Messaging and advertising campaign for Coca-Cola Black Awareness Day, with the aim of provoke and stimulate reflection about the unequal reality experienced by the black population in Brazil. We used the Coca-Cola ribbon - one of the most iconic graphic elements of the brand - to expose statistics, at the time, not much discussed about the reality of the black population.
We used this data to produce posters that were displayed at universities during Black Consciousness Week events, with the purpose of bringing the discussion into the academic environment. Furthermore they turned it into posts on Coca-Cola Brasil's social networks.
Agency: Wunderman Thompson
Client: Coca-cola
[EN] Poster 2: A black doctor earns in average 56% less than a white doctor.
[EN] Poster 3: A black woman lives in average 22% less than a white woman.