Colinas Golf Residence's 2019 'Silence' film campaign by Amexcom positioned Cascavel's most exclusive private condominium around peace as a lifestyle promise.
ARCHIVEColinas Golf Residence Sells Silence to Brazil's Leisure Seekers
"Colinas – Silence" is a 2019 film campaign created by Amexcom for Colinas Golf Residence, positioning the most exclusive private condominium in Cascavel, Brazil, around the emotional promise of restorative quiet as the defining luxury of upscale leisure living, according to Thebrandusa.
Published in Brazil in August 2019, the campaign was built on a single, disciplined proposition: that silence — the absence of urban noise and daily friction — is the defining reward awaiting residents at the end of each day. Colinas Golf Residence operates in Cascavel, a mid-sized city in the state of Paraná, where the development occupies a distinct position in the local hospitality and travel-adjacent real estate market, according to Research-Repository Griffith Edu Au. Amexcom, the agency behind the work and itself headquartered in Cascavel, framed the campaign's creative brief around the idea that peace of mind is not merely a feature of an exclusive private condominium but its central promise to residents, according to Wiseguyreports.
The campaign comprises two film assets, a compact but focused body of work that signals a deliberate choice to let a single narrative idea breathe across a minimal format rather than dilute the message across many executions. The creative medium of film allowed the team to render silence cinematically — communicating atmosphere, texture, and emotional register in ways that static formats cannot. In the context of Brazil's travel and leisure sector, where aspirational residential developments compete on amenity counts and lifestyle imagery, the decision to anchor Colinas Golf Residence's identity in an intangible quality such as silence represents a strategically differentiated approach to hospitality and tourism marketing in 2019.
Colinas Golf Residence occupies a niche where residential real estate, leisure, and hospitality marketing converge. The development targets buyers and residents for whom the end-of-day experience — rather than square footage or amenity lists — constitutes the primary value proposition. In Brazil's private condominium sector, particularly in interior cities like Cascavel in Paraná, developers traditionally compete on visible, tangible differentiators: golf course access, security infrastructure, and landscaped grounds. Amexcom's strategic decision to foreground silence inverts that convention, treating an experiential and emotional quality as the lead message rather than a secondary lifestyle footnote.
The broader context for this strategic pivot lies in the global shift toward experiential consumption in travel and leisure. Research published via the Griffith University repository notes that modern leisure consumers increasingly prioritise restorative and immersive experiences over product-led offerings, a trend directly relevant to how an exclusive private condominium positions itself against competitors. In Brazil's hospitality and tourism sector, developments such as Alphaville and Reserva Golf compete for a similar high-income demographic, typically emphasising security, prestige address, and sporting infrastructure. By contrast, Colinas Golf Residence, through the "Silence" campaign, stakes its identity on what competitors rarely say directly: the sensory quality of life inside the condominium's boundaries.
The global golf tourism market has registered consistent growth according to Fortune Business Insights, with leisure-driven residential golf developments benefiting from rising demand among affluent consumers seeking integrated lifestyle environments. In Brazil, where urban congestion and noise pollution in major centres remain persistent concerns according to reporting by Phocuswire on Latin American travel trends, the promise of silence carries particular resonance for the target audience of prospective Colinas Golf Residence residents considering a retreat into a curated leisure environment.
Rafael Diego Greiner served as Creative Director on "Colinas – Silence," leading the Amexcom team responsible for translating a conceptually spare brief into film. The campaign's creative roster included Art Director Carol Mincarone, Copywriters Clara Franzmann and Alvin Verdi Jr., Account Executive Michelle Keykeys, and Media Planners Ana Toccolini and Maykon Justiniano. The assembled team reflects a tightly integrated agency structure, consistent with Amexcom's positioning as a full-service shop operating from Cascavel.
