Description
Black people always suffer racism inside consumption spaces in Brazil. From harassment by security guards to cases of death. It’s common to see black customers being asked to show their receipts to prove that they own something they have bought. And this is one example of the many racist aggressions practiced in commerce in the country.
Based on this scenario, Grey Brazil created a campaign for Racismo Zero, a program developed by University Zumbi dos Palmares to fight racism inside commerce spaces, named “Receipts of Respect”. The objective is to raise awareness to the numerous types of racist aggression practiced in retail stores and then invite companies to join the program, which offers racial education to the employees of these companies, granting an "anti-racist company" seal to those that bring the cases in their establishments to zero.
The campaign is divided into two parts. In the first part, billboards will display actual receipts collected among people who already suffered this type of violence and had to show them to prove they haven’t stolen anything. The pieces explain how black people are forced to carry their receipts and invite companies to take part on Racismo Zero program.
The second part of the campaign is a platform for action: a free software for receipt printers that turns the receipt, a symbol of this type of racism, into a channel for protest and denouncement.
This software can be downloaded at notasdorespeito.com.br and works like any other app for receipt printers, but it brings a QR Code on the receipt, in the shape of a clenched fist, a symbol of black resistance, which directs consumers to a site where they can make complaints and find legal and emotional counseling, in the moment the racist act happens. In addition, the receipts printed by the software will bring real stories of black citizens who have faced situations of racism in their daily lives and had to prove that they did not steal or rob something that was theirs.
The software will be amplified by a film, billboards and on social media.
This professional campaign titled 'Receipts of Respect' was published in Brazil in May, 2023. It was created for the brand: University Zumbi dos Palmares, by ad agency: Grey Brazil. This Integrated medium campaign is related to the Public Interest industry and contains 4 media assets. It was submitted 12 months ago.
Credits
Client: University Zumbi dos Palmares
Title: Receipts to keep [Fighting]
Dean: José Vicente
Agency: Grey Brazil
Chief Executive Officer: Luciana Rodrigues
Executive Creative Director: João Caetano Brasil
Creative Director: Tomás Corrêa
Creative Team: Gabriella Batista, Caio Camargo, Lucas Cabrini, Lucas Saicali and Lucas Succi
Content: Gabriella Batista and Bruno Borghi
Head of PR: Silvana Inácio
Head of Business: Priscilla Telles
Business Team: Bianca Araújo
Head of Strategy and Data: Mariana Pagano
Strategy: Luca Scarpelli
General Media Director: Verusca Casciano
Media Director: Camila Mercadante
Head of Production: Regiani Pettinelli
Production Team: Ricardo Barbin, Juliana Arcanjo and Camila Frasquetti
Video Production Company: MALALA FILMES
Cast: Cainã Naira
Cast: Mário Alves
Cast: Fabiano Araújo
Director: Viviane Santos
Casting Production: Viviane Santos
Art Director: Tatiana Kordon
Art Assistant: Mauro Luz
Art Assistant: Éric Roberto de Souza
Make up and Hair: Márcia Emiko Maruyama
Costume: Fernanda Mello and Isaura Avila
Photography Director: Fydell Botti
1st Camera Assistant: Bruno Ramos (Ricows)
2nd Camera Assistant: Rodrigo Pinheiro
Electric Chief: Thiago Dib
1st Electric Assistant: Bruno sardeli
2nd Electric Assistant:: Anderson Lopes Monteiro (Zoio)
Machine Operator: Julinho Garcia
1st Machine Operator Assistant: Willians Barbosa (Kiwi)
2nd Machine Operator Assistant: Guilherme Garcia
Edition and GMA: Guilherme da silva Bento
Production Director: Cris Barbosa
Production: Francisco Agostinho
Production Assistant: Agatha Botti
Production Assistant: Julia Bueno Rocha
Production Executive: Marta Rocha
Direction Assistant: Natan Ribeiro
Audio Production Company: PINGADO
Music Director: Will Bone.
Music Production: Silvanny Sivuca and Vitor Zafer.
Finalization: Otávio Carvalho, Well Costa.
Executive Production: Lu Novelli.
Account Team: Guilhermina de Paula and Bruno Rodrigues.
Casting Production (soundtrack): Veridiana Toledo.
Music Production Coordenation: João Pedro Juknevicius.
Voice Over: Lene Costa
Making Of: Carol Rocha
Catering: Jessica Vigari Parine
Catering Assistant: Nicolly Marry da Silva
Cleaning: Viviane Neri
Production Driver: Gustavo Carvalho
Production/camera driver : Renato Santana de Souza
Machinery Driver: Rogério Santana de Souza
