Carlos Silvério, CCO at VMLY&R COMMERCE Brazil, shares a selection of impactful campaigns that have provided a positive spin on some serious social and environmental issues
My High Five selection has a common thread woven throughout - ideas and initiatives that shed light on urgent socio and environmental issues, especially those concerning economically stricken people, racial exclusion, gender discrimination and environmental neglect. This work is not creativity for creativity's sake, but creativity for a better world...
Ambev's AMA - 'Miles from Water'
Agency: Beta Collective
Drawing attention to the plight of people who do not have easy access to potable water, Ambev’s Ama water presents a clever campaign created by the Beta Collective. The out-of-home and digital media pieces in the city of São Paulo highlight the distances Brazilians must travel in their search for water. The campaign’s messages invite the public to imagine themselves travelling long distances just to get drinkable water. It’s worth mentioning that 100% of AMA’s profits are used to develop clean water projects in the Brazilian semiarid region.
Guaraná Antarctica x Women's Soccer - '#BotaElasnoJogo' / '#PutThemInTheGame'
The main purpose of this campaign is to reinforce the importance of the presence of female soccer players in video games. How? By exchanging generic names and images of players with real female players' names and images in video games. To do this, Guaraná Antarctica will contribute part of the payment for the image rights of those athletes who started '#BotaElasnoJogo', and are continuing to promote initiatives to help expand the movement.
VIVO - 'Telas Pretas' / 'Black Screens'
Agency: VMLY&R Brazil
This is an impactful initiative to promote art from people who don't readily have access to art galleries - Black artists. VIVO, a brand of Telefônica Brasil, the largest telecommunications company in the country, transformed every single screen of every single device displayed in all its stores across Brazil into canvases to exhibit Black artists’ artwork, turning every VIVO store into an art gallery and a celebration of inclusivity.
Pacto Global Rede Brasil - 'Mude para Marte' / 'Move to Mars'
A warning in the form of irony, this film shows the benefits and advantages of moving to Mars for companies that have not signed the UN Global Compact commitment. The campaign highlights Mars as the perfect destination - a place with no rules - to follow rules, since there are no forests, rivers or animals to be preserved; a place with longer days, allowing longer working hours; a place where there are no demands for fair wages, the tax burden is zero, and finally where there are no gender or race equity practices to contend with in the workplace.
Heineken - 'Heineken Biosfera' at Mita Festival
This campaign is all about brand experience. Heineken celebrated the return to major music festivals with its 'Green Your City' platform that created an immersive installation at the Mita Festival - a musical biosphere. The sensorial experience spotlighted the Atlantic Forest as the protagonist, which aimed to inspire thoughtful awareness regarding sustainability and our environment through a structure that brought Brazil’s biomes together in the form of an urban jungle with trees, plants and artistic installations related to nature.