Friday 13th, right after the end of the Tokyo Olympic Games, was the chosen day by the SOS Mata Atlântica Foundation (a Brazilian NGO that fights in defense of the Atlantic Forest) to present its new initiative: The Torch of Shame, in a campaign created by GTB Brazil.
A terrifying version of the Olympic symbol, the torch wants to draw public attention to a tradition that has been breaking records across Brazil: deforestation.
Developed in partnership with the sculptor Renato Hollanda Cavalcanti, the piece is made from a devastated tree, which gained details in metal and finishing to highlight the contrast between destruction and glory.
“Deforestation is a widespread problem among Brazilian biomes. In the Atlantic Forest, in particular, it has reached disastrous numbers. Currently, only about 12.4% of the original forest remains intact. It is necessary for public opinion to pay attention and stay united to stop this tragedy. In this sense, we raise the Torch of Shame to draw the attention of Brazil and the world to the urgency of the problem”, says Afra Balazina, Mobilization Director at SOS Mata Atlântica Foundation.
In addition to the launch film, a campaign includes digital materials and a page on the NGO's website, which explains the 'sports' of deforestation and some of the sad records they have been reaching in the Atlantic Forest.
Agency: GTB Brasil
Client: SOS Mata Atlântica
Executive Creative Director: Vico Benevides
Creatives: Hugo Cacique, Matheus Matsumoto
RTV: Natalie Tacchi
Account Management: Rafael Franceschini
Planning: Mariana Coelho
Social Media: Tamyris Bueno
Film Company: Lemonade
Director: Raphael Rodriguez
Camera: Willian de Paula Correia do Prado
Camera Assistant: Alexandre Borba Telles
Sound: Thiago do Nascimento Zampronio
Account Management: Luana Duller
Edition: Fábio Freitas
Motion: John Alves
Audio Production, Sound Design and Mix: Eduardo Santos
Soundtrack: Eduardo Santos, Gustavo Santana
Sculptor: Renato Hollanda Cavalcanti
Approved by: Afra Balazina, Matheus Felipini Mussolin
Categories: Environment, Corporate, Social and PSAslbbonline.com, Wed, 18 Aug 2021 07:32:47 GMT