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Creative

Zumbi dos Palmares College's 'Black Box' Unveils Hidden Side of Black History

J. Walter Thompson Brazil developed the project to shine a spotlight on black cultural legacy

Zumbi dos Palmares College's 'Black Box' Unveils Hidden Side of Black History

Before slavery, they were black experts in many fields, contributing to human history with important inventions that range from the telescope to setting the basis of cubism in art. It should be in school books, but it is not.

Zumbi dos Palmares College, the only black college in Brazil, and J. Walter Thompson Brazil have developed the Black Box project, unveiling this side of history in order to bring pride and knowledge to Afro-descendants, promoting a historical correction and placing hidden stories about black people’s cultural legacy to the spotlight. 



“After 300 years of slavery in Brazil, it is urgent to change the mindset that permeates a hidden past fundamental to regain self-esteem and correct crucial historical omissions that were the basis of racism in Brazil. We chose this path, through education, because we believe that is the right start. Correcting the past we can create a different future with more justice and opportunities” says Danilo Janjacomo, creative director, and Talita Cardozo, head of art at JWT Brazil.

15,000 hours of work of African-Brazilian researchers, historians, journalists, teachers, and people involved in black militancy turned into a 200-page book that brings black people’s cultural and historical legacy into the spotlight. The book includes black boxes in translucent tracing paper that reveal important historical information and names of black heroes when the pages are turned over.


“When the idea of writing this book came up we didn’t realise it would have so many subjects. But as we started searching, a whole world opened up in front of us with discoveries we never could imagine. And the result is a fascinating material, filled with historical correction and stories that no one in Brazil ever knew of. Now, we deliver this book to black students with the will to provide them pride about their color, to restore their identity and with a feeling of mission accomplished, but still, knowing that this issue is inexhaustible. And that’s why we’ll never stop discovering” said Ariane Polvoni, editor in chief, and Thamara Pinheiro, content research and copywriter of the project.

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Client

Advertiser: Zumbi dos Palmares College

Other

Researchers: Thamara Pinheiro, Renan Damascena, Clecius Gonzaga, Vivian Zeni

Editor in Chief: Ariane Polvani

Co-Author: Cileda dos Santos Sant’anna, Natanael Santos, Patrícia Nascimento, Rosenildo Ferreira, Telma Cezar da Silva

Creative Agency

Creative Agency: J. Walter Thompson Brazil

Chief Creative Officer: Ricardo John

Executive Creative Director: Cassio Moron, Rodrigo Da Matta

Creative Director: Danilo Janjacomo

Art Director: José Oliveira, Leticia Tercini

Copywriter: Marcel Ares, Julia Machado, Thamara Pinheiro, Clecius Gonzaga

Producer: Evil twin- Andre Faria (Audio Producer)

CEO: Ricardo John

Head of Art: Talita Cardozo

Graphic Designer: Dandara Hahn, Paula Bustamante

Photographer: Regis Fernandez

Operations: Thiago Segundo (Director)

Client Services: Felipe Giacon (Head)

Account Team: Maiara Brinhole

Illustrator: Simon Fernandes

Head of Production: Maísa Delgado

Production: Fernanda Fiori, Flavio Colella, Leandro Lacovone, Paulo Cesar dos Reis, Ricardo Garcia, Gabriel Maria (Team), Daniel Costa, Sid Fernandez

Planning: Stella Pirani, Guilherme Paduan, Renan Damascena

Copydesk: Camilla Savoia

Advertising Supervisor: Raphael Vicente

Category: Corporate, Social and PSAs , Education

Genre: Storytelling