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CLIENT tiktok • AGENCY adventures, 2021 • ROLE CREATIVE DIRECTOR
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free to be (for the whole year)

In 2021, TikTok celebrated Pride Month with a unifying campaign: free to be. Free to be you in any and all spaces, free to evolve into the person you are supposed to be, free to create content without judgement.

Our challenge was not only to translate the concept in Brazil, but to propose a campaign strategy that carries a message of empowerment that goes beyond the June celebrations. Plus, it was also important to dialogue with the moment the country was living, with a declared homophobic president. That's why we invited Pabllo Vittar to participate in a manifesto, launched after June, to celebrate the joy, freedom, respect and rights that the LGBTQIA+ community has been fighting everyday.

Pabllo vittar reinterpreted a classic Brazilian “anthem” - the song “É” by Gonzaguinha

Vittar's music is considered as "unofficial anthems for Brazil's lesbian, gay, bisexual, and transgender community" and she is widely viewed as a voice for them.
The track was chosen for representing a rallying cry and raising the flag of dignity, respect and freedom, showing that everyone deserves affection, attention and better live conditions.

É! (it is)
We want to claim our love
We want to worth our work
We want to worth our mood
We want the best of everything

É!
We want to be healthy
We want to live in freedom
We want to live happily

É!
We want to live with all the rights
We want to live with all respect
We want to live a nation
We want to be a citizen

Pride Together: Celebrating the LGBTQIA+ community

The video had the participation of users (UGCs) and creators who are defining what it means to embrace self-pride and live their lives freely and to the fullest.

results

❤️ Over 49 million views on TikTok ❤️
🧡 500.000 views in less than 24 hours 🧡
💛 Over 11 million views on the TikTok Brasil YouTube's channel 💛
💚 Over 20.000 comments on the platform 💚
💙 Over 10.000 shares on the app 💙
💜 Mostly important, it reinforced that everyone is empowered to be themselves on and off TikTok's platform 💜

• • • CREDITS • • •

AGENCY: adventures • CLIENT: tiktok • CeoS: Rapha Avellar AND Ricardo Dias • COO: Alê Braga • ECD: Inaiara Florêncio • CREATIVE DIRECTOR: GUTO CHICANELLI AND GABRIEL BONA • CREATIVES: Adriano Castella, Raphael Amoroso, Nathalia Alvarenga e Rodrigo Serafim • SOCIAL MEDIA: Larissa Andrade, Maya Franthesca AND Natália Paixão • PRODUCTION director: Raphaela Rodrigues • ACCOUNT MANAGER: Felipe Argon, Bianca Fachetti AND Cristiano de Jesus

CLIENT APPROVAL: Kim Farrell, Gabriel Simas and Pedro Maia


• • • FILM • • •

PRODUCTION COMPANY: ADVENTURES STUDIOS • DIRECTION: SEVEN ZEE • EXECUTIVE PRODUCTION: Olívia Chiesi AND Murilo Saroldi • Production Director: Anderson Café • PRODUCTION Coordinator: Luiza Richer • PRODUCTION Assistants: Jana Mesquita AND Marcelo BeckMann • Cinematographer: Rafael Malta • Costume Designer: João Ribeiro • Post Coordinator: Guga Nascimento • FILM EDITOR: Duda Casoni • VFX: Eduardo Souza AND Pavê • COLOR GRADING: CORA • Special thanks: Barnett Estúdios