In The News Translations – 11/9/17

FCB Brasil’s newest campaign for Estadão gives ten reasons why the publication deserves to win this year’s Caboré Prize, present Portal Making OfAdonlineAcontecendo AquiBlog do Adonis and Grandes Nomes da Propaganda.

TRANSLATION

Estadão launches campaign with 10 reasons to win Caboré 2017

The newspaper O Estado de S. Paulo is among those indicated in the category Communication Vehicle – Content Producer of the Caboré 2017 Prize. FCB Brasil signs the “Want to know? Estadão no Caboré” campaign, which brings 10 reasons why Estadão deserves to win.

The communication, which airs until November 30, has simple page ads, internet movie, sequential 10 footers and a special insert in the advertising and marketing trade. Among the motifs, the pieces highlight the innovation of the newspaper, projects from Real to Reality and Violence Songs, which are part of the Media Lab Estadão, credibility and engagement in social networks, in addition to the exclusive content developed by the newspaper, among other things.

Meet the 10 highlights:

1) “From Real to Reality:” a corruption number converter created by the Media Lab Estadão and awarded at Cannes and the major advertising festivals in the world.

2) Credibility recognized by its subscribers and also by the market: for the 14th time in 17 years; winner of the “Most Admired Vehicles” award.

3) Innovative stance in all media and what makes the difference: 27% growth in digital signatures in the first half of 2017 and leadership in social network engagement in September 2017.

4) “EZTADÃO”: project with Motorola in which MotoZ was used with MotoSnaps to photograph and record videos that have been published in all platforms of Estadão.

5) Estadão innovates to grow even more: news on Instagram and new channels on YouTube, an e-commerce Paladar, focused on high gastronomy.

6) “Cover Pack:” a Pelé coffee pack made with the cover of the day, to show how fresh the product is.

7) Believing and investing in the development of the advertising market is one of the brands of Estadão, so it represents Brazil at the Cannes Lions Festival and created its own award, the “Estadão Cannes Challenge.”

8) In less than two years of existence, Media Lab Estadão, a platform for special advertising projects, has already won 8 Lions at the Cannes Film Festival.

9) Estadão innovates to bring the best content beyond the newspaper, with courses, forums and debates, as well as exclusive content tailored to its advertisers.

10) “Violence Songs:” partnership with the Disque-Denuncia to combat the trivialization of violence against women.

The Caboré Prize is considered the biggest prize in Brazilian advertising. It consecrates the main professionals and companies that contribute to the development of the communication industry in Brazil. Established by Meio & Mensagem in 1980, it has become the most coveted award in the advertising market.

Credits:

Title: Reasons
Product: Statistical campaign for Caboré
Agency: FCB Brasil 
Chief Creative Officer: Joanna Monteiro
Executive Creative Director: Fábio Simões “Simon”
Creative Director: Marco Monteiro
Art Director: André Vervloet
Editor: Leonardo Marçal
Attendance: Elton Longhi, Anna Sant’Anna, Rafael Cardoso, Karoline Araújo
Planning: Marcia Neri, Bianca Reame, Rafael Gonçales, Márcio Rodrigues, Carolina Valentim, Pedro Quintão
RTV: Charles Nobili, Pedro Lazzuri, Ricardo Magozo, Mariana Carneiro
Production Manager: Liquo
Customer Approval: Flávio Pestana, Marcelo Moraes, Marcela Dalla, Clélia Salgado


FCB Lisbon won “Best Local Idea” for Portugal during the first day of El Ojo de Iberoamérica, for Fuel TV’s “Cobblestone Riders,” and had with two finalist entries on behalf of clients ACA-M and Beiersdorf Portugal, announces LatinSpots.

TRANSLATION

These Are the Winners of the Best Local Idea 2017

In its 20 years, El Ojo de Iberoamérica has recognized the best ideas of each country. This is an acknowledgment of the local talent that seeks to encourage the development of the creativity of the entire region, in order to achieve its position at the top of the world.

In Best Local Idea, those pieces that make up the shortlists at the regional level participate, beyond the prize in which they were registered. Each country had up to six finalists, of which only one was the winner. Next, here are the winners of Best Local Idea:

Argentina

Winner: “A common man and Corrientes,” from Madre to Quilmes de Quilmes Argentina.

