With the motto ‘our love is resistance’, film kicks off the brand’s campaign, created by Galeria.ag
Vivo launched the short film “Amores pretos” to kick off its campaign for Black Consciousness Month. The idea is to exalt the power of feelings between black people as a form of resistance and social transformation, based on discussions raised by black authors such as bell hooks.
The film, produced by Coração da Selva, was the first release of the actions that will take place during the month. The campaign’s entire 360º strategy, both in online and offline media, is signed by the Galeria.ag agency.
“With Amores Pretos, we want to promote different imaginaries about love through representation, promote discussion about Afro-centered relationships – whether romantic or not, and shed light on the power that this feeling has to transform structures and relationships in our society”, he explains Marina Daineze, brand and communications director at Vivo.
In the video, actress Lia Benacon and actor Ronald Sotto connect inspired by music, highlighting the existence and beauty of Afro-centered romantic relationships. The production had several images captured during this year’s Lollapalooza and will also be broadcast in some cinemas across the country.
On social media, the brand will publish daily “pills” of content with the aim of encouraging people to reflect on the topic. On November 20th, a special event will be held at Cine Joia, which will bring together guests for a special screening of the film.
Other brand initiatives for the month
To enhance its support for Black Consciousness Month, Vivo will be a sponsor of the Afropunk Festival, in Salvador (BA) and will bring the theme “Amores Pretos” to the event.
In its activation, the brand invites the public to follow a journey divided into 3 points: Black Love, Self-Love and Love for Skin. In addition to the action, the brand will take photos and videos of black couples present at the event and tell about their stories on social media. The strategy also includes actions in OOH.
Still at the festival, the brand will partner with the “Denga love” app, a dating app designed for black people, with the idea of promoting meetings during the festival. Before the event, those interested will answer a questionnaire about their tastes and also their personality, and couples who “cuddle”, that is, like each other, will be able to compete for help to make this meeting happen and win tickets for Afropunk Bahia.
