Two days ago we met Joel Renno in restaurant Forneria in Ipanema. During our conversation, we found out that Joel works for EBX, a huge company involved in mining, crude oil and lately in developing Brazil’s new super port. “This is going to be the Brazilian counterpart to Rotterdam and Singapore,” Joel told us.
“Wow, that big?” I said. “But doesn’t EBX belong to Eike Batista, Brazil’s most successful businessman? What’s the man like?” I asked Joel.
“Probably not at all what you’d imagine.” Joel says: “But, why don’t you find out for yourselves? I will pick you up from your hotel Wednesday morning at 11 am sharp.” And here we are, Wednesday morning, driving through the streets of Rio, towards… “In fact, where are we actually going, Joel?” I ask.
“Wait and see,” he says. At the end of Copacabana we turn left into a tunnel and exit in the Botafogo neighbourhood.
“All we know about Eike is that he’s the most successful businessman in Brazil. What’s so special about him?” Anouk asks.
Joel waits a few seconds before answering. “The man has a super power. As he says himself, he has a special link with Mother Earth. And it’s as if Mother Earth is telling him where to find raw materials – like iron, gold and oil.” “What’s he like to work with?” Anouk asks.
“Professional and very passionate,” Joel says.
On our right there’s Sugar Loaf Mountain, one of Rio’s famous landmarks. The rock is almost 400 metres high and sticks out of the Atlantic Ocean at the entrance to the bay. A glass-walled cable car takes you up a 1400-metre stretch to some incredible views.
“What is he passionate about?” Anouk asks.
“Everything he does,” Joel says. “If he’s not passionate about something, he’s not doing it!”
Before reaching Flamengo Beach, we take a left turn and make our way uphill. We turn right and left and then right again. And just as I want to say I have lost my orientation, Joel says: “This is it! From here we’ll take the train up to Corcovado. From the statue of Christ we’ll have a perfect view of one of Eike’s biggest passions: Rio de Janeiro.”
© 2012 CoolBrands – Around the World in 80 Brands
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Tags: Global Storytelling Campaign, Anouk Pappers, Maarten Schäfer, Around the World in 80 Brands, Around the World, 80 Brands, Around the World in 80 days, CoolBrands Storytelling, Storytelling, CoolBrands, cool storytelling, third party storytelling, creating talk value, storytelling, Anouk, Pappers, Brand anthropologist, people planet profit, brands with a purpose, Maarten, Schäfer, storyteller, storytelling guru
By Maarten Schäfer – By Maarten Schafer