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Black Salary Friday

Black Salary Friday | Instituto Identidades do Brasil | Leo Burnett
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basics
Industry: Public interest & Non-profit
Media:Cyber
Market:Portugal
Style: Minimalism
descriptioncnen
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.
credit
Brand:
Agency:
Chief Creative Officer:
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Editing:
Other credit:Media: Andrea Hirata, Ana Claudia Rosati, Teresa Urbano and Nathalia Linari.
Digital Projects / Content: Denis Gustavo, Pedro Rais, Katia Rosa, Andreza Aguiar and Cirilo Dias
Agency Integrated Production Director: Maria Fernanda Moura
RTV: Carol Araújo
3D Artist: Mazola Rímoli
Audio Production Company: S de samba
Client approval: Luana Génot (ID_BR).
Link:http://www.blacksalaryfriday.com
awards
D&AD 2019
Wood Pencil PR
Reactive Response
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