Hasta La Creative!

Taking your kid to the beach means worrying he or she will wander off when you're not looking. Enter sunscreen brand Nivea and FCB São Paolo with a campaign that basically provides you with a LoJack for your child.

Titled "Sun Band," the combination print-and-mobile execution lets you pop a bracelet out of the magazine ad, wrap it around your child's arm, download an app, sync them and set a perimeter. If your kid wanders outside the safe zone, an alarm sounds, so you can go chasing after him or her. (Presumably, if you lose your phone, too, just whip out your tablet and Find My iPhone to recover your gadget, and then your child.)

The ad ran in April in select copies of Veja Rio magazine sent to a group of subscribers. The bracelet is supposedly "humidity resistant" and reusable, though one has to wonder how much water it can really withstand.

Anyways, it's a fun idea that effectively signals the brand's devotion to protecting your offspring. If you're still not satisfied with the mechanics, you can always do it the old-fashioned way and get a harness and a leash—or, you know, just stay close and pay attention to your child.

CREDITS
Client: Nivea
Agency: FCB Brasil, São Paulo
Executive Creative Directors: Joanna Monteiro, Max Geraldo
Digital Creative Director: Pedro Gravena
Creative: Victor Bustani, Raphael Leandro de Oliveira, Andre Bittar
Digital Production: Geek Group
Art Buyers: Tina Castro, Daniel Gonçalves
Photographer: Lucio Cunha
Image Treatment: Boreal
Graphic Production: Edgardo Pasotti, Diego Bischoff
Graphic Design, Development: Companygraf
Media: Alexandre Ugadin, Tiago Santos, Sergio Brotto, Rachid Antum, Caio Melo
Project: Lia D’Amico
Technology: Gerson Lupatini, Caio Mello
Creative Technologist: Márcio Bueno
Account: Mauro Silveira, Cristiane Pereira, Tania Muller, Mariana Mozzaquatro, Vitor Borragine
Planners: Rapha Barreto, Lia Bertoni
RTV: Viviane Guedes, Ricardo Magozo
Production Company: Edit 2
Director: Rodrigo Fleury
Account Production: Daniela Andreade
Finishing Production: Priscila Prado
Animation: Rodrigo Resende, Eduardo Brandão
Composition: Eduardo Brandão
Editor: Rodrigo Resende
Finishing Production: Edit 2
Audio: Satélite Audio
Sound Producer: Equipe Satélite
Audio Account: Fernanda Costa, Marina Castilho
Client Supervisors: Tatiana Ponce, Patricia Picolo, Beatriz Vale, Lilian Cruz, Ana Borges, Katia Margy, Julia Sabbag

There's a reason children's shows always seem to have more diversity than anything else on television. It's because kids look to TV as a window that helps make sense of the world, and when they don't see anyone resembling themselves reflected back, they can be left feeling isolated and weird.

That can be especially true for children who've lost their hair due to chemotherapy, which motivated a Brazilian cancer charity to create a fun project: Bald Cartoons.

The advocacy group Graacc partnered with several popular cartoons—including U.S. hits like Adventure Time and My Little Pony: Equestria Girls, along with classics like Peanuts and Garfield—to have characters shave their heads in solidarity with young cancer patients.

The resulting clips and posters show these children they're not alone. You can see the results yourself in the incredibly touching video below, subtitled in English. 

The program is looking for more cartoonists to contribute their work.

We've seen #nomakeupselfies and #cockinasock, all in the name of cancer awareness, but the latest in viral activist hashtags is #EuNaoMereçoSerEstrupada, which translates to #IDontDeserveToBeRaped.

In a survey done by Brazil's Institute of Applied Economic Research, an astonishing 65.1 percent partly agreed with the statement that if a women is provocatively dressed, she deserves to be sexually assaulted. The results were met with public outcry—spearheaded by Brazilian journalist Nana Queiroz (shown above), and since, women have been posting photos of themselves partially nude with signs stating "I don't deserved to be raped," and, "No women deserved to be raped."

The survey results revealed other shocking information: 58.5 percent of people surveyed in Brazil agreed with the statement "If women knew how to behave, there would be less rape." In case you think the survey is an indictment of Brazilian men, it's worth noting that two-thirds of the respondents were women.

(Translation: "No woman deserves to be raped. I am ashamed of being a man and having to say something so obvious.")

It's 2014, which means the World Cup is back—and back in Brazil for the first time since 1950. To get fans excited (as if they needed help), ESPN has released a nearly two-minute anthem for the FIFA World Cup, which the network will be broadcasting live.

