‘The Uniform That Never Was’ was developed by Tracylocke for Centauro
Brazil has a representative on the Glass shortlist, released this Friday (10) by the Cannes Lions organization: ‘O Uniform that Never Existed’, a case of Centauro made by Tracylocke – today, DM9.
In all, 16 works were selected for the final list.
‘O Uniform that Never Existed’ is a tribute to Aida dos Santos, the only woman in the Brazilian delegation of the Tokyo Olympic Games, in 1964. Raised in a community in Niterói (RJ), she went alone to the other side of the world without money, coach and uniform.
Even so, in the face of so much adversity, she returned with fourth position in the high jump, the best individual result by a Brazilian athlete for over 30 years. And to shed light on this story, Centauro invited a stylist who created the pieces that should have accompanied Aída in her competitions, inspired by the trajectory of the former athlete.
This was the first Brazilian work on a shortlist for this year’s Cannes Lions. In Titanium and Innovation, categories whose finalists were announced this Thursday (9), the country did not have any selected pieces.
Last year, Brazil won the first Glass GP in history, with ‘I Am’, from VMLY&R to Starbucks. The winning action touched an essential point for trans people, who find it difficult to rectify their names. That’s why on National Trans Visibility Day, the agency turned Starbucks into a place for them to make that change without so much bureaucracy.
