Desafio:
Mapear os hábitos e características peculiares de algumas cidades bem como estudar o DNA cultural destes lugares para, em seguida, fazer uma recomendação estratégica de atuação da marca e sugerir um plano de comunicação com os habitantes, formadores de opinião e empresários.
Itaú
DNA Cultural
O que fizemos:
Andamos mais de 500 km em 15 dias para entender as dinâmicas da cidade, comércio, lazer, influências religiosas, conhecer formadores de opinião. Fizemos entrevistas com moradores e grupos qualitativos na casa e espaços cedidos e organizados pelos influenciadores locais.
{"items":["9a9026bc-307d-463f-bf34-5d0c92153ecd","89b05208-5554-4f3a-bc0e-867079bf4092","2dec8836-bb63-4434-9bed-1e2b25155b0e","c573cd3b-3ffb-40f2-b4ac-1f0bb788350f","e2d0783b-ea32-4b03-a03b-66ab5bba63c0","7cd73149-7b34-4806-bec5-c8608aa5ae1f","2fda0fff-a064-4bf5-933c-66e72ade8c73","37a016b1-e945-46a2-bdb4-a2ff7d13b4b7","6b63f684-6e10-44fc-b1de-86613848985a","b81b6bdc-78ba-4f9b-bd01-da46437f8cff","d6e21c8d-1084-4a57-86dd-dcd40e2f7dfc"],"styles":{"groupSize":3,"showArrows":true,"cubeImages":false,"cubeType":"fill","cubeRatio":1,"isVertical":false,"gallerySize":650,"collageAmount":0.8,"collageDensity":0.8,"groupTypes":"1,2h,2v,3t,3b,3l,3r","oneRow":false,"imageMargin":5,"galleryMargin":0,"floatingImages":0,"chooseBestGroup":true,"smartCrop":false,"hasThumbnails":false,"enableScroll":true,"isGrid":false,"isSlider":false,"isColumns":false,"isSlideshow":false,"cropOnlyFill":false,"fixedColumns":0,"enableInfiniteScroll":true,"isRTL":false,"minItemSize":120,"rotatingGroupTypes":"","rotatingCubeRatio":"","gallerySliderImageRatio":1.7777777777777777,"numberOfImagesPerRow":3,"numberOfImagesPerCol":1,"groupsPerStrip":0,"borderRadius":0,"boxShadow":0,"gridStyle":0,"mobilePanorama":false,"placeGroupsLtr":false,"viewMode":"preview","thumbnailSpacings":0,"galleryThumbnailsAlignment":"bottom","isMasonry":false,"isAutoSlideshow":false,"slideshowLoop":false,"autoSlideshowInterval":4,"useCustomButton":false,"bottomInfoHeight":0,"titlePlacement":"SHOW_ON_HOVER","galleryHorizontalAlign":"center","galleryTextAlign":"center","galleryVerticalAlign":"center","scrollSnap":false,"itemClick":"expand","fullscreen":true,"allowSocial":true,"allowDownload":false,"allowTitle":true,"allowDescription":false,"loveButton":true,"loveCounter":true,"videoPlay":"hover","scrollAnimation":"NO_EFFECT","scrollDirection":0,"overlayAnimation":"NO_EFFECT","arrowsPosition":0,"arrowsSize":23,"watermarkOpacity":40,"watermarkSize":40,"useWatermark":true,"watermarkDock":{"top":"auto","left":"auto","right":0,"bottom":0,"transform":"translate3d(0,0,0)"},"loadMoreAmount":"all","defaultShowInfoExpand":1,"allowTitleExpand":true,"allowDescriptionExpand":true,"allowLinkExpand":true,"expandInfoPosition":0,"allowFullscreenExpand":true,"fullscreenLoop":false,"galleryAlignExpand":"left","addToCartBorderWidth":1,"addToCartButtonText":"","slideshowInfoSize":200,"playButtonForAutoSlideShow":false,"allowSlideshowCounter":false,"hoveringBehaviour":"APPEARS","thumbnailSize":120,"magicLayoutSeed":1,"imageHoverAnimation":"NO_EFFECT","calculateTextBoxHeightMode":"AUTOMATIC","calculateTextBoxWidthMode":"PERCENT","textBoxHeight":0,"textBoxWidth":200,"textBoxWidthPercent":50,"textImageSpace":10,"textBoxBorderRadius":0,"textBoxBorderWidth":0,"textsVerticalPadding":0,"textsHorizontalPadding":0,"titleDescriptionSpace":6,"customButtonText":"","customButtonBorderWidth":1,"customButtonBorderRadius":0,"loadMoreButtonText":"Load