Reposter for Skol
︎ Silver Star Brazil’s Creative Club 2017 Award
︎ The Most Contagious Campaign of 2017
︎ Most creative advertising that improves the World
︎ Brazil’s Creative Club 2017 Yearbook
︎ Meio & Mensagem / Top 10 Campaigns of 2017
Plenty of brands are keen to shout about female empowerment, but not many have confronted their own past marketing head-on. That's exactly what we decided to do, with a project in which we challenged female artists to reinterpret some old posters of Skol where the brand have been a lot sexist.
Our team brought together a group of female artists and asked them to draw a new version of those posters in which women pose in skimp bikinis and serve beer to men.
In the new posters the women are empowered, drinking beer themselves and looking strong and confident. To show the new posters we created a website and asked people to contribute and send their own art.
We received more than 100 posters. We also asked anyone who found an old, sexist, poster to share the info and we would go to the place and change it for a new Reposter one.
by Mariana Valadão
by Giovanna Defacio
by Camila do Rosário
by Wander Tosta
by Tereza Costa
by Manuela Eichner
by Uly Pulga
by Lara Roncatti
by Vitoria Cribb
by Elisa Arruda
by Wander Tosta
by Gika Trivellato
by Eva Uviedo
by Nega Hamburguer
by Wanita Lux
Our shotting crew was composed by mostly women. I am the fourth one on the bottom left ;) All of the other big decisions of the project we decided to leave on the hands of the women of the project.
My point of view: This project makes me very proud as a woman and an art director. Every bit of it had tought, hearth and truth. Nothing was done for prizes or to impress the media. The entire team did it focused on a greater porpous. At the time we were also very affraid because it was something very new and challenging that was saying that our own agencies past ads were not that great anymore and we had to apologize to had made them.
Featured on ︎ Contagious, AdAge, AdWeek, Clube de Criaçao, Daily Mail, Cosmopolitan, Catraca Livre, Estadão, Huffington Post, Little Black Book, Razões Para Acreditar, Globo, El País, AdForum, Blue Bus, Meio e Mensagem, Isto É, Mais Diversidade, AdNews, Exame, Brainstorm9, Merca20, The Stable, Revista Bravo & Veja
Creative Direction: Theo Rocha & Gustavo Mayrink
Art Direction: Lara Roncatti, Wander Tosta & Bruno Castellotti
Copywriter: João Vicente Freire
Film Direction: Luiza Campos
Agency: F/Nazca Saatchi & Saatchi
Production: Vetor Filmes
Client: Skol Beer - AB Inbev