Abstract:

This paper reviews the research work developed for the Telefonica Super 15 campaign launch in Brazil.In the study, the advertising agency, the client and the research institute managed to create a symbol character along the different research stages through the reviewing of one of the major mythological archetypes and its adaptation to contemporary consumers - the archetype of the Hero. The presentation aims at providing its contribution by addressing the relevance of archetypes for communication purposes, as well as the role played by research in identifying pathways for their characterization.