T-SEARCH
2023
2023
SP/BR
MÃES DA SÉ®
MÃES DA SÉ®
Bootleg t-shirts feature popular faces and never go out of style. In our version, we switched to lesser-known faces, but which should be plastered everywhere: missing children.
Project: Design/PR/Social/Advertising
Role: Creative director/Graphic Designer
With: Cassio Guiot, Rafa Maggessi, Vitor Elman, Laura Andrews
Agency: The Weber Shandwick Collective
Project: Design/PR/Social/Advertising
Role: Creative director/Graphic Designer
With: Cassio Guiot, Rafa Maggessi, Vitor Elman, Laura Andrews
Agency: The Weber Shandwick Collective
THE PROBLEM
More than 82.287 registered missing persons in Brazil during 2023, averaging 255 cases per day, with 35% or approximately 28,800 of them being children and adolescents. Missing persons is a topic that once occupied a lot of space on the streets, on TV, on milk cartons, but now has no place.
More than 82.287 registered missing persons in Brazil during 2023, averaging 255 cases per day, with 35% or approximately 28,800 of them being children and adolescents. Missing persons is a topic that once occupied a lot of space on the streets, on TV, on milk cartons, but now has no place.
THE INSIGHT
Few things penetrate the streets, homes, and conversations of such a vast country like Brazil as the lives of celebrities. Brazil ranks highest in TV consumption, internet usage, and following influencers. We are obsessed. So much visibility without cause, while so many causes without visibility. It's a great irony that we're a country obsessed with media and the internet, giving so much visibility to celebrities, while those who truly need it get none.
Few things penetrate the streets, homes, and conversations of such a vast country like Brazil as the lives of celebrities. Brazil ranks highest in TV consumption, internet usage, and following influencers. We are obsessed. So much visibility without cause, while so many causes without visibility. It's a great irony that we're a country obsessed with media and the internet, giving so much visibility to celebrities, while those who truly need it get none.
IDEA
Celebrities in Brazil are embracing Bootleg T-Shirts, a trend blending famous faces into striking visuals. Originating from the underground scene, this has captivated the showbiz world. We will use this cultural phenomenon to raise awareness about missing persons, turning celebrity fascination into a powerful advocacy tool.
Celebrities in Brazil are embracing Bootleg T-Shirts, a trend blending famous faces into striking visuals. Originating from the underground scene, this has captivated the showbiz world. We will use this cultural phenomenon to raise awareness about missing persons, turning celebrity fascination into a powerful advocacy tool.
HOW
Throughout August, we'll send T-Search kits to celebrities, football clubs, journalists, and major media outlets. An e-commerce platform will sell T-Searchs, with proceeds supporting missing persons projects. A 30-second film will air on Globo and SBT. On August 30th, the Day of the Disappeared Person, celebrities and influencers will wear t-Searchs with the faces of missing children. At Praça da Sé, an event featuring mothers of missing children, the public defender’s office, and celebrities will launch the campaign showing the T-Searchs, using fashion for social activism.
Throughout August, we'll send T-Search kits to celebrities, football clubs, journalists, and major media outlets. An e-commerce platform will sell T-Searchs, with proceeds supporting missing persons projects. A 30-second film will air on Globo and SBT. On August 30th, the Day of the Disappeared Person, celebrities and influencers will wear t-Searchs with the faces of missing children. At Praça da Sé, an event featuring mothers of missing children, the public defender’s office, and celebrities will launch the campaign showing the T-Searchs, using fashion for social activism.
FILHOS DA FÉ
The theme song for the "Mães da Sé" campaign addresses the painful issue of child disappearances in Brazil, serving as a tribute to the tireless work of the NGO Mães da Sé, which supports mothers searching for their missing children. Created by producers Pluck D and Emibe, with contributions from artists at Acelera Records, the track reflects the pain, hope, and resilience of these mothers, fostering an emotional connection without exposing their stories uncomfortably. Available on digital platforms, accompanied by a powerful music video, the song has mobilized the public, highlighting the urgency of the cause and becoming a symbol of courage and the fight for visibility and continuous support.
The theme song for the "Mães da Sé" campaign addresses the painful issue of child disappearances in Brazil, serving as a tribute to the tireless work of the NGO Mães da Sé, which supports mothers searching for their missing children. Created by producers Pluck D and Emibe, with contributions from artists at Acelera Records, the track reflects the pain, hope, and resilience of these mothers, fostering an emotional connection without exposing their stories uncomfortably. Available on digital platforms, accompanied by a powerful music video, the song has mobilized the public, highlighting the urgency of the cause and becoming a symbol of courage and the fight for visibility and continuous support.
With Zero Investment:
+ 2000 views on Youtube
+ 13000 plays on Spotify
"Em parceria com a ONG @maesdase, a produtora @acelerarecords faz a conexão entre MODA x MUSICA e cria o tema oficial da campanha T-SEARCH - outfit da visibilidade, a música “Filhos da Fé”, disponível em todas as plataformas de streaming." Rapbox
+ 2000 views on Youtube
+ 13000 plays on Spotify
"Em parceria com a ONG @maesdase, a produtora @acelerarecords faz a conexão entre MODA x MUSICA e cria o tema oficial da campanha T-SEARCH - outfit da visibilidade, a música “Filhos da Fé”, disponível em todas as plataformas de streaming." Rapbox
