| Titulo | I Am |
| Agência | VML Brazil |
| Campanha | I Am |
| Anunciante | Starbucks Corporation |
| Marca | Starbucks |
| Data da primeira Transmissão/Publicação | 2020 / 7 |
| Sector Empresarial | Café, chá, bebidas achocolatadas, bebidas de pequeno-almoço |
| História | VMLY&R São Paulo turned a local Starbucks into a registry office to legally change the names of trans individuals. The action transformed the entire internal structure of the store, making service windows, equipment, signage, teams and processes typical of a registry office. Participants were able to leave the store with official documents recognizing their new names. On the last day of Pride Month, a video titled “I Am,” which highlighted the activation, launched on Starbucks Brazil’s social media. |
| Filosofia | At Starbucks, everyone can be whoever they want to be. The proof is that the name written on the cup is exactly the same one the person says. No questions asked. A brand truth that is well-known all over the world. We transformed Starbucks into a notary office in order to legally change the names on the documents of transgender individuals. |
| Problema | In Brazil, transgender people have a very hard time getting their names changed on their documents. This is a big problem when it’s time to find a job, see a doctor, go to college, among several other social and psychological issues. |
| Resultado | The project had a number of name exchanges 7x higher than São Paulo’s annual average The project garnered media coverage from all across the globe The I Am project has expanded and became a major program for the trans employees of Starbucks Brasil |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Chief Creative Officer | Rafael Pitanguy |
| Produtora | Piloto Filmes |
| Empresa de design sonoro | Tesis |
| Director criativo | Rafael Gil |
| Director criativo | Isabelle de Vooght |
| Director criativo | Rodrigo Almeida |
| Redator | Breno Oliveira |
| Director de arte | Pedro Assis |
| Director de arte | Rick Abreu |
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