iPhone Design & Branding Favelagrafia by NBS Rio De Janeiro

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Favelagrafia

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market Brazil
Agency NBS Rio De Janeiro
Chief Creative Officer Andre Lima
Art Director Andre Havt
Designer Karina Abicalil
Released October 2016

Awards

Cannes Lions 2017
Design Communication Design: Posters Bronze Lion

Credits & Description

Title: Favelagrafia
Agency: Nbs
Brand: Apple
Country: Brazil
Entrant Company: Nbs, Rio De Janeiro
Advertising Agency: Nbs, Rio De Janeiro
Production Company: Br Cinema, Rio De Janeiro / Tundra Studies, Rio De Janeiro / Nbs, Rio De Janeiro / Studio Nova Onda, Rio De Janeiro
Cco: Andre Lima (Nbs)
Art Director: Andre Havt (Nbs)
Designer: Karina Abicalil (Nbs)
Social Business Unit Director: Aline Pimenta (Nbs)
Project Manager: Camilo Coelho (Nbs)
Project Director: Teca Vilaça (Nbs)
Project Manager: Aline Duarte (Nbs)
Graphic Producer: João Eudes (Nbs)
Final Art Coordinator: Rogério Siqueira (Nbs)
Case Video Supervisor: Augusto Jesus" Correia (Nbs)
Strategy:
The strategy of taking the photos with an iPhone allowed the photographers to get all the opportunities on their daily routines, during four months, to register the life in the “favelas “. Besides that, it was easy to post the photos as soon as they were taken and, every day, since the first one, new photos were posted by the photographers on “Favelagrafia” Instagram account. After four months of work, we had a selection of more than 10,000 photos produced by the nine photographers. So, we used these photos to build a typography representing each community and produced posters and an art book with it. On the fourth month, we launched a website, presenting the talented photographers behind those amazing pictures. At this moment, the audience had the opportunity to go deeper on their profiles, their stories of life and their dreams.
Campaign Description:
In order to build a new image for the "favelas", the main creative insight was to build it by the look of those who has talent and legitimacy to do it: the talented young dwellers from the “favelas”, empowering them with an instrument that could be able to capture the images of their communities and, at the same time, share it with the world: an iPhone.We selected nine young non-professional photographers in 9 different “favelas” in Rio de Janeiro. Each one received an iPhone and a photo special workshop before getting the mission to register their daily lives, the landscapes from their communities, the dwellers with who they share their routine, etc.We had more than 10,000 photos taken in four months. So, we used these photos to build a typography representing each community and produced posters and an art book with it.
Synopsis:
Rio de Janeiro is the Brazilian city with the highest percentage of people living in slums (“favelas”): 22% of the city population, which means 2 million people.Besides the high percentage of the population living in “favelas”, the image of these territories is a stereotypical one, reducing it to drug traffic, guns and danger, made by who looks at it from the outside.The challenge was to build another image from the “favelas” in Rio, showing that they are much more than drugs, guns and danger. We wanted to show that they are also places full of talents, beauty and peculiarities.
Outcome:
Many of the photos from our project were shared by our followers and have provoked an important public discussion regarding the prejudice and the stereotype associated to the “favela” image and to their dwellers, reaching a premium spontaneous media space in Brazilian and international media, on and off lines.Favelagrafia reached about US$ 9,000.000.00 in spontaneous media, in high qualified TV channels, newspapers, sites and magazines, in Brazil and internationally. In only six months of project.We exceeded the regular communication media and transformed the project into real art, with a really innovative exhibition in the main museum of the city, an art book and a series of posters with a special typography. Regarding to all of the spontaneous media that the project had, a famous fashion brand in Brazil (“Reserva”) decided to produce a “Favelagrafia” collection, also bringing an extra revenue to the photographers.
Execution:
The pictures were produced and shared on social networks during four months, from July 1st to October 31st. The website was launched in October.After that, we selected 180 images and produced an art exhibition in the most noble art gallery of Rio de Janeiro (Modern Art Museum of Rio de Janeiro – MAM), from November to December. We produced posters with the special typography for each community and an art book based on the exhibition. In few words, the project attributed to iPhone the role of a positive change maker tool. Using the iPhone, we were able to empower the invisible talented people from the communities, we shared a new look at “favelas” and we transformed it into art.