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Tropicalization?
Idle Giants is a global campaign by The Sunrise Project focused on pressuring governments and manufacturers to commit to a fair transition toward fully electric truck fleets. The campaign needed strategic adaptations for Brazil — both in its messaging and in its visual identity and naming.
O Brasil tem a oportunidade de liderar a eletrificação da frota de caminhões de maneira justa para todos.
Brazil has the opportunity to lead the electrification of truck fleets in a way that is fair for everyone.
Unlike in many other countries, truck fleet electrification in Brazil should be seen as a major opportunity.
To support that vision, we helped develop initiatives, create content, and build an extensive public relations effort to bring the topic into public conversation — always with social responsibility at the center.
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