It intercuts recognizable victories with abstract visions of Brazilian culture. Best of all, it makes sure to juxtapose the famous players with the street kids of today whose love of soccer is fueling the next generation of players in what is one of the world's most accessible sports. There are no words in the spot because no words are needed. Soccer is coming back to its spiritual home. Let's hope Brazil's special riot force of 10,000 troops will be able to contain all the excitement that ESPN drums up.

Proving John St.'s point that prankvertising has gone way too far, here's a stunt from Brazil in which an actor dressed up as Chucky, the diminutive Child's Play villain, ambushed people at bus stops by crashing through the glass of a Curse of Chucky ad—and proceeded to chase them with a knife. The stunt appears to be the work of a TV show, though it's clearly an ad for the movie, too. The best part is when the victims fight back, sending Chucky himself running for cover. It's all quite over the edge, though when you're promoting a horror movie, anything goes. Via Disco Chicken, who really hates this kind of stuff.

L’ex-skater pro et photographe brésilien Fabiano Rodrigues réalise une série d’auto-portraits à couper le souffle. Il se met en scène et joue avec les lignes architecturales d’endroits sublimes au coeur de la ville de Sao Paulo, dans laquelle il habite. Un travail époustouflant qui ne manque ni de précision, ni de poésie.

Focus sur le travail de l’artiste brésilien Heitor Seió Kimura qui illustre les Yokaïs, ces créatures fantastiques japonaises. Véritable challenge visuel et hommage à la culture folklorique japonaise, l’artiste les représente superbement et graphiquement. Un travail magnifique à découvrir dans la suite.

JWT joined with Warner Bros. and the A.C. Camargo Cancer Center in São Paulo, Brazil, to craft a super-powerful campaign designed to help children with cancer better understand their treatment and be less frightened by chemotherapy. The initiative revolves around superheroes. The game room at the hospital is tricked out like the interior of the Justice League, and colorful chemo-bag covers bear the insignia of Superman, Batman, Wonder Woman and Green Lantern, transforming the oft-scary drugs into a "Superformula." Specially drawn comic books tell medically realistic tales of the Dark Knight and his friends defeating cancer-like diseases to resume their war against evil. Although it uses D.C. Comics characters, this effort is a marvel, helping kids gain knowledge, courage and faith in themselves—the ultimate superpowers. Via Copyranter.

In keeping with current trends, Brazilian modeling agency Star Models is using illustrations to address body image issues. But its effort is more grim and cautionary than Dove's hotly debated Real Beauty Sketches. The Star Models ads, from agency Revolution Brasil, are meant to fight anorexia by comparing fashion illustrations to images of "real" models Photoshopped to have the same measurements as the drawings. The results are downright ghoulish. The models look more like David Johansen than anything recognizably human, leaving me to wonder if campaigns like these are meant more for the fashion industry than the general public. The problems of unnecessary digital retouching and overemphasis on skinny bodies are awfully relevant to the runway these days. More images below.

Ah, o Brasil! Um pequeno país da América do Sul famoso por suas belas mulheres, seu futebol outrora premiado, sua linda capital Montevidéu e em sua maioria falante de espanhol. É sempre interessante ver como outras pessoas veem nosso país, uma sensação mais ou menos parecida com ouvir nossa própria voz numa gravação: dá pra reconhecer, mas sempre imaginamos que seria melhor.

Dessa vez, um grupo de estudantes brasileiros (suponho eu) da Brock University, no Canadá, perguntou para algumas pessoas: “O que você conhece sobre o Brasil?”. E por mais que sim, haja algumas confusões caricatas sobre quem somos nós, o resultado me pareceu bastante satisfatório. A impressão que tive é que a nossa “equipe de branding” está no caminho certo. Afinal, falaram das Cataratas do Iguaçu, de Brasília, da nossa diversidade cultural e até do boto cor-de-rosa.

A gente também pode escolher ficar indignado ou algo parecido sobre o quão absurdo é acharem que o Rio de Janeiro ainda é capital do nosso país (sim, já foi). Nesse caso, vale a pena pensarmos o contrário: o pouco que conhecemos sobre o Canadá, o fato de tratarmos o Oriente Médio como se fosse um só país onde mulheres usam burcas e homens são terroristas, ou acreditarmos que todo africano passa fome.

Post originalmente publicado no Brainstorm #9
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