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Filipe Medici
Filipe Medici
Associate Creative Director at MRM New York
New York, United States
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TitleBlack Salary Friday
Agency
Campaign Black Salary Friday
Advertiser Instituto Identidades do Brasil (ID_BR)
Brand Instituto Identidades do Brasil (ID_BR)
Date of First Broadcast/Publication 2019
Business Sector Institutional/Public Interest/Non-Profit Org.
Philosophy In Brazil, black worker’s salary is 47% lower than white ones. The Black Awareness Day and Black Friday happen in the same week. How to draw attention to racial equality when everybody is thinking about discounts? ID_BR (Brazil’s Identities Institute), a NGO for black rights, launched the Black Salary Friday campaign. A fictitious promotion offering a 47% discount when hiring a black person. We spread banners and videos announcing the sale. By clicking the offer, people discover how bad is the situation of black workers in Brazil.
Media Type Digital
Length
Copywriter
Copywriter
Copywriter
Copywriter
Agency Production Director
Agency Producer
Editor
Account Lead
Account Executive
Media Vice President
Planning
Digital Project Lead
Digital Project Manager
Digital Planner
Content Director
Client
Audio Production Company
Chief Creative Officer
Creative Vice President
Art Director
Art Director
Art Director
Art Director
Production Company

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