The Domingo (Sunday) development and its entire campaign were centered around Azenha, a traditional neighborhood in Porto Alegre known for its close-knit, family-oriented community.
The name Domingo (meaning “Sunday”) evoked the spirit of family gatherings and weekend barbecues, while the slogan “Your story lives here” spoke to generations who chose to stay in the area.
To create a playful and relatable campaign, a family of illustrated characters was developed to star in all graphic materials. They appeared throughout different campaign phases and were even integrated into 3D renderings of the project, as if they were real residents.
During the pre-launch phase, a teaser campaign invited people online to share their favorite things to do on Sundays in Porto Alegre.
Later, these contributions were compiled into a book of entertainment tips about the city. In the launch phase, the main message became “Azenha has Sundays”. The project book drew inspiration from photo albums, scrapbooks, and photobooks — a popular way at the time to preserve personal memories and moments.
For Capital Design Estratégico
Team: Roger Silva (Project Management), Jaison Mafra (Design), Cláudia Pisco (Design), Joseane Cunha (Client Service).