1st Finalist: “ConverSOS [Campaign],” from Mercado McCann for Institutional TyC Sports of TyC Sports Argentina

2nd Finalist: “Rejected,” from We Believers for Pepsi and Burger King from Burger King Argentina / Pepsi Argentina

3rd Finalist: “Getty [Campaign],” from DDB Argentina for Institutional of Getty Images Argentina

4th Finalist: “We are Parrilla,” from DAVID Buenos Aires to Burger King from Burger King Argentina
5th Finalist: “Hijos de Premium,” from Ponce to Fox Premium from FOX Argentina; “Lugares [Campaign],” from The Community for Argentine Tourism of Presidency of the Argentine Nation

Bolivia

1st Finalist:LinkedKids,” from Nexus BBDO for Child Labor Awareness Foundation Alalay
3rd Finalist: “The safest radiotherapy of Athos,” from Breast Self-Examination of Breast Cancer Volunteers Bolivia

Brazil

Winner: “The color of corruption,” from Gray Brazil to Vigie Aqui de Reclame Aqui
1st Finalist:Nosferatu,” from Almap BBDO for Getty Images of Getty Images Brazil

2nd Finalist: “Dog channel,” from Almap BBDO for Pedigree of Mars Brasil

3rd Finalist: “Kiss the Kremlin,” from DM9 DDB for Institutional Ssex Bbox
4th Finalist: “The debut,” from Africa for Budweiser of AmBev Brasil

5th Finalist: “Inequality courts,” from Africa for EspnW of ESPN Brasil

Central America and Caribbean

Winner: “Automatic distance control,” from El Taier DDB Center for Volkswagen automatic distance control from Volkswagen Guatemala

1st Finalist: “Whopper dealer,” from Interaction for Whopper from Burger King Costa Rica.

2nd Finalist: “EqualiTV,” from Pagés BBDO for Institutional Women’s Day of La Sirena.
4th Finalist: “Rocket,” from McCann Erickson for retarding Condoms Live from Pasmo.
5th Finalist: “Odienme,” from Madison DDB for Marca País Esencial Costa Rica of Procomer Costa Rica.

Chile

Winner: “The last call,” from RAYA for Organ Donation of the Transplant Corporation
1st Finalist:  “Auto (Café Caribe),” from Prolam Young & Rubicam for Café Caribe of Café Caribe
2nd Finalist: “Llaves,” from Prolam Young & Rubicam for Café Caribe of Café Caribe
3rd Finalist: “Sign therapy,” from Prolam Young & Rubicam for Interactive Web of Therapy of Fundación Me Muevo / Fundación Sordos Chilenos

4th Finalist: “Campucita,” from Prolam Young & Rubicam for Alfaguara Audio Books of Alfaguara Chile
5th Finalist: “Sweet cotton,” from Prolam Young & Rubicam for Freddo of Freddo Chile

Colombia

Winner: “First act,” from Gray Colombia for Ecopetrol of Ecopetrol

1st Finalist: “Breastfeeding mannequin,” from J. Walter Thompson Colombia for Breastfeeding Friends & Breastfeeding Coalition of Friends of Breastfeeding & Brand Coalition
2nd Finalist: “Equality signs,” from J. Walter Thompson Colombia / Glue Colombia for Nike Women of Nike Colombia
3rd Finalist: “Better you see this announcement, better,” from Proximity Colombia for Visa Avianca alliance of Visa Colombia
4th Finalist: “Nómada,” from Geometry Global Colombia for Nómada Smart School of Samsung Colombia
5th Finalist: “2:45 without breathing,” from DDB Colombia for BBVA of BBVA Colombia

Ecuador

Winner: “Chef plantain,” from Maruri Gray for Green Plantain of Tropical Fruit Export
1st Finalist: “Talk to me,” from Maruri Gray for Speakers of Panasonic Ecuador

2nd Finalist: “Carzaam,” from Gray Maruri for Renault Authorized Workshops of Renault Ecuador

Spain

Winner: “Cierra Unicef,” from J. Walter Thompson Spain for Unicef ​​of Unicef ​​Spain
1st Finalist: “How much beyond the money,” from MRM / McCann Madrid to Smart Account 1 | 2 | 3 of Banco Santander Spain
2nd Finalist: “The doll that chose to drive,” from Proximity Barcelona to Audi Spain of Audi Spain

3rd Finalist: “Max motor dreams,” from Ogilvy & Mather Madrid for Max Motor Dreams of Ford España
4th Finalist: “Book of orgasms,” from Proximity Madrid for Erotic Toys Bijoux Indiscrets of Bijoux Indiscret Spain
5th Finalist: “Camaleón,” from Counterpoint BBDO for Smart of Mercedes Benz Spain

