Núcleo Memória Outdoor Streets of Shame by Cheil Sao Paulo

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Streets of Shame

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Industry Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Brazil
Agency Cheil Sao Paulo
Executive Creative Director Sergio Ferreira Alves
Creative Director Omar Caldas
Art Director Guto Kono, Glauber Dorotheu, Thiago de Aguiar Pessanha Gripp
Copywriter Omar Caldas
Illustrator Guto Kono
Production Blood Cine
Released March 2017


Epica Awards 2017
PR & Promotions Public Relations Bronze

Credits & Description

Client: Núcleo Memória
Agency: Cheil Brazil
Title: Streets of Shame
Executive Creative Director: Sergio Ferreira Alves
Creative Director: Omar Caldas
Art director: Guto Kono, Thiago de Aguiar Pessanha Gripp and Glauber Dorotheu
Copywriter: Omar Caldas
Illustrator: Thiago Gripp, Guto Kono
TV Producer/Artbuyer: Viviane de Castro and Gabriella Teodozio
Graphic Producer: Luciano Carvalho and Agnaldo Soares
MD: Evandro Guimarães
Account: Mariana Arvelos and Evandro Guimarães
Midia: Roberta Queiroz , Fabiola Sidorenko and Bruno Oliveira Faria
Client: Núcleo Memória
Approval: Maurice Politi and Ivan Seixas
Produtora: Blood Cine
Production Company: Blood
Executive Producer: Fernando Capuano
Director: Fernando Capuano
Sound Track: Ritmka Audio Arts

Cheil Brazil created a stunt by turning worldwide famous dictators into street names in Sao Paulo
In Brazil, on the date when the 1964 Military Coup completed 53 years, the stunt wanted to raise awareness in a bid to eliminate streets names that honor Brazilian’s torturers and murderers.
On March 31, when Brazil completed 53 years of the 1964 Military Coup, Cheil Brasil, in partnership with Núcleo Memória, a NGO who deals with issues related to human rights, realized the guerrilla stunt, Streets of Shame, in the city of Sao Paulo. The stunt replaced six street signs, which honored Brazilian murderers and torturers, with names of well-known worldwide dictators and murderers.
Replicas of street signs, with the names of Adolf Hitler, Augusto Pinochet, Benito Mussolini, Jorge Rafael Videla, Pol Pot and Saddam Hussein, known for their atrocities and genocides, were placed over the originals street signs.
“We made this exchange to prove to people how absurd it would be to pay tribute to people who have killed or tortured”, says Maurice Politi, himself an ex-tortured and Founder of Núcleo Memória.
"Evidently it is a continuation from a previous campaign, but this one is much more effective, since it is a true punch in everyone’s face", commented Fernando Haddad, ex-Mayor of the City of Sao Paulo.
As a second phase to the project Ruas da Memória, launched in 2015 by the São Paulo City Hall, Streets of Shame brought back to Brazilian society the reflection and discussion regarding the fact that killers and torturers are still honored with streets signs.
With the CTA "Who killed or tortured can’t become street name", they brought back the discussion to citizens in Brasil who are also against such honors.
Each sign that was placed on top of the original street signs had a CTA for people to go to the Campaign hub – http://www.ruasdavergonha.org – where they could learn more about the stories of the people involved in killing and torturing, but, most importantly, sign a petition to have those names changed for good.
About Núcleo Memória
Created in 2009 by ex-political prisoners, the Center for the Preservation of Political Memory acts to promote public policies on issues related to political memory and the defense of human rights through educational actions in these areas. The Núcleo Memória was born as a working group of the Permanent Forum of Ex Prisoners and Persecuted Politicians of Sao Paulo. The Forum was founded in 2001 to defend the interests of ex political prisoners and persecuted in the civil-military dictatorship in Brazil from 1964-1985.