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A influência da cor na propaganda - Fernanda Lucena
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Fernanda Lucena
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Ficha Técnica Título: Campanha Seguro Itaú Vida Agência: DM9DDB Produto: Seguro Itaú Vida Anunciante: Banco Itaú Diretor de Criação: Sergio Valente, Guilherme Jahara, Marcelo Reis, Cassiano Saldanha Diretor de Arte: Henri Honda Redação: Marcelo Reis, Vinicius Stanzione Produtor gráfico: Edson Harada Art-buyer: Clariana da Costa Atendimento: Anna Paola Teixeira, Tomas Além Gil, Renata Beltrão Planejamento: Kátia Fontana, Lucia Thomaz Mídia: Francisco Rosa, Renata de Lena (Xuxu) Fotógrafo: Bob Wolfenson Aprovação: Cristiane Magalhães, Beatriz Schmidt, Ana Carolina Fogolin
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CONCEITO “Optamos por usar uma linguagem mais acolhedora e emocional, que já vimos adotando desde o ano passado, quando o produto foi totalmente reformulado: mostrar que há muitos imprevistos, muitas vezes nem tão agradáveis, que não é possível evitar, mas que, quando se tem um seguro de vida, é possível passar por tudo com muito mais tranqüilidade”, afirma Cristiane Magalhães, diretora de marketing de negócios do Itaú Unibanco. Segundo ela, o atendimento do produto foi reformulado, ficando mais humanizado, para prestar serviços de maneira mais próxima do cliente quando ele passa pelo sinistro, sempre configurado por situações delicadas.
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• Laranja A cor laranja está no grupo cores quentes, que estimulam o observador, causam sensação de calor, aproximação e euforia. - Ativa - Animada - Comunicativa • Amarelo A cor amarela também está no grupo das cores quentes e é uma cor alegre e viva. - Criativa - Brilhante - Luz - Alegre • Azul A cor azul está no grupo das cores frias, que são calmantes, as vezes melancólicas. Não transmitem euforia. O azul, transmite paz e calma, ao mesmo tempo melancolia. - Livre - Protetor -Autoritário Obs: Segundo o site www.mariaclaudiacortes.com e o livro “Direção de arte na
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