↳ HAVAIANAS PRIDE RESEARCH
_The Pride Reserach_
The goverment prohibited the Brazilian 2022 census to ask questions about the demographic LGBT+ population in Brazil. To calm down protesters, the goverment decided to open the numbers of a 2019 national heath research claming that are only 2,9 LGBT+ people in Brazil.
So, Havaianas, the most loved brand in Brazil and one of the biggest supportes of the LGBTQIAPN+ community, decided to respond Brazil's homofobic goverment with the biggest demographic survay ever done in Brazil proving this number goes up to more than 15,5 million of people in the country.
_Geolocated OOH_ Each piece of data was placed in a location that corresponded to the data findings. Metro stations had numbers about demographics and prejudice; Supermarkets had numbers about family issues; Bussiness avenudes had numbers about workplace, and so on.
_National News_ The Pride Research had a 4-minute piece at the most watched news channel in Brazil (Globo), and later was featured in more than 160 newsoutlets, including as Forbes, CNN, O Globo, Estadão, and more.
> Role: Global Creative Director @ Media.Monks
1x Silver, 1x Bronze, 1x Shortlist, Cannes Lions
1x Gold, Effie Brasil
1x Gold, 1x Silver, 1x Bronze, Effie LATAM
1x Shortlist, The One Show
1x Silver, London International Advertising Festival
Finalist, The New York Festivals
1x Gold, 1x Bronze, Creative Club of São Paulo
Best Advertising Campaing, São Paulo's LGBT Pride Parade Assication Awards