United States (Hispanic)

Winner: “Google home of the Whopper,” from DAVID Miami for Whopper of Burger King USA
1st Finalist: “Burning stores [Campaign],” from DAVID Miami to Burger King of Burger King USA
2nd Finalist: “Campaña Spanish Lessons [Campaign],” from Alma DDB for Netflix USA Narcos
3rd Finalist: “Pass the Heinz [Campaign],” from DAVID Miami for Heinz of The Kraft Heinz Company
4th Finalist: “Filtered episode,” from Alma DDB for Netflix USA Narcos
5th Finalist: “Survivor Volvo,” from We Believers to Volvo of Volvo North Miami

Mexico

Winner: “Love Story,” from Young & Rubicam México for Consciencia Movistar of Telefonica México

1st Finalist: “Cry in spanish,” from Nobox for Orange is the New Black by Netflix México
2nd Finalist: “Born apart,” from Young & Rubicam Mexico for Special Olympics of Special Olympics Mexico
3rd Finalist: “America is great,” from Element to Cerveza Corona of Grupo Modelo México

4th Finalist: “Thank you mom,” from McCann Mexico for Mother’s Day Nestle Nest Mexico
5th Finalist: “Rompe with the routine,” from BBDO Mexico to Pepsi with Lemon Juice of  Pepsico México

Paraguay

Winner: “Supporters of resistance,” from ONIRIA \ TBWA for Sport Club Resistance Institution

2nd Finalist: “Anti-abuse dolls,” from Kausa Central Creativa for Amnesty International Paraguay anti-abuse dolls

Peru

Winner: “The hijacked highway,” from McCann Lima to Sodimac of Sodimac Peru

1st Finalist: “Roja a la violencia,” from Wunderman Phantasia for Movistar of Telefónica Perú

2nd Finalist: “The taste of victory,” from J. Walter Thompson Peru for Marca Peru of PromPerú
3rd Finalist: “The zero point five effect,” from Tribal 121 for Campaign of Control of Alcoholism of Pacific Insurance

4th Finalist: “What mom does not want,” from Fahrenheit DDB for Institutional Day of Oechsle’s Mother
5th Finalist: “Common Notes,” from McCann Lima for seasonal products of Ripley Peru; “The announcement that made a big change in 24 hours,” from McCann Lima for the School Integration Campaign of the Peruvian Society of Down Syndrome

Portugal

Winner: “Cobblestone Riders,” from FCB Lisbon for Fuel TV of Fuel TV Portugal.

1st Finalist: “Let’s put Sequeira in its rightful place,” from Fuel Lisboa for Let’s put Sequeira in its rightful place of MNAA (National Museum of the Ancient Arts

2nd Finalist: “Doctor,” from Fuel Lisboa for Associação de Mulheres Against a Violência of AMCV Portugal
3rd Finalist: “Ahorcado [Campaña],” from FCB Lisbon for ACA-M of Associação De Cidadãos Auto-Mobilizados
4th Finalist: “Disclaimer,” from FCB Lisbon for Harmony of Beiersdorf Portugal

Puerto Rico

Winner: “Alka font,” from DDB Latina Puerto Rico for Alka-Seltzer from Bayer Puerto Rico
1st Finalist: “Busiest women,” from J. Walter Thompson Puerto Rico for Campaign against breast cancer of Susan G. Komen Puerto Rico
2nd Finalist: “Abuelo,” from Badillo Nazca Saatchi & Saatchi for Toyota of Toyota Puerto Rico
3rd Finalist: “Bacon,” from DDB Latina Puerto Rico for Alka-Seltzer of Bayer Puerto Rico
4th Finalist: “Hot dog,” from DDB Latina Puerto Rico for Alka-Seltzer from Bayer Puerto Rico.
5th Finalist: “Say it with Pepsi,” from Mirum Puerto Rico for Pepsi de Pepsico Puerto Rico.

Uruguay

Winner: “Bacteriads,” from The Electric Factory for Lifebuoy of Unilever Uruguay.

1st Finalist: “So it sounded 1,” from Young & Rubicam Uruguay for Campaign on road safety of Banco de Seguro of the State of Uruguay
2nd Finalist: “So it sounded 2,” from Young & Rubicam Uruguay for Campaign on road safety of Banco de Seguro of the State of Uruguay
4th Finalist: “Read to me,” from The Electric Factory for Read to Me by Eme Content

5th Finalist: “Responsible codes,” from WILD Fi to Havana Club of Pernod Ricard Uruguay

Venezuela

3rd Finalist: “Mercado Social,” from J. Walter Thompson Caracas for Social Market of Alcaldía De Baruta


AdNewsLatinSpotsPortal Making Of and Grandes Nomes da Propagandahighlight FCB Brasil’s Bronze win for Estadão’s “Invisible Sexism” during day one of El Ojo de Iberoamérica.

