Cannes Lions

FIGHT FOR PEACE

STAFF BRASIL, Rio De Janeiro / FIGHT FOR PEACE / 2012

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Overview

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Credits

OVERVIEW

Description

For years, Rio de Janeiro slums suffered under the power of trafficking. Many young people got used to growing up amidst this problem. Unfortunately, some of them choose to work and make their money with the drug dealing. However, after they get in, they have to face a world in which getting out seems impossible. Seeking to change this reality, the NGO Fight for Peace has settled in the Maré slum of Rio de Janeiro to show that trafficking is not the only way for these youngsters.

Execution

We have created a work referencing the artist Escher’s labyrinth illustrations, with the confusing structure that a slum has. With it, we have come to a world that shows the distress and the difficulty of the ones who live among the trafficking.

Outcome

The work was created to be featured at lectures on urban violence. However, due to its impact, it has also ended up being spread through commercial centres and other places often visited by business people and opinion formers. Besides that, the work has become an advertisement and it was featured in broad-circulation newspapers. This way, it has attracted more visibility, sponsors and donors for NGO Fight For Peace.

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