Responsa - "Carolina"

Propeg

Propeg São Paulo, Brazil

1210

This ad is part of the ACT Responsible Collection

Brand: Responsa
Country: Brazil

Advertiser: Responsa

Title	Carolina
Agency	Propeg
Campaign	Second Chance
Advertiser	Responsa
Brand	Responsa
Posted	July 2022
Business Sector	Institutional/Public Interest/Non-Profit Org.
Tagline	If you can be good at something, you can be good at something
Story	Currently, about 800,000 people are serving a custodial sentence in Brazil. According to a 2020 survey (Source: Federal Supreme Court), the criminal recidivism rate in the country reaches 49.2%, almost half of the adult prison population. The reasons are many: the lack of professional training programs in the prisons, the non-acceptance by the family, the community and mainly: the prejudice that the ex-prisoners face in the job market. Many businessmen think that, having committed the crime once, the ex-convict will forever be a criminal. The film tells the true story of Rodolfo Maturana, a detainee who served time for car theft in Brazil and who, when he got out of prison, faced great difficulty in being reinserted into the job market. Using his talent for opening doors and locks, he makes a living as a locksmith. But after scenes that show the great prejudice of society towards him, we see Rodolfo at the end of the film breaking into a luxury car, as if he was returning to his life of crime. But to everyone's surprise, he saves a baby who was trapped inside the car. The film signs off with the message: “If you can be good at something, you can be good at something.”
Media Type	Print
Chief Executive Officer (CEO)	Victor Barros
Chief Creative Officer	Emerson Braga
Creative Director	Emerson Braga
Copywriter	Marcio Naziazeno
Copywriter	Rafael Damy
Art Director	Gustavo Batinga
Chief Product Officer	Melina Romariz
Customer Service Director	Michele Estevez
Media Manager	Patricia Seabra
RTV Production	Juliana Leonelli
Film producer	Santeria
Co-Director	Roddy Dextre
Executive Producer	Roger Garcia
Executive Producer	Edgard Soares Filho
Creative Director	Felipe Luchi