre Audio Music Producers: Paulinho Corcione, Danilo Barbalaco Coordination: Thacio Palanca Post-production: Thacio Palanca, Lucas Weingaertner Executive Producer: Vanessa Nascimento