| Titulo | Black Characters (Long version) |
| Agência | FCB Brasil |
| Campanha | Black Characters |
| Anunciante | Pestana Arte & Publicações |
| Marca | Raça Magazine |
| Posted | Abril 2023 |
| Sector Empresarial | Jornais, revistas e livros |
| História | In Brazil, 54% of the population is black, while 82.2% of congressmen and 84% of journalists at the biggest newspapers are white. |
| Problema | 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. |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Director de publicidade | Maurício Pestana |
| Director de publicidade | Hamalli Alcantara |
| Chief Creative Officer | Ricardo John |
| Director executivo criativo | Anna Martha Silveira |
| Director executivo criativo | Marcelo Rizerio |
| Creative and Innovation Director | Pedro Araujo |
| Director assistente criativo | Ricardo Alonso |
| Director criativo | Luiz Filipin |
| Director de arte | Diogo Rodrigues |
| Redator | 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 |
| Produtora | FCB Studio |
| Motion Designer & Editor | Matheus Melo |
| Produção | Fernanda Geraldini |
| Produção | Paulo Bruno |
| Technology | Juscelino Vieira |
| Technology | Liandra Monteiro |
| Technology | Guilherme Okamoto |
| Som | Shuffle Áudio |
| Produção de som | Henrique Ruiz Nicolau |
| Produção de som | Francisco Castellano |
| Produção de som | Marina Leite |
| Musical Producer | Franscico Castellano |
More Work
SEE ALLCashback For Your Jersey’s Back
- MARCA:
- Flash
- AGÊNCIA:
- FCB Brasil
The Future is Black
- MARCA:
- Raça Magazine
- AGÊNCIA:
- FCB Brasil
Mike's in a Beer World
- MARCA:
- Mike's Hard Lemonade
- AGÊNCIA:
- FCB New York
Black Characters (Short version)
- MARCA:
- Raça Magazine
- AGÊNCIA:
- FCB Brasil
The Unshouted Goal
- MARCA:
- Band
- AGÊNCIA:
- FCB Brasil
The Fairest Prenup
- MARCA:
- Brastemp
- AGÊNCIA:
- FCB Brasil
Washing Away Excuses
- MARCA:
- Whirlpool's Brastemp
- AGÊNCIA:
- FCB Brasil
SweetBlock (print)
- MARCA:
- Abraji and Congresso em Foco
- AGÊNCIA:
- FCB Brasil
SweetBlock
- MARCA:
- Abraji and Congresso em Foco
- AGÊNCIA:
- FCB Brasil