Pride Constitution

Agency: DDB


Brazil has one of the world's largest LGBTQI+ populations: more than 20 million people – or almost 10% of the country's total. However, it is also the country with the worst rate of violence against this population, with a death recorded every 19 hours. Despite the approval by the Federal Supreme Court of the bill that classifies homophobia as a crime, on June 13, 2019, the situation has not improved much ever since. According to a survey by the Folha de S.Paulo newspaper, 92.5% of the LGBTQI+ population reports that violence has increased.
In order to reinforce the government's commitment to protecting its citizens and the sovereignty of the Brazilian Constitution, São Paulo's Brazil Bar Association's (OAB-SP) Diversity Commissionreleases this week the Pride Constitution. Created by the SunsetDDB agency, the project uses the design and colors of the LGBTQI+ flag to highlight that the Brazilian Constitution already has several rights that should protect this population, but these are unknown to and violated by a significant portion of the Brazilian population and government.
The initiative invited lawyers from the São Paulo's Brazil Bar Association's (OAB-SP) Diversity Commission to find and emphasize these rights using the colors of the LGBTQI+ flag. Each color represented a different type of crime: assault, insult and defamation, psychological violence, institutional violence, sexual violence, and homicide. The result gave rise to a special edition of the Constitution – colorful and with a unique design – which inspired the new bill by Congressman David Miranda (PSOL), presented in Brasília requesting that 30% of the copies of the Brazilian Constitution be printed in these colors.
In a limited run length, print copies were produced and distributed to influencers, advocates of the cause and prominent icons in the fight against LGBTQphobia. To expand access to the general population, the project is also 100% available online for download, with tools and clippings that enable the sharing of excerpts and specific articles on social media.

This professional campaign titled 'Pride Constitution' was published in Brazil in July, 2020. It was created for the brand: OAB-SP, by ad agency: DDB. This Integrated medium campaign is related to the Professional Services and Public Interest, NGO industries and contains 1 media asset. It was submitted over 3 years ago.


Advertising Agency: SunsetDDB, Brazil
Co-presidents: Guilherme Jahara, Pipo Calazans
CCO: Guilherme Jahara, Carlão Fonseca
ECD: Guiga Giacomo
Creative Director: Marilu Rodrigues
Copywriters: Filipe Rosado, Kiko Borger
Art Director: Felipe Revite
Designer: Felipe Revite
UX: Ricardo Schreiner
Social Media Strategy: Gabi Campagnuci, Gustavo Fernandes
Social Media Copy: Gustavo Fernandes, João Pedro Oliveira
Account Executive: Thaís Picelli
Audiovisual Production Directors: Giuliano Springhetti, Rodrigo Luchini
RTV Producer: Carolina Araújo
Client's Approval: Marina Ganzarolli, Luanda Pires
Support: David Miranda
Influencers' Advisory: Tulom
Influencers' Strategy: David Miranda
Still Photo: Auge Photography
Photographer: Marcelo Auge
Video Maker: Rodrigo Dias
Graphic Production: Miolo & Produceria
Web Development: BRAVE
Film Production: Dietrich TV
Direction: Gabriel Dietrich
Director of Photography: André Alves
Production Director: Soraia Santiago
Object Production: Mariana Vieira
Makeup: Juliana Vacaro
Chief Electrician: Carlos Alberto Ferreira
Dolly Grip: Adilson Pinheiro
Arrangers: Rafael Mesquiara, Nathan Sanches, Andre Avila, Pamela Maranhão, Junior Muniz
Motion Studio: Motionhand
Motion Designer: Estevão Puggina
Audio Production: Loud
Producer / Conductor: Marcos Vaz, Henrique Guimarães, Bernardo Massot
Audio finishing: Luca Fasano, Bernardo Massot, André Gianinni, Eduardo Barbosa
Voiceover: Taty Dal Campo Bello
Account Services Team: Priscilla Miranda, Karina Amabile, Jin Jhu Park, Eduardo Bernardo
Coordination: Rafael Silvestrini, Ingrid Mabelle, Paloma Sol, Douglas Freitas


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