Mene Portella creates campaign for 75 years of the Declaration of Human Rights

The intention of the Mene Portella agency, alongside ministries, is to give visibility to those who are considered invisible.

In celebration of the 75th anniversary of the Universal Declaration of Human Rights (UDHR), celebrated on December 10th, the agencyMene Portella developed an advertising campaign, signed by the Ministry of Human Rights and Citizenship, the Ministry of Development and Social Assistance, Family and Fighting Hunger, in addition to the Federal Government, with the aim of giving visibility to those considered invisible.

Check out the campaign below:

The motto of the campaign created by directors, Bertone Balduno and Vinicius Miike, was inspired by minister Silvio Almeida’s inauguration speech, in January 2023, where he stated that You exist and are valuable to us, when he defended minority groups.

The communication challenge proposed was to make it clear that people who are on the margins of the feeling of humanity are valuable and that we need to recognize their rights. We can’t pretend we don’t see them, says Balduno, executive creative director.

The visual language used shows what happens when people have their rights violated, becoming invisible in the eyes of society as a whole. In the film, a homeless person, a slave worker, an elderly person, an indigenous person, a trans couple, a disabled person and a black student are seen claiming their existence.

“This very important work, in celebration of the 75th anniversary of the World Declaration of Human Rights, comes to crown a very intense year of growth for the Mene Portella agency. We won new accounts, expanded to new states – such as the governments of So Paulo, Gois and Cear -, and took on new challenges, such as this creation that is so impactful and important for society, comments Tlio Mne, co-founder of M&P Group.

See the full video here.

Technical Sheet
Agency: Mene Portella
Advertiser: Ministry of Human Rights and Citizenship and Ministry of Development and Social Assistance, Family and Fight Hunger – Federal Government
Title: I exist
Product: Universal Declaration of Human Rights 75 years
CEOs: Tlio Mne, Nilio Portella, Anselmo Pinheiro
Executive Director: Renata Snchez
Executive Creative Director: Bertone Balduino
Creative Director: Vinicius Miike
Creation: Vinicius Miike, Bertone Balduno and Bruno Maciel
RTV: Ari Gomes
Planning: Tatiana Lobo
Service: Fabiano Costa
Digital Service: Lucas Niccio and Milena Nunes
Media: Gabriella Silva and Alisson Gomes
Video producer: Ilha Crossmdia
Executive Director Crossmdia Island: Palu Rossi
Stage Director: Bruno Surian
Director of Photography: Thiago Coghi
Crossmedia Island Customer Service: Wilka Nepomuceno
Crossmedia Island Management: Carol Ravenna
Executive Producer: Luciana Calil
Operations Director: Adriano Oliveira
Assistant Director: Brendow Camilotti
Art Director: Titi Oliveira (Kalunvungo)
Production coordinator: Rosangela Lima
Production director: Alex Vieira
1 AC – Lirton Junior
2 AC – Felipe Ramos
Head of Electrical: Rafael Salles
Costume design: Nicole Nativa
Costume Assistant: Duda Quartim
Producer Cast: Cris Saito
Make/Hair: Fernanda Felice, Rafa Lopes, Izabelle Mamede, Sueli Queirolo and Joo Marcolino
Foot coordinator: Maria Cristina Santos
Finishing and Color Edition: Reizinho Bacelar
Sound producer: Of course!
Logical Service!: Letcia Almeida.
Artistic Direction: Milton Min.
Musical Production: Andr Ribeiro.
Sound design: Renan Toledo.
Approval: Ruy Conde, Isabel Carvalho, Gardnia Lima, Allisson Bacelar and Simone Holanda