Mirrors of Racism [image] 2

Credits & Description:

Agency: W3haus
Client: Jurema Werneck
Art Director: Carlos Pimenta
Art Director: Vinicius Prego
Art Director: Murilo Santos
Copywriter: Mathias Almeida
Copywriter: Moacyr Netto
Copywriter: Leo Razera
Creative Director: Mathias Almeida
Creative Director: Moacyr Netto
Executive Creative Director: Moacyr Netto
Producer: Lucas Costa
Producer: Bruna Marchi
Producer: Carolina Paranaíba
Marketing Manager (Client): Jurema Werneck
Marketing Manager (Client): Lucia Xavier
On July 3rd, 2015, Maria Julia Coutinho, the first black weather presenter on a major Brazilian newscast, received several racist comments on Facebook.
We decided to track the racist individuals location using the geotag data, checkins, friends data and event activities on their social networks. We then put their comments on billboards near their houses to make them face their own attacks and realize how hateful they could sound.
The billboard messages quickly spread across mass media and started a conversation on the internet, making virtual racism a global topic of discussion.