/SENAC SKILLS COMPETITION

/SENAC

/2021

@ VITÓRIA | BR

CONTEXT & STRATEGY

The Senac Professional Education Competition is one of Brazil’s most prestigious vocational training events, designed to showcase the skills and expertise of students from across the country. More than just a competition, it serves as a bridge between education and the professional world, testing participants in real-world challenges while reinforcing Senac’s role as a leader in workforce development.

This campaign was created to generate excitement, increase engagement, and position the event as a highly prestigious, career-defining opportunity for young professionals. It also needed to highlight the competition’s connection to the WorldSkills Shanghai 2022, reinforcing its international significance.

The campaign transformed the competition into an engaging, game-inspired experience, positioning participants as "knowledge athletes" to reinforce prestige and excitement. A reality-show format highlighted real-world challenges, while custom character illustrations brought storytelling and visual appeal. A multi-channel approach ensured strong branding across digital, print, and event spaces, with live streaming and interactive content driving nationwide engagement and reinforcing Senac’s leadership in professional education.

COPY

The Greatest Senac Talents in an Exciting National Competition.

Skilled athletes from across Brazil will compete for the title of Best Professional in the Country in the 3rd edition of the Senac Professional Education Competition.

For three intense weeks, participants will go head-to-head in high-stakes challenges across seven professional fields: Hairdressing, Culinary Arts, Healthcare & Social Support, Restaurant Service, Beauty & Wellness, Floristry, and Hospitality. The competitions simulate real-world job scenarios in a reality-show format, testing both technical skills and problem-solving abilities.

This year’s edition brings together 55 expert educators and 47 competitors from 21 Brazilian states in an event that showcases the power of professional education. Gold medalists will have the opportunity to represent Brazil in the prestigious WorldSkills Shanghai 2022—the world’s largest vocational education competition.

October 6–31. Follow the competition live at: www.senac.br/competicoes.

Join us in cheering for the 2021 Senac Professional Education Competition and witness how Senac trains true champions.