Sou da Paz - "Trigger Pen"

Tech and Soul São Paulo, Brazil

1505

This ad is part of the ACT Responsible Collection

Brand: Sou da Paz
Country: Brazil

Advertiser: Sou da Paz

Title	Trigger Pen
Agency	Tech and Soul
Campaign	Trigger Pen
Advertiser	Sou da Paz
Brand	Sou da Paz
Date of First Broadcast/Publication	2022 / 9
Business Sector	Charities, Foundations, Volunteers
Story	The work shows a bullet that is about to hit a child's head. So, the story begins to run backwards until it reaches where it all started: in the inkwell of a pen that signed an arms legislation.
Philosophy	Instituto Sou da Paz, a NGO founded in 1999 with the role of providing information on public security in Brazil, launched an impactful campaign created by the independent agency Tech and Soul. The piece acts as an alarm against the excessive weaponry of the Brazilian population, showing that a simple signature can transform a pen into an element as fatal as a gun. The current government has been responsible for approving rules and laws that encourage the arms of the Brazilian population – from a number close to 60,000 people with guns in 2019, when he became the nation´s president, there are now 1.3 million Brazilians with legal access to weapons, categorized as CAC (collector, marksman and hunter). The number of weapons in the hands of each of them is between six and thirty, with the right to 5,000 ammunition for each weapon – absurd numbers that are reflected in a scenario of intense public insecurity in the country. Instituto Sou da Paz is a Brazilian entity focused on public security that for over 20 years has been working with different methods to inhibit violence, creating public policies and helping to implement and distribute the best public policies for municipalities. It is one of the greatest expressions of the Estatuto do Desarmamento (Disarmament Statute), approved more than 20 years ago and now in the process of regulation, but already responsible for the scenario of high gun regulation in Brazil - something that may be falling apart in a country with more than 50,000 murder deaths a year. This scenario that has become similar to that of the United States, with gratuitous urban violence for futile reasons. So the film “Caneta Gatilho” premiered on September 7, Independence Day and a month before the elections, helping to raise public awareness about the consequences of arming the population of Brazil and the implications for public security. The piece reached 1 million views in just 1 week, with wide repercussions among several influencers and opinion makers.
Media Type	Digital
Length	62 seconds
Approval Client	Janaina Baladez
Approval Client	Izabelle Mundim
Chief Creative Officer	Flavio Waiteman
Creative Director	Renan Bulgari
Art Director	Cristiano Bernardo
Editor	Flavio Waiteman
Editor	Ricardo Millani
Executive Producer	João Pedro Albuquerque
RTV	Felipe Lopes
RTV	Queila Ribeiro
Attendance	Wilson Pereira
Attendance	Caio Zagatti
Attendance	Maria Cecília Freitas
Media	Ana Paula Ventura
Graphic Production	Rogerio Gonçalves
Developer	Luiz Cesar Leite
Production	Piloto Filmes
Director	Danilo Pontes
Director	Leonardo Trintinalia
Assistant Director	Roberto Veiga
Assistant Director	Maria Eduarda Vieira Felsmann
Director of Photography (DOP)	Victor Alencar Silva
Executive Production Direction	Daniel Soro
Executive Production Direction	Alexandre Chalabi
Executive Production Direction	Natália Souza
Executive Producer	Ciça Bertoche
Executive Producer	Larissa Luisi
Executive Production Assistant	Willian Sousa
Attendance	Regina Knapp
Attendance	Roberta Frederico
Attendance	Marília Raffaeli
Attendance	Rafael Costa
Attendance	Nara Chrysostomo
Production Coordinator	Mariana Guerra
Production Coordinator Assistant	Marcia Frota
Production Director	Ricardo de Rezende Franco
Art Director	Juan Manuel Maria Zavalla
Art Director	Flora Yurie Manni Fujii
Head of Post	Rafael Bozzi
Post Project Manager	Ana Flavia Monteiro
Post Project Analyst	Hugo Ferriolli
Finalizing	Victor Oliveira
Finishing Assistant	Junior Fernandes
Finishing Assistant	Rafael Cereda
Finishing Assistant	Ederson Lima
2D Concept	Victor Further
Motion	Ivan Franco
Colorist	Erick Moraes
VFX PRODUCTION	Tribbo Post
VFX Creative Director	Bibinho Carvalho
VFX Supervisor / Senior Editor	Rodrigo Pina
Senior Composer/ VFX Supervisor	Sergio D’ Piazza
3D Lead Artist	Erick Buosi
3D Coordinator	Gabriel Leça
Post Production Coordinator	Tato Carvalho
Post Production Coordinator	Rafael Flamínio
Motion Lead Artist	Fabiano Iwasita
T.I Manager	Lucas Pereira
T.I Junior Manager	Anderson Favaro
Conform Artist	Fernando Diniz
Attendance	Carolina Barros
Sound Production	BloodAudio
Music Producer	Otavio de Moraes
Sound Desing/ Finishing	Vitor Motter
Coordination	Camila Madio
Executive Production	Dani Monaco