Amazon Desert Rally
A rally invented to be raced across the Amazon, on ground that is supposed to be river. Vivo put its name to it the only way a brand never does, by refusing to sponsor it.
Effie Awards Latam 2024Gold
El Ojo de Iberoamérica 2024Bronze · SportBronze · Outdoor
Clube de Criação 2024Shortlist
Play case film — sound on2:15Client
Vivo / Telefônica Brasil
Agency
Africa Creative DDB
Role
Motion Design
Year
2024
The brief
Twenty trillion litres have gone out of the rivers of the Amazon basin, and the beds are dry enough to drive on. A river disappearing is not a thing the news can photograph twice.
The idea
Invent the race and announce it properly. Course markers, liveries, an indigenous rally team, test runs on the riverbed, all of it straight enough that the country believed it, the Minister for Indigenous Peoples included. Then Vivo declares itself the first Official Non-Sponsor and asks every other company to do the same.
The result
Six companies signed on to not sponsor it, searches for certified timber went up, and the reveal put the drought on the front pages. Gold at the Effie Awards Latam, which is the one that measures whether it worked.
Credits
Motion Design — Edu Menezes
In partnership with — IPAM Amazônia
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