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This JWT Brazil Campaign Shatters Stereotypes of Indigenous Peoples

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The Amazonian Baniwa people star in powerful film for the Social and Environmental Institute

This JWT Brazil Campaign Shatters Stereotypes of Indigenous Peoples
In the northwestern most part of the Brazilian Amazon region, known as the "head of the dog", live the Baniwa people, who star in the new campaign for the Social and Environmental Institute (ISA). Created by J. Walter Thompson and produced by Prodigo Films, the institutional campaign is the largest in the history of the ISA, and the first in partnership with the agency.
The project’s objective is to demystify the concept of these isolated people as the only indigenous communities worthy of having their rights respected. "Part of the population created -even with the help of school books- the image of the 'pure' native, the native more indigenous than others, as if those who strayed from this stereotype do not deserve to have their rights guaranteed," says Mariana Borga, Creative Director of J. Walter Thompson, who adds, "We want to shatter this prejudice".
The Baniwa - who despite having incorporated several non-indigenous habits, still maintains their social organisation, language, and a strong relationship with the environment - were chosen to embody (and put a face on) the message. "They identified with the proposal, because they frequently have their identity questioned," says Bruno Weis, Communications Coordinator at ISA. "They feel like, recognize, and present themselves as natives, but a part of the population insists that they are not."

Further describing the campaign, Ricardo John, CCO of J. Walter Thompson, comments that the ISA carries out fundamental work with the native populations of Brazil, and needs support in order to continue in this fight. "But it's impossible to get that support when people continue to be prejudiced," he says. "We are not at all like our great-great-grandparents, and that doesn’t mean that our identity is questioned, so why do this to the indigenous peoples?" asks Rodrigo Grau, also CCO of J. Walter Thompson.
The project touched on a sensitive point. “The insight about prejudice exposes an issue not widely discussed in Brazil, racism against the indigenous people,” says Jurandir Craveiro, President of ISA.
The spot was produced by a small team of two directors, a director’s assistant, and a sound operator with a drone, who followed the Baniwa's routine over the course of six days in the Amazon forest.
“We put aside all our advertising mentality and dealt with the project as a documentary," says Andre Godoi, Scene Director at Prodigo Films. I managed to combine cinematography and direction in a direct and real concept, portraying the indigenous community and prejudice," adds Daniel Klajmic, also Scene Director at the production company.
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Advertiser: Social and Environmental Institute, Brazil

Post Production / VFX

Post Production Company: Tutu Mesquita

Finish: Dot

Creative Agency

Creative Agency: J. Walter Thompson Brazil

Chief Creative Officer: Ricardo John, Rodrigo Grau

Executive Creative Director: Humberto Fernandez

Head of Art: Humberto Fernandez

Art Director: Caio Gandolfi

Copywriter: Diego Ferrite, Mariana Borga

Account Management: Renata Buess, Henrique Sarcinella, Caio Sabag

Media Strategy: João Dabbur, Camila Bertoli, Pedro Graça

Planner: Fernand Alphen, Bertrand Coca, Marcus Pesavento

Production Company

Production Company: Prodigo Films

Director: Andre Godoi and Daniel Klajmic

Executive Creative Director: Francesco Civita

Executive Producer: Gregory Bontá, Nathalie Gautier

DOP: Daniel Klajmic


Sound Design: Satelite Audio


Editor: Kauê Kabrera

Genres: Documentary, People, Dialogue

Categories: Awareness, Corporate, Social and PSAs

Wunderman Thompson Sao Paulo, Wed, 15 Mar 2017 10:59:40 GMT