Crias Project, carried out in conjunction with GR6 Explode, aims to insert talents from the outskirts of So Paulo into the market
Ogilvy and David came together to launch the Crias Project, which aims to increase the presence of black people in the communications market, together with the production company GR6 Explode.
The program is committed to expanding talent from the outskirts of São Paulo and inserting them into the market through structured projects with the agencies’ brands and clients.
“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 different vision of life, culture and values of these people”, stated Fernando Musa, CEO Ogilvy Brasil and David.
The name Crias was chosen to represent black people who have not yet had the opportunity to enter the market and be allocated within GR6.
Leading the project are the CEO of the Ogilvy Brasil group and founder of DAVID, Fernando Musa, Rodrigo Oliveira, CEO of GR6, among other people from the Ogilvy and WPP team, such as Patricia Fuzzo (CPO WPP/Ogilvy), Camila D’Andra (HR/D&I WPP), Thaisa Veras (HR/D&I Ogilvy/David) and Camila Camargo (D&I Ogilvy/David).
“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 what techniques black people have that are not valued “Personally, it is important to carry out the project so that I can return to the community the benefits I received through another social inclusion project. This way I can maintain the change that I want to see happen”, added Camila Camargo, D&I at Ogilvy/David agencies.
