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Why This Loved Brazilian Sitcom Character Was Removed from a Special Broadcast

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WMcCann and SBT highlight the issue of child abandonment with 'El Chavo'

Why This Loved Brazilian Sitcom Character Was Removed from a Special Broadcast
Brazilian TV channel SBT broadcast a special episode of the sitcom El Chavo last week to raise awareness of child abandonment. The main character of El Chavo, who is an orphan living alone, was omitted from the show. He is one of the most beloved characters in the country.

The campaign was created by WMcCann. After watching all episodes of the show, the agency used the technique of rotoscopy to remove the boy from the episode scenes, which were edited to create a new story. In the special episode - which featured original voice actors - the village characters notice that Chavo is missing and start looking for him. This way, SBT ensured visibility to a social problem that is often invisible to the public eye.

“This is one of the oldest shows of SBT - it has just completed 35 years on the SBT grid and people love it," said Priscila Stoliar, SBT marketing manager. "But unfortunately, it addresses a persistent social problem: child abandonment. And as SBT do Bem promotes actions for reflection and transformation of society, we wanted to use this opportunity to raise awareness about this problem through a character that shows the situation of many children in Brazil, although many times we don’t see Chavo as a homeless child, but he lives in a barrel, is always hungry (looking for ham sandwiches), and has no father or mother.” Priscila also noted that the theme will be further addressed by the SBT journalism department.

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Sound Company: Satélite Áudio

Voice Over: RioSound

Post Production / VFX

Post Production Company: Bernardo Leite and equipe Mandrill


Brand: SBT

Production Company

Production Company: Homem de Lata Filmes

Director: Ale Braga

Creative Agency

Creative Agency: WMcCann

Chief Creative Officer: Hugo Rodrigues and André Marques

Creative Director: Ricardo Weitsman, Nicolás Romanó and Viviane Pepe

Creatives: Alexandre “Xela” Oliveira, Rafael Dyer, Pedro Chaves, Felipe Latgé and Ricardo Weitsman

Producer: Tato Bono (VP), Cayan Lobo, Rosinha Pinheiro, Fabiana Diniz

COO: Kevin Zung

Managing Director: Marcio Borges

Head of Art: Felipe Gomes

Editor: Yuri Porto

Client Service: Anna Moraes and Vitoria Silvestre

Media: André França (VP), Horácio Rosário, Daniel Neves, Vitória Lobo, Lucas Gonçalves

Categories: Media and Entertainment, TV and Radio

McCann LATAM, Tue, 27 Aug 2019 16:31:51 GMT