TRANSLATION

El Ojo 2017: See the Brazilian campaigns that stood out on the first day of El Ojo

Is the country in crisis, has it signed fewer cases and will it win fewer awards this year? It seems that this is not the case for Brazil at El Ojo de Iberoamérica 2017. National advertising started the festival with a total of 60 trophies on the first day of the event – 16 more prizes than in the last edition.

On Wednesday (8), the market met the winners of the categories in Media, Graphic Production, PR and Audiovisual Production, as well as in Design and Sustainability and the winners of El Ojo Local. Once again, as in 2016, the highlight is the Audiovisual Production awards, where the country has won 21 Eyes, 6 of them Gold, 8 of Silver and 7 of Bronze.

Among the Brazilian campaigns, we highlight three of them, which have earned more than one Gold:

The “Made of Brazilian Summer” created by AlmapBBDO, for Alpargatas, for example, won two Diamonds in Design.

The “Best Burger in Town,” from Africa to Mitsubishi Motors, also earned 2 Diamonds, but in Audiovisual Production.

Finally, the most trophies of the day go to “Kiss the Kremlin” from DM9DDB to Ssex Bbox / LGBTQ Awareness.

Below are the award-winning Brazilian campaigns, by category during the first day of the Festival:

Production

PG4 – Best Picture 
Bronze: Electric Animals (campaign), from Africa, for Mitsubishi Motors – New Outlander PHEV – Electric 4X4 – Pedigree

PG2 – Best Art Direction 
Bronze: Hereditary (campaign), from Candy Shop, to Mundo Livre FM
Bronze: JWT’s Justice Is Not Just (campaign) for Criminal Justice Network
Bronze: Made of Brazilian Summer 2 (campaign), from AlmapBBDO, for Alpargatas Brazil / Havaianas
Bronze: Plus Size (campaign), from Propeg, for VK Plus Size Fashion / Institutional

Design

DG1 – Printed Communication Parts 
Gold: Made of Brazilian Summer, from AlmapBBDO, for Alpargatas Brazil / Havaianas
Bronze: With Love, from Ampfy, for Braz Pizzaria / Institucional

DG3 – Packaging Design 
Gold: Made of Brazilian Summer, from AlmapBBDO, for Alpargatas Brazil / Havaianas
Silver: Ocean Dildos, from Africa, for MTV Brasil

DG5 – Digital Drawing 
Silver: A new bank connected by Design, from R / GA São Paulo to Bradesco / Next

DG6 – Product Design 
Silver: A new bank connected by Design, from R / GA São Paulo to Bradesco / Next

DG7 – Branding and Corporate Image 
Gold: A new bank connected by Design, from R / GA São Paulo to Bradesco / Next
Bronze: With Love, from Ampfy, for Braz Pizzaria / Institucional

Sustainable

ST2 – Environmental Responsibility 
Silver: Amazon warriors safe collection, from Little George, to Ananse / Repelling Books Collection. Creative general direction of Gabriel Araújo. Producer: Phospro. Directed by Peter Lucas.

ST3 – Environment 
Gold: Ocean Dildos, from Africa, for MTV Brasil. General creative direction of Sergio Gordilho. Producer: Spray Films. Director / Director: Rodrigo Moreira.
Bronze: Rainwater tank – from W / McCann, for Coca-Cola. General creative direction of Washington Olivetto and Guime Davidson. Producer: Trunkshot. Directed / Directed by: Bernardo Tomsons.

ST5 – Diversity and Gender 
Gold: Inequality Courts, from Africa, for ESPN Brazil, in an institutional action related to International Women’s Day. General creative direction of Sergio Gordilho. Producer: The Road. Director / Director: Maurício Pisani.
Bronze: Changing Destinations, from Agency 3, to RIOgaleão – Tom Jobim International Airport. General creative direction of Sergio Gordilho. Producer: The Road. Director / Director: Maurício Pisani.

