Raça Magazine - "Black Characters (Short version)" by ANDY Awards 2023
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Raça Magazine - "Black Characters (Short version)"
This ad is part of the ACT Responsible Collection
- Brand: Raça Magazine
- Country: Brazil
- Advertiser: Pestana Arte & Publicações
| Title | Black Characters (Short version) |
| Agency | FCB Brasil |
| Campaign | Black Characters |
| Advertiser | Pestana Arte & Publicações |
| Brand | Raça Magazine |
| Posted | June 2022 |
| 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 | |
| AI Description | The ad showcases Raça Magazine's innovative use of a Twitter plugin to fill unused characters in tweets with content from Black voices. It starts with introducing the problem: the underrepresentation of Black voices in various sectors such as politics, arts, and economy. By utilizing the average unused Twitter character space, Raça enables tweets to be completed with influential Black figures' insights and achievements. Magazine covers and a dynamic interface of the plugin demonstrate the process, highlighting topics like arts, politics, and social issues. The tool taps into a database of Raça's 25-year history of Afro cultural content, encouraging community participation in adding new insights. The ad is visually engaging and information-rich, promoting the message of inclusivity and representation. |
| 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 |