Gafisa: Collaborative Building

The focus for Giovanni+ DraftFCB Brazil was changing Gafisa's image from a passive brand to a pioneer in innovation,creating a relationship with its target.After research conducted by Millward Brown, Gafisa was perceived as a company that delivered quality, but was labeled as an old and non-innovative brand, distant from its consumers. Constructing the first building ever made by consumers came from this insight.This allowed the target audience to say what they want to the brand, and receive it back- thus creating a relationship.