client: Azul Linhas Aéreas Brasileiras
what i did: Logo/ON and OFF Campaing
copy: Juliana Azevedo
year: 2021
Destinos Plurais was a diversity pilot project developed in partnership with AZUL Linhas Aéreas Brasileiras' Internal Marketing team. To introduce the concept of diversity to the company’s more than 6,000 employees, we created a unique travel-themed approach for the project.
We designed fictional countries, each representing a specific diversity theme we aimed to address. These included Antirras, an antiracist nation focused on racial issues; Orgulhândia, a country dedicated to LGBTQIAPN+ inclusion; Equalitária, which advocates for gender equality; and Acessibilitária, which emphasizes accessibility for people with disabilities (PWD).
The campaign was rolled out in stages, featuring various materials such as educational email marketing, social media posts, online and offline banners, and badges that allowed employees to identify with the country that resonated most with their personal values.
