During my final semester in the Bachelor's degree, I engaged in a project in partnership with Câmara Municipal de Leiria, intending to promote a community composting program.

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An internet joke has gained popularity, centring around the existence of Leiria. This joke first surfaced within the "Euro Truck Simulator 2", a game where players traverse the world as truck drivers. In the game's Portugal map, the exit to Leiria was notably missing, leading to a comical notion that Leiria might not exist. This humorous concept rapidly propagated across the internet. Therefore my group and I decided to use this as the core of our campaign.

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Our approach was to develop a transmedia campaign to promote the significance and relevance of composting in people's lives. Each advertising medium had unique features and targets, but the message was consistent throughout. The mediums we utilized were an informative and humorous video, a sponsored report, email marketing, a composting guide, and an event to launch the initiative.

 

Insight: Did you know that 'Leiria doesn't exist'?

Concept: It's ahead of its time, so it exists.

Signature: In Leiria, nothing is created, nothing is lost, everything is composted.

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