Vivo Telefonica is a brand committed to diversity and inclusion. This is something that all the employees already recognize, but the company wants to show its positioning to everyone. The brief consisted in reinforce Vivo as a brand committed to diversity that increases inclusion through the technology. The main objective was to engage the black community and create awareness about the inclusion discussion.

We transformed all Vivo stores into art galleries creating the largest black art exhibition in Brazilian history. As the biggest Brazilian telco, Vivo owns hundreds of stores in every state with hundreds of screens inside it. We transformed every digital screen into an art exhibitor. One hundred thousand devices became one hundred thousand new canvas for black art.

Our main target audience was the black community. We wanted to show them that Vivo is thinking about them and truly trying to change their lives. So, our approach could not be different than talking to them through their equals. We selected work from aspiring black artists, promoted it with black superstar rappers and made the discussion a hot topic via black influencers. It helped black people empower black people.

Our first step was choosing black artists with different styles. To help us, we invited a worldwide notorious black art curator, Igy Ayedun. She helped us to choose some artists and pieces of work that could be paintings or videos. Then, we adjusted every piece of work for the in-store screens specifications. So, since day one of November, the black awareness month in Brazil, all Vivo stores were ready to feature black artist’s work. In an unprecedent alignment with all Vivo’s thousand stores in the five Brazilian regions, every in-store screen (cellphones, tablets, notebooks and tv’s) had a black piece of art to proudly show. Also, in social media, we created immersive contents regarding the artists backgrounds and what inspired them to create the art works.

The results were incredible. We changed more than 1000 stores and received an average of 600.000 daily visitors. We had more than 3 million of reach on social media, and thousands of interactions. With more than 126 million impressions on digital media, Black Screens was well received by the audience, generating 122k engagements on social media and 90% of positive-neutral sentiment. The campaign reached more than 93 million users, creating visibility for black arts and artists all over November - the Black Consciousness month.

The most significant result was the empowerment of black artists. Consumers understood and praised our movement, and the black artists were flattered. Despite all numbers, we believe this idea was important to inspire a better and more equal future.