Brazil persistently receives quite a few awards at Cannes every year. AKQA Sao Paulo’s “By no means Accomplished Evolving” marketing campaign for Nike received the Grand Prix within the Digital Craft class in 2023. AlmapBBDO’s “E4RTH” marketing campaign for B3 Inventory Change was acknowledged with a Grand Prix within the Inventive B2B class.

Brazilian creativity has been acknowledged and celebrated for many years at festivals worldwide. Nonetheless, past successful jurors’ hearts, a variety of change is going on outdoors the trade’s highlight by means of professionals who’re questioning the market in a really brave manner.

This checklist highlights a few of these leaders and the change they led to within the nation all through 2023. They’re leaders who might by no means be awarded or honored by festivals like Cannes Lions however should be remembered for his or her braveness in confronting the established order and their want to remodel the advert trade for the higher.

Altering the face(s) of Cannes

In Might, the Publicitários Negros (PN) collective fashioned a partnership with Cannes Lions, after practically a 12 months of conversations with Lions CEO Simon Prepare dinner. The aim was to deliver 5 Afro-Brazilian creatives from advert companies to the 2023 pageant. The initiative gained the help of manufacturers and Black professionals, who donated assets to fund the all-expenses-paid expertise for the 5 creatives. The PN collective at present has over 8,000 Black professionals and a board of 14 volunteers, together with creatives like Luna Lima and Simone Bispo.

Eating with function

Raphaella Martins discovered it uncomfortable to at all times meet with associates to debate points or demand higher circumstances within the trade. So, she began Toda Última Quinta (Each Final Thursday), a month-to-month dinner sequence targeted on affection and connection. The dinners deliver collectively about 30 Afro-Brazilian girls in senior management positions. Despite the fact that greater than half of Brazil’s inhabitants is Black, Black girls occupy solely 4.6% of management roles on the largest companies and advertisers.

Opening doorways for transgender creatives

For 14 years, Brazil has had the unlucky distinction of being the nation with probably the most transgender homicides. Final 12 months, Ariel Nobre wrote 14 letters to remind and query high company leaders about what has been achieved to help the trans group. Via a video and over 100 handwritten pages, the initiative raised consciousness amongst CEOs and created urgency inside some companies to develop objectives and techniques to rent and promote transgender creatives.