{"id":4159,"date":"2026-08-10T16:07:49","date_gmt":"2026-08-10T19:07:49","guid":{"rendered":"https:\/\/profile.ag\/case\/potiguar-power\/"},"modified":"2026-08-10T16:07:49","modified_gmt":"2026-08-10T19:07:49","slug":"potiguar-power","status":"publish","type":"case","link":"https:\/\/profile.ag\/en\/case\/potiguar-power\/","title":{"rendered":"Potiguar Power"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":4020,"menu_order":0,"template":"","categories":[],"categoria-de-case":[],"class_list":["post-4159","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"frase_em_destaque_-_titulo":"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.","frase_em_destaque_-_titulo_source":{"label":"Frase em destaque - T\u00edtulo","type":"text","formatted_value":"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."},"nome_do_premio":"","nome_do_premio_source":{"label":"Nome do pr\u00eamio","type":"text","formatted_value":""},"cliente":"Media Bounty","cliente_source":{"label":"Cliente","type":"text","formatted_value":"Media Bounty"},"data":"2025\/2026","data_source":{"label":"Data","type":"text","formatted_value":"2025\/2026"},"nos_entregamos":"  Storytelling <br\/> <br\/> Positioning <br\/> <br\/> Online and out-of-home ESG campaign","nos_entregamos_source":{"label":"N\u00f3s entregamos","type":"text","formatted_value":"  Storytelling <br\/> <br\/> Positioning <br\/> <br\/> Online and out-of-home ESG campaign"},"time_responsavel":"","time_responsavel_source":{"label":"Time respons\u00e1vel","type":"text","formatted_value":""},"desafio_-_titulo":"Opportunity","desafio_-_titulo_source":{"label":"Desafio - T\u00edtulo","type":"text","formatted_value":"Opportunity"},"desafio_-_texto":"Rio Grande do Norte is a well-established leader in onshore wind power generation and is preparing to host Brazil\u2019s 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.   ","desafio_-_texto_source":{"label":"Desafio - Texto","type":"textarea","formatted_value":"Rio Grande do Norte is a well-established leader in onshore wind power generation and is preparing to host Brazil\u2019s 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.   "},"solucao_-_titulo":"Solution","solucao_-_titulo_source":{"label":"Solu\u00e7\u00e3o - T\u00edtulo","type":"text","formatted_value":"Solution"},"solucao_-_texto":"Our research provided some initial clarity: traditional corporate communication would fall short here. We then structured the campaign around the concept \u201cPotiguar Power,\u201d an aspirational narrative that connects technological innovation to local pride\u2014the 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\u2014such as the shrimp\u2014 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\u00b0 strategy, divided between Natal and Areia Branca, and brought the campaign into the city\u2019s daily life with bus-side ads, testimonials on popular radio stations, and a jingle played from a sound truck.   ","solucao_-_texto_source":{"label":"Solu\u00e7\u00e3o - Texto","type":"textarea","formatted_value":"Our research provided some initial clarity: traditional corporate communication would fall short here. We then structured the campaign around the concept \u201cPotiguar Power,\u201d an aspirational narrative that connects technological innovation to local pride\u2014the 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\u2014such as the shrimp\u2014 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\u00b0 strategy, divided between Natal and Areia Branca, and brought the campaign into the city\u2019s daily life with bus-side ads, testimonials on popular radio stations, and a jingle played from a sound truck.   "},"resultados_-_titulo":"Results","resultados_-_titulo_source":{"label":"Resultados - T\u00edtulo","type":"text","formatted_value":"Results"},"resultados_-_texto":"The visual identity moved away from a cold, technological aesthetic, adopting humanized typography and real images of Areia Branca to integrate the turbines into the landscapes and among the people\u2014with respect for the public and without any hint of greenwashing. The model for combating misinformation that we developed in Rio Grande do Norte has become a benchmark for social acceptance and community communication regarding the energy transition\u2014one that can be replicated in other countries that will also be installing offshore wind turbines. We took on a global challenge and addressed it with a hyperlocal impact.  ","resultados_-_texto_source":{"label":"Resultados - Texto","type":"textarea","formatted_value":"The visual identity moved away from a cold, technological aesthetic, adopting humanized typography and real images of Areia Branca to integrate the turbines into the landscapes and among the people\u2014with respect for the public and without any hint of greenwashing. The model for combating misinformation that we developed in Rio Grande do Norte has become a benchmark for social acceptance and community communication regarding the energy transition\u2014one that can be replicated in other countries that will also be installing offshore wind turbines. We took on a global challenge and addressed it with a hyperlocal impact.  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