Raça Magazine - "Black Characters (Long version)"

FCB Brasil

FCB Brasil São Paulo, Brazil

1368

This ad is part of the ACT Responsible Collection

Brand: Raça Magazine
Country: Brazil

Advertiser: Pestana Arte & Publicações

Title	Black Characters (Long version)
Agency	FCB Brasil
Campaign	Black Characters
Advertiser	Pestana Arte & Publicações
Brand	Raça Magazine
Posted	April 2023
Business Sector	Newspapers, Magazines, Books
Story	In Brazil, 54% of the population is black, while 82.2% of congressmen and 84% of journalists at the biggest newspapers are white.
Problem	To occupy spaces in public opinion, Raça Magazine, the largest publication on Afro Culture in Brazil, rethought the use of the most influential social network. Twitter has a limit of 280 characters. But the average characters used per tweet is 33. Which means: there are 247 characters to be occupied by a black voice. Black Characters is a collaborative tool that completes your tweet in real time, filling in the unused characters with a black reference related to the content being written. It includes 25 years of Raça’s publications and allows the black community to co-create the database by including new content.
Media Type	Case Study
Length	132 seconds
Advertising Manager	Maurício Pestana
Advertising Manager	Hamalli Alcantara
Chief Creative Officer	Ricardo John
Executive Creative Director	Anna Martha Silveira
Executive Creative Director	Marcelo Rizerio
Creative and Innovation Director	Pedro Araujo
Associate Creative Director	Ricardo Alonso
Creative Director	Luiz Filipin
Art Director	Diogo Rodrigues
Copywriter	Cesar Finamore
Art Director Assistant	Lucas Felix
Content Team	Michele Carlos
Content Team	Thea Rodrigues
Content Team	Nina Sobrinho
Content Team	Marta Carvalho
Chief Strategy Officer	Renata D´Avila
Chief Growth Officer	Fábio Freitas
Media Team	Tiago Santos
Media Team	Edson Melo
Media Team	Cintia Mavros
VP Account Director	Elton Longhi
Project Manager	Renata Reigota
Project Manager	Anna Strohm
Legal	Catarina Fugulin
Production Company	FCB Studio
Motion Designer & Editor	Matheus Melo
Production	Fernanda Geraldini
Production	Paulo Bruno
Technology	Juscelino Vieira
Technology	Liandra Monteiro
Technology	Guilherme Okamoto
Sound	Shuffle Áudio
Sound Production	Henrique Ruiz Nicolau
Sound Production	Francisco Castellano
Sound Production	Marina Leite
Musical Producer	Franscico Castellano