Outdoor > Ambient & Experiential

THE REFUGEE JATOBA

AFRICA DDB, Sao Paulo / INSTITUTIONAL / 2022

Awards:

Gold Cannes Lions
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Cultural / Context information for the jury

In 2021, illegal deforestation of the Amazon Forest reached its worst level in a decade. More than 10 thousand km2 of native forest were devastated. At this rate,

in the next 15 years, we may reach the point of no return, when the tropical forest can no longer regenerate into a savanna. Despite this, the Brazilian government continues to broadcast lies about the real situation. It is time to pressure the politicians for a change. How can you hear the call for help from natives around the world? And most importantly, how can we change the laws against deforestation in Brazil?

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To escape the war against deforestation, for the first time in history, an Amazon tree filed an official request for refuge before Brazil's foreign embassies. The letter with this asylum application became OHH, where an animation highlighted the main reasons for this request drawing the public's attention. These OHH were strategically implemented in the vicinity of the embassies, right in the path of the ambassadors and other embassy officials, as well as, of course, attracting the attention of the people passing by.

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