Create an institutional project focused on racial equity through the song "Pretos ganhando dinheiro incomoda demais" from Criolo .

Strategy

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Strategy 〰️

tension

The collective imagination associates Black and money as disconnected concepts.

This perpetuates the invisibility of a rich heritage and prosperity, creating an incomplete narrative that disregards centuries of history, resistance and achievements.

core INSIGHT

Black ancestry shows a wealthy past.

Black prosperity is not an exception; it is a continuation. History is filled with stories of wealth, power, and resilience that too often remain invisible.

strategic idea

Reclaim the narrative of Black prosperity rooted in ancestry, alive in the present and shaping the future.

Execution

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Execution 〰️

Agency: AKQA

My role: as Strategy Manager, I was responsible for developing and facilitating an agile sprint with different teams, specialists and clients, while tracking learnings and insights to guide the group towards the creative brief. This project was lead and designed with students from the SOMA+ project.