Gold
Design
Public Service/Charity/NGO
| Entrant: | Grey Brasil, São Paulo |
| Brand: | University Zumbi dos Palmares |
| Title: | "The Antiracist Bag" |
| Corporate Name of Client: | University Zumbi dos Palmares |
| Client Company: | University Zumbi dos Palmares, Sao Paulo |
| Client President: | Jose Vicente |
| Media Company: | Grey Brasil, São Paulo |
| Media Strategy Director: | Verusca Casciano |
| Media Planner: | Camila Mercadante |
| PR Companies: | Grey Latam/Galbraith |
| PR Company General Manager: | Florencia Kessler |
| PR Company Account Manager: | Robert Galbraith |
| Agency: | Grey Brasil, São Paulo |
| Agency Chief Executive Officer: | Manir FAdel |
| Global Chief Creative Officer: | Gabriel Schmitt |
| Global Creative Partner: | Diego Medvedocky |
| Global Craft Partner: | Constanza Rossi |
| Chief Creative Officer: | Manir FAdel |
| Executive Creative Directors: | Andre Gola/Joao Caetano Brasil |
| Senior Creative Director: | Emiliano Alvarenga |
| Group Creative Director: | Catrina Ramos |
| Creative Directors: | Andre Golda/Joao Caetano Brasil |
| Copywriters: | Jonas Soares/Gabriella Batista |
| Art Director: | Eduarda Vidaurre |
| Agency Head of Production: | Fabiano Beraldo |
| Agency Executive Producer: | Octavio Vares |
| Agency UX Designer: | Lygia Prado |
| Agency Social Community Manager: | Bruno Flores |
| Agency Content Manager: | Bruno Borghi |
| Agency Chief Strategy Officer: | Mariana Pagano |
| Agency Business Director: | Prcilla Telles |
| Agency Account Executive: | Pamella Kacelnikas |
| Agency Corporate Communications Director: | Maru Sokolowski |
| Casting Companies: | Monica Lages Fashion Management/BSN Creatives |
| Casting Agents: | Monica Lage/Benson |
| Designers: | Naya Violeta/Felippe Borges |
| Photography Studio: | Ricardo Barcellos |
Description:
The Anti-Racist Bag masterfully combines high-quality craft with a crucial social mission, redefining fashion. The project celebrates the right of Black people to purchase and own products without fear of discrimination. With an African inspired pattern, integrating this vibrant and artisanal design by stylist Naya Violeta, the bag is an intentionally potent, bold and loud item, which is seen and heard by everyone wherever it enters, so the Black people who wear it don’t be afraid and carry
The Anti-Racist Bag as a statement of their fearlessness. On the inside, you see a vinylic tag which incorporates Law 14.532/2023 and a QR code for reporting racism, making it not only a sophisticated fashion item but also a powerful tool for social justice.
This project not only showcases exceptional craftsmanship, but also challenges prejudices, and promotes awareness, setting a new standard for the fashion retail sector by demonstrating that fashion includes social responsibility and empowerment in its core.