When someone is the first member ever to graduate in the history of a family, this is not an achievement of one, it’s an achievement of many. Due to the economic growth in Brazil, many people are now able to finish their studies and obtain their desired diploma. And, in a vast majority, they are the first members of the family to graduate. This means that all the family members worked hard to make it possible for just one of them. In order to honor these families and family members who did not have access to education, but struggled to be able to see a relative graduate, we created the Family Graduation. We selected a family with a beautiful breakthrough story, Alzira’s family, and we threw her a surprise on the most important day of their lives: Alzira’s graduation day. All of them took part in the ceremony with a special role, they went on the stage wearing robes and also received special diplomas. A mini-documentary telling this story was filmed and posted on the Internet.
Chief Creative Officer:Roberto Vilhena
Creative Director:Alessandra Sadock, Gustavo Tirre
Art Director:Bruno Foscaldo, Carolina Lobianco, Joao Santos
Copywriter:Guilherme Machado, Roberto Vilhena, Toninho Lima