The One Show
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Category
Digital Product / Promotional
Annual ID
OS22_IP022M
About the Work
Brazil was the last occidental country to abolish slavery, that had a profound effect in our society: structural racism. An unwanted legacy that people don’t notice anymore and still lives on in our culture, behavior and most important our language.
In a world where everyone is connected and have a mobile, words have become exponentially more powerful. The racially biased expressions have now the reach to impact millions of people.
TIM, one of Brazil’s biggest phone carriers, has diversity and inclusion as its brand pillars and knows the crucial role smartphones have in shaping today’s society. That’s why we wanted to raise awareness to the racism hidden in the language we use, but most important, we wanted to create a tool to fight against it with an even more powerful weapon: education.
In a world where everyone is connected and have a mobile, words have become exponentially more powerful. The racially biased expressions have now the reach to impact millions of people.
TIM, one of Brazil’s biggest phone carriers, has diversity and inclusion as its brand pillars and knows the crucial role smartphones have in shaping today’s society. That’s why we wanted to raise awareness to the racism hidden in the language we use, but most important, we wanted to create a tool to fight against it with an even more powerful weapon: education.
2022 Awards
Total Points: 3
Merit
Credits
Agency
BETC HAVAS / São Paulo
Client / Brand
TIM Br / Rio de Janeiro
Art Director
Gabriel Ortiz
Chief Creative Officer
Erh Ray
Creative Director
Alexandre Vilela
Alexandre Fernandes
Creative
Amanda Perlingeiro
Deborah Ferreira
Jessica Marins
Advertiser
Ana Paula Castello Branco
Bárbara David
Carolinne Spiegel
Maristela Abreu
Brand & Business Director
Flavia Braga
Brand & Business Executive
Fabiana Barros
Brand & Business Intern
Juliana Freitas
Business Director (RJ)
Alexandra Brown
Chief Business Officer
Marcos Lacerda
Creative VP
Alexandre Vilela
Head of Growth & New Business
Jairo Soares
Junior Account Executive
Rharyin Moraes
Linguistic Researcher / Consultant (Vírgula Consultoria)
Fred Soares
Matheus Melgaço
Vitor José
Production Company (App development)
Brave / Rio de Janeiro
Project Supervisor
Guilherme Grativol
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