2018 CANNES LIONS . 1 BRONZE . DESIGN | 2019 D&AD . SHORTLIST . DIRECT MAIL
In 2018, the Brazilian newspaper O Estado de São Paulo, in collaboration with FCB Brasil, launched the “100 Things to Do in Brazil Before You Die” campaign. This initiative aimed to highlight the pervasive violence in Brazil by presenting real stories of individuals who were violently murdered during routine activities, such as going to the bakery or commuting to work. The campaign compiled 100 such narratives from the newspaper’s archives, emphasizing the country’s alarming homicide rate, which ranks among the highest globally. By showcasing these tragic accounts, the campaign sought to provoke reflection and dialogue about the devaluation of life and the urgent need to address violence in Brazilian society.
