KondZilla Records

Save the Favela

Agency: BETC Havas


Save the Favela: KondZilla and MainStreet release video clip for victims by mistake in police actions.

Created by BETC HAVAS, the project with MCs Poze do Rodo, Bielzin, Borges, and Cabelinho, comes from the union of the biggest rap and trap recording companies in Brazil to shed light on a reality that affects 18 million people in the country, calling for reflection on racial profiling.

Through this chorus, this is the call of an unprecedented movement between KondZilla and MainStreet Records, involving music and video clip, to shed light on the urgent, serious, and routine issue experienced by 18 million* of favelas residents in Brazil. Every day innocent people, mostly black, are cowardly and mistakenly killed during police operations. #salveafavela project (#savethefavela), conceived by BETC HAVAS, originated the music video produced by Santeria production company, bringing real stories of young people and workers who are confused for criminals carrying firearms when, in fact, they are carrying harmless objects such as umbrellas, tools, cell phones, and books, among others.

By exposing the reality, result of the debate on racial profiling, the objective of the first partnership between the biggest rap and trap labels in the country - and competitors in this market - is to show unity facing a cause that is apparently far from a solution. And, more than that, to call on society to hear the communities’ cry for help in favor of black and peripheral bodies that are killed daily, leaving traces of pain and fear.

To give voice and face to this call, from the union of these two giants of the phonographic industry, came the invitation for four of the most iconic names of the genres today: MCs Poze do Rodo, Bielzin, and Borges, exclusive artists of MainStreet, in addition to Cabelinho, who is currently in the cast of a soap opera at Globo’s television network. Born and raised in the favelas of Rio de Janeiro, experiencing this reality up close, they were all responsible for composing and interpreting the music.

“For us, ‘Save the Favela’ is hugely relevant, and it represented a great challenge. Unfortunately, we're talking about an everyday topic, and doing it through Rap would make us fall into a cliche by itself. Therefore, we sought a new way to present the theme and indeed touch the audience. This project is different because, in addition to being a call for attention to real cases, it leads us to knowledge, passing through the revolt and flowing into a call to justice with a practical attitude, demanding from the Federal Supreme Court a change in the law that excludes illegality. Something needs to be done and nobody is looking at it”, exalts Lucas Lang, partner, and founder of MainStreet Records.

Produced by Santeria, the seven-minute music video resembles a short film, and it shows scenes based on the real stories of the victims living in peripheral communities in Rio de Janeiro, Sao Paulo, and Minas Gerais. In the cast, the highlight is the special appearance of the actor Andre Ramiro who, after 16 years, agreed to play the role of a policeman again and wear a uniform. Ramiro played in the cinemas the emblematic police officer Andre Matias in the films Elite Squad 1 and 2, gaining prominence with the character of exemplary professional conduct and 'anti-system.’ In this context, in 'Salve the Favela’ the actor, who is also a rapper, made a point of scripting his lines to help reinforce the humanized side.

This professional campaign titled 'Save the Favela' was published in Brazil in April, 2023. It was created for the brand: KondZilla Records, by ad agency: BETC Havas. This Integrated medium campaign is related to the Music and Public Interest industries and contains 1 media asset. It was submitted about 1 year ago.


Client: KondZilla Records
Product: Save the Favela Movement
Duration: 7’
CCO: Erh Ray
Creative VPs: Marcelo Bruzzesi (Bruzza), Alexandre Vilela (Xa)
Creative Directors: Victor Castelo, Marcelo Ribeiro, Juliano Almeida, Melissa Pottker
Creative Team: Pedro Arvati, Fernando Fregate, Caio Zucchi
Special Projects: Caio Rodrigues, Cindy Cardoso
Brands&Businesses: Heloisa Figueiredo, Marcela Jundurian
Channels&Engagement: Jairo Soares, Ariane Finavaro
Strategy: Agatha Kim
Content: Daniela Lima
Agency Producers: Anna Luisa Ferraz, Juliana Arantes, Caroline Reis, Rafael Paes, Day Dantas
Editor: Gabriel Aparecido Barbosa
Post-producer: Jairo Santos
Designer: Rodrigo Cotellessa
Motion designer: Joao Paulo Vasconcelos Xavier
UX: Jessica Arruda, Fabio Daniel, Caio Costa, Lucas Husni
Research: Pedro Araujo
Web Development: Sappiens.Tech
PR: Fabiana Antacli, Natalia Oska, Giusti Creative PR, Case Comunica

Executive Producers: Konrad Dantas, Lucas Lang, Eduardo Saraiva

Production Company: Santeria
Directors: Rafa Damy, Gabriel Pinheiro
Creative Direction: Felipe Luchi
D.O.P.: Fernando Young
Client Services: Paty Silveira, Hellen Gazetta, Luana Lauricella
Production Coordinator: Ana Paula Domingues
1st Assistant Director: Pedro Sokol
2nd Assistant Director: Isabela Garcia
Production Director Sao Paulo: Paula Ortiz
Producion Director Rio de Janeiro: Marcelo Pereira
Producers: Nathalia Francatto, Patricia Fontes
Post-producer: Julia Sprenger
Editing: Rafa Damy, Gennaro Fattori
Post-production: Line VFX
Post-production coordination: Alexandre Fernandes

Production Company: KondZilla Records
Director: Gabriel Zerra
Creative Directors: Konrad Dantas, Tico Fernandes
YouTube Manager: Kaio Alencar
Distribution Coordinator: Andre Khaled

Musical Production Company: MainStreet Records
Phonographic Production: Lucas Lang, Leandro dos Santos, Thiago De Napole Arruda Dias, Luccas Raposo
Musical Producer: Ajaxx
Singers: MCs Poze do Rodo, Bielzin, Borges, Cabelinho
Executive and Artistic Directors: Lucas Lang, Eric Santana

Sound Design (clip): Cabaret
Client Services: Ingrid Lopes, Flavia Caparelli, Barbara Russiano, Mayara Rocha
Coordination: Verusca Garcia, Chandra Lima, Debora Mello, Mavi Capelasso
Post-production: Guilherme Azem, Leticia Medeiros

Approved by: KondZilla Records e MainStreet Records

GreenPeace Brazil


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