As the Amazon Rainforest faces unprecedented threats from deforestation leading to desertification, sustainable tech company Vivo in Brazil joined forces with indigenous communities and environmental organizations to launch the groundbreaking “Amazon Desert Rally.”
To draw attention to the harsh truth of the Amazon’s plight, Vivo crafted a fake desert race that juxtaposes a wild fiction with an even wilder reality of vast environmental destruction. The effort, conceived with Vivo’s creative agency, Africa Creative, aims to shed light on the alarming rate of river drying in the Amazon basin and garner public support for urgent conservation efforts.
The Amazon basin’s rivers have lost a staggering 120 trillion liters of water in 2023 alone, with illegal logging emerging as a leading cause of environmental degradation.
A recent study published in Nature revealed that 40% of logging in the Amazon is illegal, resulting in the devastation of vast forested areas equivalent to the size of Denmark each year. Furthermore, indigenous territories designated for sustainable logging have been overrun, exacerbating the ecological crisis.
Vivo’s tagline, “Don’t sponsor this race,” urges consumers to consider the origins of the wood products they purchase and advocate for sustainable practices.
In response to this environmental emergency, the IPAM (Amazon Environmental Research Institute) worked with the Paiter Suruí indigenous village and Stock Car, to develop the “Amazon Desert Rally” campaign for Vivo.
The Vivo campaign’s centerpiece is a fictitious rally intended to draw attention to the imminent threat of irreversible damage to the Amazon Rainforest.
Filmed on the Rio Branco in Roraima, the campaign’s launch film–directed by Andre Vidigal via production company Genco–portrays a dystopian future where indigenous people from the Paiter Surui village train for a race on dry riverbeds. Their message is clear: the rally symbolizes the potential disappearance of the Amazon as they know it, their ancestral homeland.
“Without water and without forests, humanity will lack the vitality to rally,” said Almir Surui, president of the Paiter Surui territory and UN-appointed Forest Hero.
As the Amazon Rainforest faces the prospect of irreversible degradation, the campaign aims to mobilize public support for conservation efforts. Indigenous leader Celso Surui made a symbolic appearance at the São Paulo stage of Stock Car, underscoring the urgency of preserving the Amazon’s biodiversity.
While the rally may be hypothetical, the reality of dried-up rivers in the Amazon is not.
CreditsClient Vivo Agency Africa Creative Sergio Gordilho, chief creative officer; Nicholas Bergantin, Heloisa Pupim, co-chief creative officer; Bruno Oppido, Juliana Leite, executive creative director; Pedro Galdi, Pedro Rosas, creative directors; Gustavo Stevanato, creative lead; Guilherme Portugal, associate creative director, art director; Pedro Galdi, Renan Molin, Bruno Bacci, art directors; Pedro Rosas, Ze Luis Schmitz, Nicholas Bergantin, copywriters; Bruno Oppido, designer; Theo Etlin, Giovanna Lima, Lais Cattena, Jose Henrique, Raquel Martins, Victoria Cantoni, creative producers; Raphael Vandystadt, director of sustainability and institutional relations; Estevao Mabilia Meneguzzo, creative research director; Eduardo Berardinelli, creative research manager; Bea Ribeiro, Mana Black, creative researchers; Fernando Alonso, head of talent; Bruna Cicolino, director of talent; Thais Freitas, Leandro Motta, Carolina Barakat, Gabriella Marlene Silva, producers; Patricia Colombo, VP content and social; Gustavo Stevanato, Victoria Freitas, content leads; Rodrigo Ferrari, Tais Olhiara, Paulo Geraissate, Gregory Conte, Patricia Rodrigues, agency production; Tommaso Protti, Amazon consultant. Film Production Genco Andre Vidigal, director; Ana Tereza Fonseca, exec producer; Jeff Fleck, production director; Thiago Beck, DP; Rogerio Defavari, DIT; Laurent Refalo, cinelifter drone operator; Ubiratan Surui, still photographer; Carol Goess, costume designer; Natasha Ostinowsky, art director; Jeff Fleck, location producer. Main Cast Ubiratan G. Surui, Celeste Surui, Manasses Surui, Celso Surui, Sergio Surui, Janete Surui, Almir Surui. Supporting Cast Elza Goppojog Surui, Raquel Mapidawey Surui, Kaliane Soemaad Surui, Oy Soemagadner (Zaion), Kennedy Surui, Douglas Surui, Aloma Surui, Kleberson Sakirabiar, Jama Wapichana, Khalisson Wapichana, Agamenon Gamasakaka Surui. Postproduction Patricia Rodrigues, post coordination; Yago Rodrigues, post supervision; Eduardo Onon, editor; Lucas Valente, editing assistant; Fabio Maczka, colorist. Sound Satellite Audio Roberto Coelho, Kito Siqueira, Hurso Ambrifi, musical direction; Fernanda Costa, Renata Schincariol, Daniel Chasin, and Karen Nakamura, audio service; Roberto Coelho, Hurso Ambrifi, Thiago Colli, Koitty, Alexandre Avicena, Pedro Pelotas, musical production; Carla Cornea, Vithor Moraes, Arthur Dossa, Andre Giannini, Esteban Romero, finishing; Camila Guedes, Leticia Oliveira, Bea Vieira, and Mariana Tardelli, production coordination. Still Photography Rodrigo Pirim, Thays Miranda
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More