Audiovisual Production

PA1 – Photography 
Gold: The perfumery house of Brazil, from DPZ & T, to Natura. Producer: Iconoclast Brazil.
Bronze: Best Burger in Town, from Africa, for Mitsubishi Motors / Mitsubishi ASX. Producer: Saigon Movies

PA2 – Art Direction 
Silver: Best Burger in Town, from Africa, for Mitsubishi Motors / Mitsubishi ASX. Producer: Saigon Movies
Bronze: Brazil’s Perfumery House, from DPZ & T, to Natura. Producer: Iconoclast Brazil.
Bronze: Carrousel, from Divid São Paulo, to Nestlé Brazil / Nestlé Chocolates. Producer: Landia.

PA4 – Special Effects 
Gold: Best Burger in Town, Africa, for Mitsubishi Motors / Mitsubishi ASX. Producer: Saigon Filmes.
Silver: Heroes, from Neogama BBH, for Renault Brazil / Kwid. Producer: Primo / PBA Cinema.
Bronze: Imagination, from GTB Brasil, for Ford Brasil / Ecosport. Producer: Primo / PBA Cinema

PA5 – Edit 
Silver: Best Burger in Town, from Africa, for Mitsubishi Motors / Mitsubishi ASX. Producer: Saigon Filmes.
Bronze: My Block on the Street, from TBWA \ Media Arts Lab São Paulo / Apple, for Apple Brazil / iPhone 7 Plus. Producer: Vetor Zero

PA9 – Direction 
Silver: Best Burger in Town, from Africa, for Mitsubishi Motors / Mitsubishi ASX. Producer: Saigon Filmes. Directed by: Vellas.
Bronze: Brazil’s Perfumery House, from DPZ & T, to Natura. Producer: Iconoclast Brazil. Directed by Ian Ruschel.

PA10 – Integral Production 
Gold: Best Burger in Town, Africa, for Mitsubishi Motors / Mitsubishi ASX. Producer: Saigon Filmes.

PA13 – Animation 
Silver: Sons da Conquista (campaign), from Nova / sb, to Caixa Econômica Federal. Producer: Pilot.

PA15 – Edition 
Bronze: The mother, daughter and spirit of the saint, from Pereira & O’Dell, to Pereira & O’Dell / Booktrailer. Producer: Primo / PBA Cinema.

PA16 – Use of Original Music 
Gold: The refugee nation, from Ogilvy, to Amnesty International. Producer: Asteroide Filmes / Canja Audio Culture.
Silver: Best Burger in Town, from Africa, for Mitsubishi Motors / Mitsubishi ASX. Producer: Saigon Filmes.
Silver: Nosferatu, from AlmapBBDO, for Getty Images Brazil. Producer: Punch Audio.

PA17 – Use of Adapted Music 
Gold: Eko’s Best Day in My Life for Shell Global / Institutional. Producer: Particle3.

PA18 – Sound Design 
Gold: Nosferatu, from AlmapBBDO, for Getty Images Brazil. Producer: Punch Audio.
Silver: How did you not know them ?, from Africa, to Valongo International Image Festival. Producer Landia.

PR

PR1 – Corporate Communications Actions 
Silver: Amazon warriors safe collection, from Little George, to Ananse / Repelling Books Collection.

PR2 – Social Responsibility Actions 
Gold: Kiss the Kremlin, from DM9DDB, to Ssex Bbox / LGBTQ rights awareness
Bronze: A trip for peace, from Africa, to AmBev / Campaign against violence in sport

PR5 – Digital Actions and Social Networks 
Gold: Kiss the Kremlin, from DM9DDB, to Ssex Bbox / LGBTQ rights awareness

PR6 – Actions with Influencers 
Bronze: Xuxa and the missing child, from Soko, to Netflix Brazil / Stranger Things

PR7 – User Generated Content and User Creation 
Gold: Kiss the Kremlin, from DM9DDB, to Ssex Bbox / LGBTQ rights awareness

PR8 – Events and Sponsorship 
Gold: Mamas Olímpicas, from Gray Brazil, for Procter & Gamble / P & G Masterbrand
Bronze: Invisible Sexism, from FCB Brasil, for Statistic / Awareness on violence against women
Bronze: Price on the Jersey, from DM9DDB, for Wal-Mart Brasil

PR9 – Launching, Re-launching and Activating 
Bronze: Price on the Jersey, from DM9DDB, for Wal-Mart Brasil

The Middle Eye

CM1: Innovative use of audiovisual media 
Gold: Price on the Jersey, from DM9DDB, to Wal-Mart Brazil

CM2 – Innovative use of the graphic medium 
Bronze: Hello News, from F.biz, for Morotola Brasil / Moto Z

