Bluesman
Award: Shortlist
Shortlist / Digital Marketing / Integrated Digital Campaigns / 2019
In Brazil, racism is institutionalized. So, when upcoming artist Baco Exu do Blues asked us to launch his second album, Bluesman - we didn’t make it about the songs. We turned it into a movement.
An 8’ short film, revealed the unconscious racism within the spectators. All of the artistic touch points were designed to ignite self-esteem, inspiring a nationwide movement of black individuals assuming themselves as “Bluesmen”.
The project ignited an important debate on institutional racism, it resignified black culture and rocketed Baco from the underground of rap to the mainstream of music.
