Instituto Sou da Paz

Trigger Pen

Agency: Tech and Soul


Instituto Sou da Paz, a NGO founded in 1999 with the role of providing information on public security in Brazil, launched an impactful campaign created by the independent agency Tech and Soul. The piece acts as an alarm against the excessive weaponry of the Brazilian population, showing that a simple signature can transform a pen into an element as fatal as a gun.

The current government has been responsible for approving rules and laws that encourage the arms of the Brazilian population – from a number close to 60,000 people with guns in 2019, when he became the nation´s president, there are now 1.3 million Brazilians with legal access to weapons, categorized as CAC (collector, marksman and hunter). The number of weapons in the hands of each of them is between six and thirty, with the right to 5,000 ammunition for each weapon – absurd numbers that are reflected in a scenario of intense public insecurity in the country.

This professional campaign titled 'Trigger Pen' was published in Brazil in October, 2022. It was created for the brand: Instituto Sou da Paz, by ad agency: Tech and Soul. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted 12 months ago.


Title: Trigger Pen
Client: Instituto Sou da Paz
Customer approval: Janaina Baladez, Izabelle Mundim
Agency: Tech and Soul
CCO: Flavio Waiteman
Creation Director: Renan Bulgari
Art Director: Cristiano Bernardo
Editor: Flavio Waiteman, Ricardo Millani
Executive Producer: João Pedro Albuquerque
RTV: Felipe Lopes, Queila Ribeiro
Attendance: Wilson Pereira, Caio Zagatti, Maria Cecília Freitas
Media: Ana Paula Ventura
Graphic Production: Rogerio Gonçalves
Developer: Luiz Cesar Leite
Producer: Piloto
Direction: Wudd - Danilo Pontes e Leonardo Trintinalia
Assistant Director: Roberto Veiga e Maria Eduarda Vieira Felsmann
Director of Photography: Victor Alencar Silva
Executive Production Direction: Daniel Soro, Alexandre Chalabi e Natalia Souza
Executive Production: Ciça Bertoche e Larissa Luisi
Executive Production Assistant: Willian Sousa
Attendance: Regina Knapp, Roberta Frederico, Marília Raffaeli, Rafael Costa e Nara Chrysostomo
Production Coordinator: Mariana Guerra
Production Coordination Assistant: Marcia Frota
Production Director: Ricardo de Rezende Franco
Art Direction: Juan Manuel Maria Zavalla e Flora Yurie Manni Fujii
Head of Post: Rafael Bozzi
Post Project Manager: Ana Flavia Monteiro
Post Project Analyst: Hugo Ferriolli
Finalization: Victor Oliveira
Finishing Assistants: Junior Fernandes, Rafael Cereda e Ederson Lima
2D Concept: Victor Further
Motion: Ivan Franco
Colorist: Erick Moraes
VFX Producer: TRIBBO
VFX Creative Director: Bibinho Carvalho
VFX Supervisor / Senior Editor: Rodrigo Pina
Senior Composer/ VFX Supervisor: Sergio D’ Piazza
3D Lead Artist: Erick Buosi
3D Coordinator: Gabriel Leça
Post-Production Coordinators: Tato Carvalho e Rafael Flamínio
Motion Lead Artist: Fabiano Iwasita
T.I Manager: Lucas Pereira
T.I Manager Jr: Anderson Favaro
Conform: Fernando Diniz
Attendance: Carolina Barros
Sound Producer: Blood Audio
Musical Production: Otavio de Moraes
Sound Desing/ Finishing: Vitor Motter
Coordination: Camila Madio
Executive Production: Dani Monaco


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