The One Show
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Category
Music Videos
Annual ID
OS23_BE063M
About the Work
In Brazil, street culture is usually seen as something marginalized and not culturally and artistically valuable. Often, artistic manifestations of this universe are reprimanded, not only by people, but also by the State. Our goal was to create a new look at street culture, using the law itself – often used to rebuke it – to, this time, protect it. Our goal was to engage people who, like the brand, want to take care of street culture, so that they are amplifying. Thus, the public who tend to care about and strengthen street culture, had in their hands a tool to put this into practice, in an affirmative and transformative way.
Unbreakable Courts is a project that has transformed a musical piece into a very powerful media. We released a song and a music video signed by one of the main Brazilian rappers, Rincón Sapiência with all the traditional strategy of a music release. But there, hidden in the lyrics, were the steps for anyone to make a court indestructible. We could not spread this message in the mainstream media – because then they would change the law on the transformation of public spaces into heritage. Therefore, we chose this piece of entertainment, which would only reach consumers of urban culture.
With 5 steps, supported by the Brazilian legislation, we promote an open-source method to transform street courts into a cultural heritage site, spreading the method throughout the country.
Unbreakable Courts is a project that has transformed a musical piece into a very powerful media. We released a song and a music video signed by one of the main Brazilian rappers, Rincón Sapiência with all the traditional strategy of a music release. But there, hidden in the lyrics, were the steps for anyone to make a court indestructible. We could not spread this message in the mainstream media – because then they would change the law on the transformation of public spaces into heritage. Therefore, we chose this piece of entertainment, which would only reach consumers of urban culture.
With 5 steps, supported by the Brazilian legislation, we promote an open-source method to transform street courts into a cultural heritage site, spreading the method throughout the country.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Africa / Sao Paulo
Client / Brand
Ambev / São Paulo
Production Company
SICARIOS / São Paulo
Plugh / Sao Paulo
Music / Sound Production Company
LOUD+ / São Paulo
Copywriter
Angerson Vieira
Bruno Reis
Rodrigo Barbosa
Chief Creative Officer
Sergio Gordilho
Chief Technology Officer
Fabio Palma
Creative Director
Fernando Marar
Rodrigo Barbosa
Raphael Santos
Director
Nixon
Director of Photography
Nixon
Editor
Lucas Bootleg
Tarin Picker
Executive Creative Director
Angerson Vieira
Bruno Valenca
Matias Menendez
Executive Producer
João Luz
Patrick Petry
Agency Producer
Rodrigo Ferrari
Tais Olhiara
Juarez Lima
Stylist
Nina Guimarães
Agency Editor & Motion Designer
Ricardo da Matta
Juarez Lima
João Corazza
Approved by
Daniel Wakswaser
Carolina Caracas
Andre Mota
Ludmila Kaminskas
Kelen Lima
Paulo Morales
Art Direction (Film Production Company)
Caca Montagnana
Art direction assistant
Vic Flaksbaum
Art Producer
Lelo Carvalho
Daiana Arna
CASTING
Mariana Carneiro
Client Services
Carolina Boccia
Heloísa Pupim
Ana Andrade
Juliana Jezernicky
Jéssica Bodelace
Color
Acauan Pastore
Creative (Film Production Company)
Renan Moraes
Creative Director (Film Production Company)
Nixon
Direction Assistant
Larissa Andrade
Pedro Vincentini
Motion
João Paulo Vasconcelos Xavier
Operations
Lindin Lima
Production direction
Rafa Pinto
Projects Manager
Beatriz Marques
Special Projects
Fernando Alonso
Isabela Levy
Lica de Souza
Thays Miranda
Caio Rodrigues
Theo Etlin
Special Projects Creative Director
Juliana Leite
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