[Music]
I have a question for you
believe in advertising
I believe
But I do not believe in this propaganda that
has been made until today that generates
return for a few and much damage to
many I believe in a new advertisement
in a new form of communication where
brands are engines of transformation
Social
lately we’ve heard a lot
talk about sustainability and impact
positive but there is still the idea that
cost and not investment as if it were
so a kind of toll that a
company has to pay to minimize the
damage that it causes in the
society
my view on this topic
It’s definitely not the one I believe.
what sustainability is a lens one
new way of seeing and doing business
where profit is middle and not end for a
company if we stop for
think
seems almost obvious any strategy of
tv business would aim to generate
positive impact on society
after all companies exist for this
to make our lives better and
opportunities to make people’s lives
better is what is not lacking within a
company
these opportunities are in all
areas and marketing and advertising
could stay out of it
this year will be invested in advertising
in the world 587 billion dollars
imagine all this being invested in
to really transform people’s lives
and you must be thinking now yes
but because that would be interesting
for a company because it makes sense
that a company makes sense because talking
on themselves no longer enough
makes sense because companies are not
bubbles separated from society and
brands need to be relevant in the world
real and not in the magical world of brands
invented in offices and in this world
that the world we live in
We know the bombardment of messages.
of information of all natures to
that we are submitted every day
with that time our time and ours
attention
are increasingly scarce resources
so it makes sense for companies and
for brands there are no deals
Relevance is a relevant brand.
mark that will die and will not exist
more
I’ve spent 20 years of my life
working on advertisement on the call
traditional advertising and a certain
moment I decide to leave the market
because I felt trapped in a model that
for me it was exhausted
I did not think I could fit into that
world or that the world could not fit
in mine and I will have a year later the same
agency
but to do a job completely
different to lead the launch of a
unit focused on impact projects
of our customers’ brands
I understood that my responsibility
as a citizen and advertising was one thing
only to start over from scratch in
other area
I could bring my experience and the
my knowledge in the service of this new
propaganda of this new form of
Communication
we decided to start this work and on the river
because the river is the Brazilian city with
highest percentage of people living in
favelas 22% of the population
corresponds to almost two million
people
I believe in the infinity of talents
existing in the favelas of the river and
outskirts of many other cities
Brazilians and our proposal is to bring
marks for this reflection and more
What’s this for action on behalf of these
talents opening doors for them to
can develop by giving them
visibility and recognition it deserves
one of the projects I had the opportunity to
develop and obviously with a team
wonderful together as involved as
I was the favela grafia favela spelling
was born from the desire to change the image
people have about favelas but the
people knew who could do this
who had the legitimacy to do this
It was a resident who was not the one who was
out and what talent was not lacking
in the favelas
we selected nine talented young people to
this mission of nine different favelas
anderson borel hill valentine and
Pauline wool of Santa Marta
jessica higino from mineiro hill
josiane santana
the German joyce marketing complex
hill of providence
magno snows of the cantagalo
Omar Brito of Babylon
rafael gomes car and saulo
unipolar and the hill of pleasures
the images produced by them in this
project like these
We are seeing here were shared
social networks and won the world and
the media bringing important
about stereotypes and prejudices
associated with the favela and its residents and
showing and favela is very very very
more than trafficking weapon and period
these images have become a
book and an art exhibition in a one
of the river’s main art museums and
of Brazil
the slum came by a door
front as an author and not simply
as a scene with the object portrayed
by third parties through photography
the photographers participating in the project
opportunity to expand their
horizons
anderson was invited to a program
of professional improvement in Cuba
rafael has been photographing professionally
a championship of surfing in elano chile
works as a freelance photographer
recording parties doing rehearsals
weddings
and all the rest went in the way of the
photography through a door that has been
open because talent
he already had a surplus needed only
an opportunity
this same premise that inspired favela
has been inspiring other projects
literature that counts on the
talented martina who will be with
people on this stage still today as a
of the writers
another example is the biographies project
collaborative projects that we are
this year with a large industry that
understands the importance of your
be associated with diversity and
of female entrepreneurship in this
collaborative biographies project
we selected five entrepreneurs from
high potential of favelas in são paulo and
Let’s launch a book in fact the
five books 5 biographies about these
incredible women
the difference from a traditional biography
is that the last chapter will stay in
because the sale of the books will be
fully reverted to the
investment capacity in the
biographees or so to the renata
Elisabeth to the milan
vanessa and rúbia will be able to continue
writing their life stories and
inspiring other incredible women to
go their way
these are just a few examples within
of a specific cut of performance in
favelas and peripheries but there are many
other the port
age for brands to make a difference
real in people’s lives
it’s enough that they want
How many times have you not heard
someone saying so with a certain air of
objectivity too much practicality
These things are cool but it works.
business to business and what to do
well it ‘s a matter for personal life no more
I do well in my private life.
