If for some success comes before the age of 30, for others, reaching 30 is success. Therefore, theBillboard Brazil, to question the emphasis given to personalities who achieved fame and money before this period, launched a project that gives visibility to trans and transvestite people who overcame violence statistics, overcame the 30-year barrier and became a reference in their areas of acting. Therefore, together with theLewLara\TBWA and Mynd, Over 30 is born, a special edition that brings the first Brazilian list of 30 people who are references in their areas of activity and are relevant in the community and in the fight against transphobia in Brazil. For the cover, the following were chosen: the actress, singer and presenter Pepita, the singer from Goiás Mel Gonalves and the singer, songwriter, businesswoman and teacher, Raquel.
The selection of names included specialized consultancy, which considered the reach, relevance and representativeness of community profiles. The list sought to highlight those who not only survived violence, but who amplified their voices and were able to exalt their talents to the point of becoming a reference in their areas of activity.
Among the 30 names chosen for the list are professionals from different areas such as: Lina Pereira, Lea T, Noah Scheffel, Laerte, Roberta Close, Gabriela Augusto, Nany People, Thammy Miranda, Fernando Lins, among others. To check out the OVER 30 list in full, go toBillboard Brazil websiteand the printed edition of the magazine is now available on newsstands throughout Brazil.
The Over 30 project also includes other fronts in addition to the printed magazine to, in a robust and consistent way, reverberate the celebration of the lives of trans and transvestite people, such as OOH and digital media, content on social networks and even a single, co-created by the three cover artists, Pepita, Mel Gonalves and Raquel, and music producer and composer Pablo Bispo, which will be released on all digital platforms in January.
The initiative not only seeks to highlight the topic, but also opportunities for the community and effective changes in society. Therefore, the entire construction process of the OVER 30 project included part of the team made up of trans professionals in the areas of creation, development, reporting, photography, makeup, stylist and production, in addition to counting on the support and consultancy led by Ariel Nobre , Executive Director of the Observatory of Diversity in Advertising. In addition, 50% of the project’s profits will be donated to Casa Neon Cunha, a shelter for trans people and victims of LGBTphobia.
TECHNICAL SHEET
Ttulo: Billboard Over 30
Agncia: LEWLARA\TBWA
Client: Billboard Brasil
Product: Over 30
CEO: Marcia Esteves
Executive Creative Director: Rodrigo Tortima and Rodrigo da Matta
Creative Director: Thiago Lacorte
Art Direction: Thiago Lacorte, Paula Lopes and Caio Gatti
Editor: Cristina Prado and Hugo Nery
Consultant and Curator: Ariel Nobre
Managing Director: Evelin Batista
Negcios: Kzia Tonon
CSO: Raquel Messias
Strategy: Bruno Lobo
Public Relations: Amanda Brando and Yasmin Zampieri
CDMO: Vicente Varela
Media: Henrique Farias, Mariana Sobreira and Bruna Loredo.
BI: Leonardo Cunha and Fernanda Furlan
CCOO: Elise Passamani
Billboard Brasil
Artistic Director: Camila Zana
Head of planning: Lucas Almeida
Media: Bárbara Rocha and Etiellen Souza
Project Leader: Olga Barbosa
Artistic Assistant: Violeta Rodrigues Rivas and Izabelli Potter
Art direction: Marcos Artnoc
Design: Eduardo Pignata
Press: Alisson Fernndez
Production/Video: Igor DSouza, Pedro Amaral Machado and Samuel Fonseca Machado
Photographer: Rafaela Kennedy
Photography Team: Karla Brights and Pedro Jorge
Stylist: Aneco Oblangata and Flora Babylon
Hair & Makeup: Sasa Ferreira and Raphaela Cruz
CEO and Publisher: Ftima Pissarra
COO and Publisher: Carlos Scappini
Editor-in-chief: Dbora Miranda
Senior editor: Sergio Martins
Publisher: Liv Brando
Digital strategies editor: Leandro Carneiro
Special projects: Carina Liberato
Reporters: Sanara Santos, Bruna Calazans, Guilherme Rocha, Isabela Pacilio, Isabela Ptala, Ludmilla Correia and Yuri from BS
Social media: Guzmn Novaes
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