The increase in unemployment and the reduction of salaries during the pandemic have generated many consequences, among them mortgage and rent defaults and the worsening of the global housing crisis. 1.3 thousand families have been evicted in the São Paulo Metropolitan area (the most populous city in Brazil) in the past few months, according to data obtained through a recent study by the Laboratory on Public Space and Rights to the City (Labcidade) at the University of São Paulo (USP). While these decisions go against recommendations by the Brazilian National Council of Justice (CNJ), this is a situation of extreme importance in the country.
To help families navigate the difficult moment Brazil is currently experiencing, CP+B Brazil created a campaign to raise awareness and mobilize people to act. The action unites different furniture and design brands, like Mobly, INI Original, and Fitto Design, to get customers’ attention in an unparalleled manner on Instagram. While these furniture brands usually use their timelines to show their products situated in inspiring environments, followers were surprised to see furniture displayed on the street in an effort to alert audiences to just how many families have been evicted. Followers were invited to donate to the cause, and the companies will make donations themselves. Donations were sent to the Atalho Project, an initiative that guides charitable donations. Atalho handled all of the action’s logistics and was responsible for delivering funds to relevant non-profits.
The initiative has also built a partnership with MField, a firm specialized in influencer marketing. MField predicts that more brands will join this cause, helping thousands of families return to their homes.
Integrated advertisement created by Crispin Porter + Bogusky, Brazil for Projeto Atalho, within the category: Public Interest, NGO.
Cco: Marcos Medeiros, André Kassu
Creative Director: Marcelo Rizério
Creatives: Alexandre Kazuo, Lucas Ribeiro, Victor Favero
Photography: Gustavo Mendes, Pablo Vaz, Alexandre Kazuo
Film: Alexandre Kazuo
Project: Nathália Beividas, Bruna De Oliveira
Graphic Producer: Robson Ciaramicoli
Production Company: Studio Vero
Planning Team: Luana Azeredo, Mickael Prass
Account: Renata Wirthmann
Media: Rodrigo Medeiros
Influencers Agency: Mfield
Partner Brands: Mobly / Fitto Design E INI Original
Client's Approval: Isabela Assunção