the tendency is to think that this
rule of thumb
but it ‘s not, you can not do otherwise
there is a division between who we are
in personal and professional life
we are one integrity, this is one
businesses are made by people we are
we do the companies and the brands
and to be one is to act with consistency in
all fields of life do business
thinking of everything and the world we want
make an advertisement that builds
society and not a society that
getting sick because of the advertisement
thank you
[Applause]
I have a question for you
believe in advertising
I believe
But I do not believe in this propaganda that
has been made until today that generates
return for a few and much damage to
many I believe in a new advertisement
in a new form of communication where
brands are engines of transformation
Social
lately we’ve heard a lot
talk about sustainability and impact
positive but there is still the idea that
cost and not investment as if it were
so a kind of toll that a
company has to pay to minimize the
damage that it causes in the
society
my view on this topic
It’s definitely not the one I believe.
what sustainability is a lens one
new way of seeing and doing business
where profit is middle and not end for a
company if we stop for
think
seems almost obvious any strategy of
tv business would aim to generate
positive impact on society
after all companies exist for this
to make our lives better and
opportunities to make people’s lives
better is what is not lacking within a
company
these opportunities are in all
areas and marketing and advertising
could stay out of it
this year will be invested in advertising
in the world 587 billion dollars
imagine all this being invested in
to really transform people’s lives
and you must be thinking now yes
but because that would be interesting
for a company because it makes sense
that a company makes sense because talking
on themselves no longer enough
makes sense because companies are not
bubbles separated from society and
brands need to be relevant in the world
real and not in the magical world of brands
invented in offices and in this world
that the world we live in
We know the bombardment of messages.
of information of all natures to
that we are submitted every day
with that time our time and ours
attention
are increasingly scarce resources
so it makes sense for companies and
for brands there are no deals
Relevance is a relevant brand.
mark that will die and will not exist
more
I’ve spent 20 years of my life
working on advertisement on the call
traditional advertising and a certain
moment I decide to leave the market
because I felt trapped in a model that
for me it was exhausted
I did not think I could fit into that
world or that the world could not fit
in mine and I will have a year later the same
agency
but to do a job completely
different to lead the launch of a
unit focused on impact projects
of our customers’ brands
I understood that my responsibility
as a citizen and advertising was one thing
only to start over from scratch in
other area
I could bring my experience and the
my knowledge in the service of this new
propaganda of this new form of
Communication
we decided to start this work and on the river
because the river is the Brazilian city with
highest percentage of people living in
favelas 22% of the population
corresponds to almost two million
people
I believe in the infinity of talents
existing in the favelas of the river and
outskirts of many other cities
Brazilians and our proposal is to bring
marks for this reflection and more
What’s this for action on behalf of these
talents opening doors for them to
can develop by giving them
visibility and recognition it deserves
one of the projects I had the opportunity to
develop and obviously with a team
wonderful together as involved as
I was the favela grafia favela spelling
was born from the desire to change the image
people have about favelas but the
people knew who could do this
who had the legitimacy to do this
It was a resident who was not the one who was
out and what talent was not lacking
in the favelas
we selected nine talented young people to
this mission of nine different favelas
anderson borel hill valentine and
Pauline wool of Santa Marta
jessica higino from mineiro hill
josiane santana
the German joyce marketing complex
hill of providence
magno snows of the cantagalo
Omar Brito of Babylon
rafael gomes car and saulo
unipolar and the hill of pleasures
the images produced by them in this
project like these
We are seeing here were shared
social networks and won the world and
the media bringing important
about stereotypes and prejudices
associated with the favela and its residents and
showing and favela is very very very
more than trafficking weapon and period
these images have become a
book and an art exhibition in a one
of the river’s main art museums and
of Brazil
the slum came by a door
front as an author and not simply
as a scene with the object portrayed
by third parties through photography
the photographers participating in the project
opportunity to expand their
horizons
anderson was invited to a program
of professional improvement in Cuba
rafael has been photographing professionally
a championship of surfing in elano chile
works as a freelance photographer
recording parties doing rehearsals
weddings
and all the rest went in the way of the
photography through a door that has been
open because talent
he already had a surplus needed only
an opportunity
this same premise that inspired favela
has been inspiring other projects
literature that counts on the
talented martina who will be with
people on this stage still today as a
of the writers
another example is the biographies project
collaborative projects that we are
this year with a large industry that
understands the importance of your
be associated with diversity and
of female entrepreneurship in this
collaborative biographies project
we selected five entrepreneurs from
high potential of favelas in são paulo and
Let’s launch a book in fact the
five books 5 biographies about these
incredible women
the difference from a traditional biography
is that the last chapter will stay in
because the sale of the books will be
fully reverted to the
investment capacity in the
biographees or so to the renata
Elisabeth to the milan
vanessa and rúbia will be able to continue
writing their life stories and
inspiring other incredible women to
go their way
these are just a few examples within
of a specific cut of performance in
favelas and peripheries but there are many
other the port
age for brands to make a difference
real in people’s lives
it’s enough that they want
How many times have you not heard
someone saying so with a certain air of
objectivity too much practicality
These things are cool but it works.
business to business and what to do
well it ‘s a matter for personal life no more
I do well in my private life.
the tendency is to think that this
rule of thumb
but it ‘s not, you can not do otherwise
there is a division between who we are
in personal and professional life
we are one integrity, this is one
businesses are made by people we are
we do the companies and the brands
and to be one is to act with consistency in
all fields of life do business
thinking of everything and the world we want
make an advertisement that builds
society and not a society that
getting sick because of the advertisement
thank you
[Applause]
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