The Real Machado

By Grey - Sao Paulo

For Faculdade Zumbi dos Palmares

Winner in category Direct

In subcategory Corporate and Public Affairs

Project Description
Machado de Assis, our most notorious writer, was victim of racism during more than one century. His image was whitened so he could be accepted by the white elite during 19th century. Grey Brazil and Zumbi dos Palmares University took a huge step to change that particular problem and to start a wave against racism.
Agency Solution
We created a massive campaign to recreate his image as it should be. A meticulous study helped us to redefine Machado’s face, considering the skin, traces and ethnic standards. The movement was endorsed by historical research and evidences. It all started by changing books covers and internet images, by the end we managed to change his image on Brazilian Academy of Literature, the most iconic place for a writer to be honored.
Please rotate your device
to portrait orientation