The audiovisual product is part of the “Tree of Wealth”, a campaign that aims to reframe black prosperity
Criolo released the music video for the song “Pretos Ganhando Dinheiro Incomoda Demais”, which is part of a series of five singles with cinematic video clips.
The launch came about in partnership with Soma+, an educational project by AKQA So Paulo, with the aim of expanding the professional knowledge of young black and indigenous talents, residents of the outskirts of Brazil who wish to access the advertising market.
The clip for Pretos Ganhando Dinheiro Incomoda Demais, produced by Landia, is a product of the Tree of Wealth campaign and features several black children, who, upon discovering the power of brotherhood, get together to sow and cultivate the tree of Wealth that grows and bears fruit for all the community.
The project is a collective construction, carried out by Soma+ students in partnership with Ghana and Mooc, Oloko Records and the rapper himself. The clip builds a new imagery based on the fable of the tree of wealth. The tree of wealth is available to everyone through the webapp, where its fruits connect with other trees planted by projects/businesses throughout Brazil.
“Every day, advertising has the opportunity to dictate behavior and influence the collective culture of millions of people. Clients seek help from agencies to satisfy consumers who today demand social and environmental responsibility from brands. But that help will only be effective if the agencies’ teams mirror the society in which the brands are inserted. Soma+ was born with this objective and in three years it has already trained more than 1100 young black people and people from peripheral origins. We want to invite more agencies and brands to participate in this initiative and open vacancies affirmative actions to include these new talents in the labor market. Only together can we promote structural changes with impacts capable of transforming not only the business, but also society”, said Paula Santana, AKQA’s Impact Leader.
