Joao Totus

PROBLEM:
Inequality between men and women in the Iberoamerican advertising market has become a critical issue in the last years. Recent studies have shown that women are still disadvantaged compared to men as for the representation and visibility in the advertising industry.

SOLUTION:
The International Festival El Ojo de Iberoamerica, celebrated 25 years awarding talent and the most creative works of the region, and we had the brand goal of creating a message iconic and inclusive. For this reason, we created Joao Totus with AI, which was created with more than 362 images of the most creative relevant to the history of the Festival. We issue a future proposal, presented by Joao, at various times of the Festival, as in Media and RRSS, where he made visible that only 10% were women.

This insight aroused the clear need to continue supporting with concrete actions, the diversity of looks and visions that El Ojo has had since its inception and contribute to closing the gap gender in the creativity industry in Latin America. Totus is a tribute from El Ojo de Iberoamérica to all those who, with their effort, talent and genius, have contributed to built this incredible Latin Creative Culture which we enjoy today.