Description
Currently, about 800,000 people are serving a custodial sentence in Brazil. According to a 2020 survey (Source: Federal Supreme Court), the criminal recidivism rate in the country reaches 49.2%, almost half of the adult prison population. The reasons are many: the lack of professional training programs in the prisons, the non-acceptance by the family, the community and mainly: the prejudice that the ex-prisoners face in the job market. Many businessmen think that, having committed the crime once, the ex-convict will forever be a criminal.
The film tells the true story of Rodolfo Maturana, a detainee who served time for car theft in Brazil and who, when he got out of prison, faced great difficulty in being reinserted into the job market. Using his talent for opening doors and locks, he makes a living as a locksmith. But after scenes that show the great prejudice of society towards him, we see Rodolfo at the end of the film breaking into a luxury car, as if he was returning to his life of crime. But to everyone's surprise, he saves a baby who was trapped inside the car. The film signs off with the message:
“If you can be good at something, you can be good at something.”
This professional campaign titled 'Second Chance' was published in Brazil in May, 2022. It was created for the brand: Responsa, by ad agency: Propeg. This Film medium campaign is related to the Public Interest industry and contains 5 media assets. It was submitted almost 2 years ago.
Credits
Agency: Propeg
Chief Executive Officer: Victor Barros
Chief Creative Officer: Emerson Braga
Creative Directors: Emerson Braga
Copywriter: Emerson Braga, Rafael Damy, Marcio Naziazeno
Art Directors: Gustavo Batinga
Chief Product Officer: Melina Romariz
Customer Service Director: Michele Estevez
Media Manager: Patricia Seabra
RTV production: Juliana Leonelli
Film producer: Santeria
Director: Rafa Damy
Co Director: Roddy Dextre
Executive Producer: Edgard Soares Filho, Rafa Damy, Roger Garcia
Creative Director: Felipe Luchi
Executive and Business Management: Roger Garcia
New Business Director: Emerson Souza
Director of Photography: Guilhe Muse
Attendance: Paty Silveira
Assistant Director: Pedro Sokol, Felipe Radamés
Art Directors: Tamara C Soriano
Costume designer: Kleber Lucin e Ana Carolina
Make up: Miriam Kanno
Casting Production: Dennys Carvalho
Production director:Toninho Gomes
Producer: Julia Caiuby
Production Coordinator: Larissa Quicoli, Ana Paula Domingues
Post Production Coordinator: Rafael Tschope
Editor: Arthur Brito , AMC
Colorist: Osmar Junior
Sound Producer: Cabaret
Musical Production: Guilherme Azem
Composer: Guilherme Azem
Mixing: Gab Scatolin
Finisher: Guile Oliveira, Letícia Medeiros, Mauro Kuschnir
Attendance: Ingrid Lopes, Junior Freitas, Flávia Caparelli, Bárbara Russiano
Coordination: Verusca Garcia, Chandra Lima, Débora Mello, Carol Oliveira
Customer Approval: Karine Vieira