more","loadMoreButtonBorderWidth":1,"loadMoreButtonBorderRadius":0,"imageInfoType":"NO_BACKGROUND","itemBorderWidth":0,"itemBorderRadius":0,"itemEnableShadow":false,"itemShadowBlur":20,"itemShadowDirection":135,"itemShadowSize":10,"imageLoadingMode":"BLUR","expandAnimation":"NO_EFFECT","imageQuality":90,"usmToggle":false,"usm_a":0,"usm_r":0,"usm_t":0,"videoSound":false,"videoSpeed":1,"videoLoop":true,"gotStyleParams":true,"selectedLayout":"0|bottom|1|fill|false|0|true","showVideoPlayButton":true,"galleryImageRatio":2,"sharpParams":{"quality":90,"usm":{}},"imageLoadingWithColorMode":"PICKED_COLOR","imageRatioType":"FIXED","numberOfDisplayedItems":3,"itemBorderColor":"color-5","itemShadowOpacityAndColor":{"value":"rgba(0, 0, 0, 0.2)"},"textBoxBorderColor":"color-5","textBoxFillColor":"color-2","alwaysShowHover":false,"isStoreGallery":false,"previewHover":false,"galleryLayout":0,"itemOpacity":{"themeName":"color_15","value":"rgba(68,5,6,0.6)"},"itemFont":{"style":{"bold":false,"italic":false,"underline":false},"family":"din-next-w01-light","preset":"Heading-M","editorKey":"font_5","size":25,"fontStyleParam":true,"displayName":"Basic Heading","value":"font:normal normal normal 25px/1.4em din-next-w01-light,din-next-w02-light,din-next-w10-light,sans-serif;"},"itemFontSlideshow":{"family":"din-next-w01-light","displayName":"Basic Heading","style":{"bold":false,"italic":false,"underline":false},"size":25,"preset":"Heading-M","editorKey":"font_5","fontStyleParam":true,"value":"font:normal normal normal 25px/1.4em din-next-w01-light,din-next-w02-light,din-next-w10-light,sans-serif;"},"itemDescriptionFontSlideshow":{"family":"din-next-w01-light","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":17,"preset":"Body-M","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 17px/1.4em din-next-w01-light,din-next-w02-light,din-next-w10-light,sans-serif;"},"itemDescriptionFont":{"family":"din-next-w01-light","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":17,"preset":"Body-M","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 17px/1.4em din-next-w01-light,din-next-w02-light,din-next-w10-light,sans-serif;"},"itemFontColor":{"themeName":"color_11","value":"rgba(237,165,166,1)"},"itemFontColorSlideshow":{"themeName":"color_15","value":"rgba(68,5,6,1)"},"itemDescriptionFontColor":{"themeName":"color_11","value":"rgba(237,165,166,1)"},"itemDescriptionFontColorSlideshow":{"themeName":"color_15","value":"rgba(68,5,6,1)"},"loadMoreButtonFont":{"family":"din-next-w01-light","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":17,"preset":"Body-M","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 17px/1.4em din-next-w01-light,din-next-w02-light,din-next-w10-light,sans-serif;"},"loadMoreButtonFontColor":{"themeName":"color_15","value":"rgba(68,5,6,1)"},"loadMoreButtonColor":{"themeName":"color_11","value":"rgba(237,165,166,1)"},"loadMoreButtonBorderColor":{"themeName":"color_15","value":"rgba(68,5,6,1)"},"responsive":false,"modifiedGallerySize":true,"isAccessible":false,"allowLeanGallery":false,"layoutsVersion":2,"selectedLayoutV2":0,"isSlideshowFont":false,"externalInfoHeight":0,"externalInfoWidth":0},"container":{"top":"","bottom":"","left":"","right":"","width":0,"height":697,"position":"","avoidGallerySelfMeasure":true,"galleryWidth":2570,"galleryHeight":697,"scrollBase":0}}