Cannes Lions

Racism Uncovered

AFRICA DDB, Sao Paulo / AFRO BRASIL MUSEUM / 2021

Presentation Image
Demo Film
Supporting Content

Overview

Entries

Credits

Overview

Background

While the murder of blacks increased by 11.5% in ten years, that of non-blacks decreased by 12.9% in the same period. A sign that racism still exists as it always has. This Impacts the life of black people.

In Brazil, blacks are the majority: 54%. But even though many people pretend not to see, racism is evident: for every 100 people killed, 71 are black. More than 63% of the prison population is black. Femicide among black women has increased by 54% in the last year. We need to change this reality, calling the world to look at history and not continue to make the same mistakes.

How can we bring this up and denounce this systematic violence against blacks?

Idea

The entire design project of the covers was directed by Emory Douglas, founder, and designer of Black Panther. Using an algorithm, we matched the 60’s original news with similar news from nowadays. Then, we relaunched the publication with the same elements, iconic design, and provocative news. The newspaper showed side by side that nothing has changed, only the date.

Execution

The new covers were inspired by the original covers created by Emory Douglas in the 60s and 70s but bringing current news. The production and creation process of the new covers strictly followed the process created by Emory years ago.

In March, on the International Week Against Racism, we gave to the covers a fixed address in history at the Afro Museum - symbol of the struggle and history of black people - with a permanent art exhibition. We also delivered the complete newspaper with covers and detailed stories to black influencers.

Outcome

The art exhibition with the covers ended up becoming a fixed space in the largest museum of black culture in Latin America. A permanent reminder that we could either look at history or keep repeating the same mistakes. The covers published on social media got attention and discussion on the topic, generating reflections on the importance of looking at the history of violence against black people.