At the end of 2014 Brazil experienced a water crisis, increasing the cost of electricity for the final consumer. In the midst of all the noise we saw an opportunity for the federal government to instruct the population on how to use energy in a conscious way.
To connect best with the Brazilian people, we wanted to set a very lighthearted tone for this PSA. We did that by creating a very brazilian family and gave them voice to talk about household appliances and ways to save energy. It was the Luz family. (Luz means light and is also a popular surname in Brazil).
On the internet, the older daughter had a vlog and invited each member of the family to talk about energy savings. It was a huge success, reaching more than a million views on Facebook video and exceeding the click-thru rate expectations on banners.
The campaign had a major impact, there were even parodies around. This one blog created the Família “Gambiarra”, making fun of the Brazilian way of doing things.