Ápice Comunicação creates official campaign for Criciúma's 100th anniversary

Ápice Comunicação is the agency responsible for shaping the campaign for Criciúma's centennial, which will be celebrated on November 4th. Under the slogan "Criciúma 100 years, facing the future," the campaign summarizes what drives the city: the strength of a history marked by work, resilience, and identity, but which also projects itself courageously into the next 100 years.

More than a commemorative campaign, the project was conceived as an invitation to belong. The slogan "Facing the future" conveys the spirit of evolution, hope, and strategic vision that Criciúma has carried throughout its history. A city born from mining and the ceramics industry, today it is a hub of innovation, culture, technology, and quality of life.

"Our challenge was to transform 100 years of history into a message that was simple yet impactful. We wanted every Criciúma resident to identify with the concept and feel proud to be part of this journey," highlighted Lucas Borges, content director at Ápice.

The creative starting point was the commemorative stamp, built from symbols that represent Criciúma's identity. The brand was expanded into different pieces and settings, coming to life on the streets and on screens. "A campaign of this magnitude requires looking to the past with respect, but also knowing how to project the city into the future. Therefore, every decision was guided by strategy and the pursuit of communication that was simultaneously institutional and emotional," explained Felipe Borges, planning director.

In addition to graphic elements, audiovisual media played a central role in giving rhythm and emotion to the narrative. The campaign's video was constructed as a visual synthesis of Criciúma's identity, blending historical symbols with images representing science, innovation, and culture.

"We wanted the campaign to represent the history of these 100 years, respecting the legacy of Criciúma's founding, but also demonstrating the city's commitment to innovation and reinvention. Therefore, it is rich in symbolism and aesthetic strength, with bright colors that represent the heart of Criciúma's residents. Every detail tells the story of the centennial, highlighting the milestones of each phase of our city," said Allison Pires, creative director.

The production of the campaign's video was also closely monitored by the media team, ensuring the message was conveyed with impact across all formats. "Watching the transformation of the idea into an image demonstrated the creative and strategic strength of the project. The positive feedback we're receiving confirms that we achieved our goal: to move and establish a genuine connection with the public," highlighted Juliano

Pagani, Ápice media.

Check out the full video

Technical Details

Campaign: 100 Years of Criciúma
Client: Criciúma City Hall
Agency: Ápice Comunicação
Customer Service: Lucas Borges, Felipe Borges, and Paula Biff
Approval: Douglas Nazário, Cristiane Maccari, and Uliana Zappelini
Writing: Victória Carrer
Creative Director: Allison Pires
Media: Juliano Pagani
Production: Crayon
Director: Allan Barbosa
Producer: Márcio Rosa
Assistant: Nei Silveira
Camera Operator: Fábio Koerich
1st Production Designer: Jesse Oliveira
2nd Production Designer: Helder Miranda
Gaffer: Alex Silva
Makeup Artist: Jhenyfer Bruneli
Editing Designer: Henrique Corrêa
Equipment: IndieCam
Music Composition: André Stabile
Music Recording: Império Musical
Support: Cultural Foundation of Criciúma
Guest Artists: Matusa Band, Stylus Band, Camerata Criciúma, Cesar Teixeira, Happy Child Show Choir, Euzébio Rosso, Fabio Matias, Gabriel Guzzatti, Gilson Naspolini, Joel Oliveira, Josenir Alves Cerqueira, Marília Dutra, Neguinho, Paulo Santos