AdForum
Icaro Doria
Icaro Doria
Co-President/Chief Creative Officer at DM9
Sao Paulo, Brazil
Edit
See all work
TitleThe Cost of Gold
Agency
Campaign The Cost of Gold
Advertiser The Urihi Yanomami Association
Brand The Urihi Yanomami Association
PostedMarch 2023
Business Sector Charities, Foundations, Volunteers
Philosophy The Yanomami are the largest indigenous group in the Amazon rainforest, and they have an alternative version of the Oscar statuette. Without using gold as a raw material, the object is shaped like the deity Omama and will be sent to the winners of the world’s most renowned movie awards. The idea was developed by the Brazilian agency DM9 and it is meant to draw global attention to the humanitarian crisis of the indigenous people caused by illegal gold extraction. Before the winners receive the statuette, twenty of the main Oscar nominees will receive a video message via social media from Junior Hekurari Yanomami, leader of the Urihi Associação Yanomami. The receiving stars include Angela Bassett, Jamie Lee Curtis, Kerry Condon, Stephanie Hsu, Hong Chau, Brendan Gleeson, Judd Hirsch, Brian Tyree Henry, Barry Keoghan, Ke Huy Quan, Brendan Fraser, Colin Farrell, Austin Butler, Bill Nighy, Paul Mescal, Andrea Riseborough, Cate Blanchett, Michelle Williams, Ana de Armas, and Michelle Yeoh. The action will also direct artists and the audience to a digital calculator that shows the social and natural impact each gram of illegal gold has on the Amazon Rainforest and the Yanomami people. “In your culture, gold means success. For my people, for the forest and the creatures that still remain in the Amazon, it means death and destruction”, says Junior.
Media Type Case Study
Length
Chief Creative Officer
Vice President (VP)
Creative Team
Creative Team
Creative Team
Executive Producer
Executive Producer
Executive Producer
Coordinator
Coordinator
Production Manager
Director of Photography (DOP)
VFX Artist
VFX Artist
Music
Head of Production
Executive Producer
SFX
SFX
Producer
Chief Executive Officer (CEO)
Chief Operating Officer (COO)
Strategic Business Lead
Executive Creative Director
Creative Team
Creative Team
Creative Team
Content Producer
Content Producer
Graphics
Graphics
Account Planner
Media Manager
Director
Coordinator
Producer
Cameraman
Cameraman
Cameraman
Drone Operator
Artist
Photographer
Photographer
Editor

People related to this work

Talent you might be interested in

Trending

Rob Doubal

Co Presidents & Chief Creative Officers
London, United Kingdom
McCann London

Rob is Co-president and Chief Creative Officer of McCann London....

Virginia Wilhelmer

Creative Director
Vienna, Austria
DDB Vienna

Virginia started her career after successfully completing her stu...

Kate Murphy

Creative director
London, United Kingdom
Bartle Bogle Hegarty

In 2017, Murphy stepped into the position of creative director, t...

Alex Grieve

Global & London CCO
London, United Kingdom
BBH

After 12 years Alex returned to his alma mater as Global & London...

Jean-Philippe Martzel

Head of Strategy & Business Intelligence
Paris, France
FRED & FARID

Eric Stern

Managing Director / Partner
Culver City, United States
Anonymous Content, Los Angeles

Charlotte Hugh

Senior Creative
LONDON, United Kingdom
Digitas

Creative, writer, entrepreneur. I’m currently a senior creative f...

Ramiro Raposo

Executive Creative Director
Buenos Aires, Argentina
La Comunidad, Buenos Aires

Ramiro Raposo began his career in 2001 in DDB Argentina as junior...
SEE MORE TALENT

Create a free Talent profile and become a member of AdForum

Get Started