" The fictitious promotion raised awareness about racial inequality during Black Friday week "
UOL
UOL
Black Salary Friday / ID_BR In Brazil, Black Awareness Day and Black Friday happen in the same week. So, we created a fiction promotion that black employees were offered a 47% discount, which is the salary inequality between blacks and whites. The campaign got more spotlight than Black Friday discounts and made Black Awareness Day more mentioned than Black Friday.
Role: concept, art director, designer. Recognition: Cannes Lions, D&AD, Wired Festival, AdStars.