Pettrus "Popósito"

An in-depth reflection on sustainable and ethical practices in the mining and interior design industry, encouraging a commitment to innovation and environmental and social responsibility.

Choices define our relationship with time and space. In the "Purpose" campaign, we question not just the tangible, but how we deal with the intangible — the decisions we make, the importance we assign, and our awareness of the world around us. In a world driven by the immediate and convenient, we propose a moment of deconstruction of the past to truly understand the history, feeling, art and purpose behind each stone.

The main objective of the "Purpose" campaign is to challenge and expand perceptions about the use and meaning of natural stones, highlighting their intrinsic beauty, historical value and cultural importance. It aims to promote deep reflection on sustainable and ethical practices in the mining and interior design industry, encouraging a renewed commitment to innovation and environmental and social responsibility.

The "Purpose" campaign, an initiative designed by Pettrus for the Marmomac Fair, the most prestigious event in the stone and coatings sector. Here, we uncover the essence of what we do and why we do it, inviting everyone to reflect on the impact and importance of stone in our lives and in the world.

We understand that it is our duty to rethink old practices and show new ways, innovating to improve. We are on the threshold of an era in which innovation and change are necessary and urgent. Our film created for Marmomac is an invitation to explore these deep and urgent questions:

What is the true human, social and environmental value of a stone?
Where does it really come from?
How can we improve our relationship with this fundamental material?

The Meaning of the Stone

Stone is more than a material; it is a testimony to the history of the Earth, an expression of the eons. Its veins run through the interior of the planet long before our existence. She is shelter, she is the canvas for the artist and she represents a purity and raw beauty that demands understanding, not interference. Stone is intrinsic to our history and our cultural and environmental development.

Petrus's mission is to honor the eternal, transform perceptions and practices, and care for the people involved in each process of our production. We value those who materialize the artistic potential of Brazilian ornamental rocks, from extraction to the finalization of the product.

The campaign received the 'Best Communication Message' award at Marmomac, awarded by Elle Decor Italy magazine.

This recognition by Elle Decor Itália magazine, as "Best Communication Message" at Marmomac, is a testimony to the Augusto Custodio office's commitment to intertwining sensitivity, innovation and socio-environmental responsibility in our projects. The award not only validates our unique approach to telling impactful and meaningful visual stories, but also reinforces our dedication to promoting sustainable and ethical practices in the design industry. Every campaign we design is a reflection of our passion for creating conversations that not only capture the imagination, but also encourage deep reflection on the choices that shape our world.