FTD Sistema de Ensino
TD Sistema de Ensino (FTD Educational System) is an educational solution for continuous learning. From Kindergarten all the way to High School, it educates the champions that go on to enroll in the biggest universities in the country.
We placed the students on the center stage and reshaped FTD’s communication, creating a look that better presents its fast paced essence and changing the engagement and the experience students have with the brand.
01. CONCEPT
From 0 to 100: you in your best performance
We appropriated the universe of “speed” that is part of the brand’s DNA because of its Aceleradores de Resultados® (Results Accelerators) and created an atmosphere around its best feature: being the best choice to quickly reach outstanding goals.
A new ambassador for the brand
One of the objectives for FTD’s institutional campaign was to engage and get closer to the students, specially those in High School that are about to go on to university. No one was best fit for this job than youtuber and TV host Felipe Castanhari. With more than 27 million followers on social media, the creator of the YouTube channel Canal Nostalgia and Netflix series Mundo Mistério, Felipe is a symbol of knowledge and, specially, the ability to explain complex matters with simplicity.
02. VISUALS
A new look
Inspired by the concept of speed, we modernized the look in their communication and created a more dynamic identity that evokes the gaming digital universe, where young people feel right at home. We also put the students on the spotlight: FTD students with outstanding results were the stars in our campaign.
03. CAMPAIGN ACTIVATION
Beyond the finish line
The communication strategy was designed to engage and connect students to the acceleration universe.
Beyond the uniforms and the customization of the famous FTD car, we gamefied the student’s experience with the brand by creating a customized game in the race simulators that were placed in schools throughout the country.
