Media Bounty
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Potiguar Power
The arrival of offshore wind energy in Brazil, reflected in the accent, pride, and authenticity of those who live along the coast of Rio Grande do Norte.
Client
Media Bounty
Date
2025/2026
We Deliver
Storytelling
Positioning
Online and out-of-home ESG campaign
Opportunity
Rio Grande do Norte is a well-established leader in onshore wind power generation and is preparing to host Brazil’s first offshore wind farms. We were invited by the British agency Media Bounty, based in London, to take on a rare challenge: communicating the real impacts of installing offshore wind turbines to the public. In coastal communities such as Areia Branca, where the first turbine will be installed, rumors about radiation from the turbines and the end of small-scale fishing were already circulating. The opportunity lay in building social acceptance through dialogue, before misinformation took root.
Solution
Our research provided some initial clarity: traditional corporate communication would fall short here. We then structured the campaign around the concept “Potiguar Power,” an aspirational narrative that connects technological innovation to local pride—the strength of the sea winds as a continuation of the leading role played by the people of Rio Grande do Norte. Bringing together the teams from sustainability, copywriting, creative, planning, social media, and traditional media, we interpreted the international briefing around two key pillars: breaking the mold by using genuinely regional slang and symbols—such as the shrimp— and not overpromising, adopting a transparent approach to what can be improved rather than selling a utopian future. The original scope called for billboards and social media; we expanded it into a hyperlocal 360° strategy, divided between Natal and Areia Branca, and brought the campaign into the city’s daily life with bus-side ads, testimonials on popular radio stations, and a jingle played from a sound truck.