CM3 – Innovative use of radio medium 
Silver: Safety bike radio, from Isobar, to 98FM

CM4 – Innovative Use of the Public Road 
Gold: Dog Channel, from AlmapBBDO, for Mars Brazil / Pedigree

CM6 – Events 
Silver: Price on the Jersey, from DM9DDB, to Wal-Mart Brazil
Silver: The Debut, from Africa, for AmBev Brasil / Budweiser

CM7 – Alternative Media 
Bronze: The book of the Rock, by AlmapBBDO, for Kiss FM Brasil
Bronze: The hacker spot, from Lew’Lara \ TBWA, to Dorina Nowill Foundation For the Blind

CM9 – Actions in Social Networks 
Silver: Kiss the Kremlin from DM9DDB to Ssex Bbox / LGBTQ rights awareness
Bronze: Invisible Talents, from Africa, to the United Nations High Commission for Refugees

CM11 – Mix of Means 
Silver: Price on the Jersey (campaign), from DM9DDB, to Wal-Mart Brazil

 Best Local Idea

Winner: The Color of Corruption, from Gray Brazil, to Reclame Here
1st Finalist: Nosferatu, from AlmapBBDO, for Getty Images Brazil
2nd Finalist: Dog Channel, from AlmapBBDO, for Mars
3rd Finalist: Kiss the Kremlin, from DM9DDB, to Ssex Bbox
4th Finalist: The Debut, from Africa, for AmBev Brasil
5th Finalist:  Inequality Courts, from Africa, for ESPN Brazil


Holly Brittingham, senior vice president of global talent and organizational development at FCB Global, and Corey Flourney, associate director of global talent at FCB Global, are featured in a Meio & Mensagem article about promoting diversity and inclusion initiatives in advertising.

TRANSLATION

The conversation we do not want to have

There are innumerable ways of approaching the day-to-day reality of much of the population, but nothing will be as strong as putting together talented people of all kinds, races, and social classes.

On one hand, we have a part of the population that has health insurance, private schooling and a car in the garage. On the other, we have the reality of more than half of the Brazilian population, whose access to all this is very restricted.

As communications professionals, we have the privilege of waking up every morning and influencing this decision: with which of these sides will we connect brands with our messages? The answer will guide us to a job that will make sense for brands and for people.

If the goal is to deliver respectful, quality content, the more we understand the reality of people, the better our connection to them.

To do this, we need to put shoes more suitable for a journey of proximity and inclusion and, perhaps, to shorten the distance that we created over time by replicating the same model in our advertising, which represents only one type of people – a society homogeneous in beliefs, values ​​and races.

Last month, I participated in the “Impact of Advertising on Diversity and Inclusion,” promoted by ECAR – Office of Career Development at USP, with Holly Brittingham and Corey Flournoy, responsible for this theme at FCB Global, and discussed the campaign “The Talk” as an example of diving in the culture of a good part of our population. The Talk, by P&G, goes beyond the stereotype, enters the intimacy of a necessary conversation of mothers with their children so they can deal with the prejudices that happen outside the door.

This legitimacy comes from the content we present, from the people we portray, and from how we communicate with our audience. We find it curious how successful we are in novels, in the most watched videos on YouTube or in the trending topics discussed on the internet. Everything is harshly criticized by those who should understand communication – several advertisers judge this content poorly, or there is poor-quality production.

It had been a long time ago that a novel did not resonate as much as “The Force of Will.” This success must have come from a rich plot of current and controversial themes. The audience of the last week of the novel was very high and exploded in the final chapter, reaching 54 points in some places of the country. And all this in a context in which the communications professionals were decreeing the end of the format of soap operas – television, without even thinking.

Eliminating prejudices and building a new, more conscious awareness, recognizing the impact of our judgments – including the unconscious – is the first step. Then we must cultivate diversity in our teams.

There are innumerable ways of approaching the day-to-day reality of a large as part of the population, but nothing will be as strong as putting together talented people of all kinds, races and social classes on our teams to get away from the monologue of brands.

That means being open to learning from the difference that we insist on ignoring. After all, Brazil is a country full of prejudices where nobody says they are prejudiced. Full of differences where everyone says the same as the other.

We have to have this conversation even though we do not want to, without trivializing it. It has to guide our work so that we stop portraying only what is around us. It is time to look out from the comfort of our air conditioning. It is time to look inside and question whether the sides of our population that still remain invisible are also represented.