Raça Magazine - "Black Characters (Long version)" by ANDY Awards 2023
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Raça Magazine - "Black Characters (Long version)"
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 | |
| AI Description | The ad for Raça Magazine introduces 'Black Characters,' a tool designed to amplify black voices on Twitter. It opens by highlighting the disparity in representation within Brazilian congress and journalism. Using text slides, viewers learn about the predominantly white demographics in influential spaces. A speaker discusses how one-dimensional narratives can be harmful, tying into the launch of this innovative tool. The tool fills unused tweet characters with content from a vast database of black references. Examples include tweets about black politicians and artists, visually demonstrating the interface and the user experience of completing tweets. Social media posts, magazine spreads, and tweets with the hashtag #BlackCharacters are flashed across the screen. The ad features interviews, statistics, and support from cultural institutions, emphasizing the widespread impact and engagement of the project. The visuals are minimalist, focusing on black, white, and textual elements, creating a clean and impactful aesthetic. The ad concludes by reiterating the tool's success and Raça Magazine's commitment to amplifying black voices beyond its pages. |
| 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 |