Responses by Popcorn Comunicação.

Background: Forced labor is part of the production chain of the fashion industry, civil construction, farming, mining and even inside families’ houses. Our behavior as consumers—the main target of this campaign—affects this reality. We show people how we can be anti-slavery activists even from our sofas.

Design thinking: The idea was to show how forced labor is closer to our lives than we think. People know that this evil heritage can hide behind the clothes you buy or the meat on your barbecue, for example. But we wanted to say this in an impactful, blunt way—as slave labor itself is blunt. The campaign brings consumers out of inertia with a strong, poetic message—poetics in both text and imagery.

Challenges: Getting strong and realistic images to accompany the text we’d written. There were no resources and no sense in producing images that should naturally be documented. In addition, in the Portuguese version of the film, we invited the great Brazilian actress Dira Paes to narrate it. This actress was also starring in a movie on the same theme: slave labor.

Favorite details: Certainly, the poetry and forcefulness of the text, in itself, already support the campaign. But the subtle work of the art direction, the treatment, animation and lettering of the images added a lot to the campaign’s result. As a complement to the content, the actress’s interpretation and the texture of her voice were fundamental in guaranteeing the strength of the message.

New lessons: We learned a little more about the nuances of slave labor and how skillfully it’s hidden from the public eye.

Divergent paths: We would have spent more time and resources trying to attract artists and influencers not only to promote the film but to bring new layers of content to the campaign. It lacked investments, partners and time.

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