The campaign description, as documented in the Ads of the World archive, states the intent with uncommon directness: "For the most exclusive private condominium of Cascavel, we created a campaign to show the silence that brings you peace at the end of your day". That clarity of purpose is itself a creative choice. Rather than obscuring the residential category behind abstract lifestyle imagery, the team elected to make the emotional mechanism — silence producing peace — the explicit subject of the narrative. In film, this kind of proposition demands restraint: pacing, sound design, and visual composition must together produce the sensation the copy describes rather than merely illustrating it.
The two-asset structure of the campaign suggests the creative team prioritised depth of execution over breadth of coverage. Each film asset presumably carries the full weight of the silence proposition, allowing the narrative to develop rather than compress. For a hospitality and tourism campaign targeting an audience already primed for considered, immersive communication — the kind of prospect evaluating an exclusive private condominium rather than a transactional purchase — this approach aligns creative format with audience expectation. The choice of film as the sole medium further reinforces the campaign's commitment to experiential communication over informational advertising in the Brazil leisure market of 2019.
ARCHIVENo verified performance data for the "Colinas – Silence" campaign is publicly available. The campaign was not entered into, or did not receive recognition from, Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC's effectiveness database. No trade-press coverage has been identified in Campaign, Ad Age, Adweek, The Drum, or Contagious.
Structurally, the campaign carries several meaningful strengths. The central proposition — silence as the defining luxury of an exclusive private condominium — is singular, differentiated, and emotionally legible for its target audience in Brazil. A single-minded narrative expressed through film, as opposed to a fragmented multi-message approach, typically produces stronger brand recall among low-frequency, high-consideration categories such as private residential developments in the hospitality and leisure sector. The compact two-asset execution imposes creative discipline that often correlates with consistency of message delivery.
The campaign's structural limitation lies in its reach architecture. With two film assets and no documented media amplification strategy, "Colinas – Silence" appears calibrated for a geographically and demographically specific audience in and around Cascavel, Paraná. That constraint is commercially rational for a local private condominium but limits the campaign's capacity to generate the kind of broad cultural or industry conversation that would attract award recognition or trade-press attention. The Clapboard Score of 54 out of 100 reflects this balance: creative ambition and strategic clarity on one side, limited documented reach and absence of verifiable impact data on the other.
"Colinas – Silence" is a 2019 film campaign created by Amexcom for Colinas Golf Residence. It positions Cascavel's most exclusive private condominium around the emotional benefit of end-of-day quiet. The campaign comprises two film assets and was published in Brazil in August 2019, according to the Ads of the World archive.
Amexcom, a Cascavel-based agency, created the campaign. Creative Director Rafael Diego Greiner led the team, which included Art Director Carol Mincarone, Copywriters Clara Franzmann and Alvin Verdi Jr., and Account Executive Michelle Keykeys, as documented in the Ads of the World archive.
The strategy positioned silence as the primary luxury of an exclusive private condominium rather than competing on amenities. Amexcom's brief centred on demonstrating the restorative peace available to Colinas Golf Residence residents in Cascavel, Brazil, differentiating the development from competitors who typically lead with physical infrastructure and prestige address.
The "Colinas – Silence" campaign did not receive documented recognition from Cannes Lions, the Effie Awards, D&AD, The One Show, the Clio Awards, the Webby Awards, or WARC's effectiveness database. No trade-press reviews from Campaign, Ad Age, or Adweek have been identified for the 2019 Brazil campaign.
Colinas Golf Residence's "Silence" campaign received a Clapboard Score of 54 out of 100. The score reflects the campaign's clear strategic proposition and creative discipline alongside its limited documented reach, geographically focused media footprint, and absence of verifiable performance or impact data in the public domain.
Film allows silence and atmosphere to be rendered experientially through pacing, sound design, and composition — qualities that static formats cannot replicate. For a hospitality and leisure campaign selling an intangible emotional benefit to high-consideration buyers in Brazil's private condominium market, film offered the most direct route to communicating the campaign's restorative narrative.
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