Opening new opportunities in the communications market, the Crias Project was launched through the co-creation of media agencies. holding WPP, Ogilvy e DAVID, and features the largest urban music producer in Latin America, GR6 Explode. Crias is committed to expanding black talent from the outskirts of São Paulo (SP), and inserting them into the communications market through structured projects with brands and agency clients. The professionals selected will come from different areas, from creatives to RTV and production teams.
The name Crias was chosen to represent black people who have not yet had the opportunity to enter the market, and will be allocated within GR6, precisely to absorb the culture and working model of the production company, bringing innovation to advertising and valuable deliveries to the clients. GR6 is responsible for launching urban music talents such as MC Livinho, Hariel, Don Juan, Kayblack, DJ Ronald, among others.
Our objective here is to take the entire essence of GR6, located on the outskirts of the North Zone of São Paulo, and bring these people’s work model and desire to make things happen, in new projects and actions for the brands. From this connection between Ogilvy, DAVID and GR6, a new area of professionals will be structured, giving clients a unique aesthetic and creativity through the differentiated vision of life, culture and values of these peoplehighlights Fernando Musa, CEO of the Ogilvy Brasil group and founder of DAVID.
Leading the project are Musa, Rodrigo Oliveira, CEO of GR6 and other people from the Ogilvy and WPP team, such as Patricia Fuzzo (CPO WPP/Ogilvy), Camila DAndra (HR/D&I WPP), Thaisa Veras (HR/D&I Ogilvy/ David) and Camila Camargo (D&I Ogilvy/David). Crias has a team selected based on demand, as well as projects directed through the agencies DAVID and Ogilvy.
The essence of GR6 will be connected with the broken one. Our headquarters have always remained in the north of São Paulo, so we don’t lose our roots. Our collaborators, for the most part, are young people from the community, and we give ourselves opportunities and train those who like music, so that they have the opportunity to specialize, whether as artists, as MC, Director, or in the area they are interested in. to prefer. And this combination with Ogilvy and DAVID with the Crias project, comes exactly to further improve these black talents in the music, entertainment and communication market, generating talents in different areashighlights Rodrigo Oliveira, CEO of GR6.
GR6 will offer its culture, its work format and the entire intellectual legacy of a company that was born within the outskirts of São Paulo, and which feeds all Brazilian concepts of blackness and cultural music from its artists to professionals of the Crias Project.
The Crias project is significant due to its potential change in the perspective of the advertising market. Many equity projects focusing on black and peripheral people focus on training, without considering pointing out to the market which techniques black people have that are not valued. Personally, carrying out the project is important so that I can return to the community the benefits I received through another social inclusion project. This way I can maintain the change I want to see happen.highlights Camila Camargo.
* Cover photo: Disclosure/WPP
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