Title | Black Salary Friday |
Agency | Leo Burnett Tailor Made |
Campaign | Black Salary Friday |
Advertiser | Instituto Identidades do Brasil (ID_BR) |
Brand | Instituto Identidades do Brasil (ID_BR) |
Date of First Broadcast/Publication | 2019 |
Business Sector | Institutional/Public Interest/Non-Profit Org. |
Philosophy | In Brazil, black worker’s salary is 47% lower than white ones. The Black Awareness Day and Black Friday happen in the same week. How to draw attention to racial equality when everybody is thinking about discounts? ID_BR (Brazil’s Identities Institute), a NGO for black rights, launched the Black Salary Friday campaign. A fictitious promotion offering a 47% discount when hiring a black person. We spread banners and videos announcing the sale. By clicking the offer, people discover how bad is the situation of black workers in Brazil. |
Media Type | Digital |
Length | |
Copywriter | Fabio Nagano |
Copywriter | Filipe Medici |
Copywriter | Renato Ramalho |
Copywriter | Rafael Fagundes |
Agency Production Director | Maria Fernanda Moura |
Agency Producer | Carol Araujo |
Editor | Matheus Basilio |
Account Lead | Fabio Brito |
Account Executive | Caio Rosario |
Media Vice President | Andrea Hirata |
Planning | Tiago Lara |
Digital Project Lead | Denis Gustavo |
Digital Project Manager | Pedro Rais |
Digital Planner | Katia Rosa |
Content Director | Andreza Aguiar |
Client | Luana Genot |
Audio Production Company | S de Samba |
Chief Creative Officer | Marcelo Reis |
Creative Vice President | Wilson Mateos |
Art Director | André Rival |
Art Director | Claudio Junior |
Art Director | Marcela Jardini |
Art Director | Breno Ribeiro |
Production Company | S de Samba |