On the Black Consciousness Day, the Government of Paraná in partnership with NGOs of racial equality, released a video. An experiment called The Image Test, where real human resource professionals were divided into two distinct groups. The first group were showed pictures of white people in everyday situations. The second group were showed pictures with identical situations, only with black people this time. The result? White people pictures were described as successful people while the images of black people were always attributed to be underemployment or even worse, vandals and thieves. The video went viral and in less than 24 hours more than 15 million people watched it and more than 400,000 shared it on Facebook. The video was commented on all TV channels, newspapers and magazines. And, more importantly, a debate began in the country.
Creative Director:Felippe Motta
Art Director:Pesly Krieger
Vp Strategic Planning:Marcelo Romaniewicz
Account team:Cícero Rohr, Danielle Bellio
Media Buyers:Thatiana Almeida, Juliana Selbach, Sheila Ribas.
Rtvc:Mayane Milinavicius, Daniela Machado
Approval:Fabíola Maziero, Edson Lau Filho