Lázaro Ramos and Gloria Groove give voice to reinterpretations of classic children’s stories as part of an Oreo campaign, focused on representation and inclusion. “Cachinhos Dourados”, with the voice of the actor and director, and “Os Três Porquinhos”, performed by the singer, are part of the second edition of the Faz de Contos action.
The first video premiered this Friday (19th), the eve of Black Consciousness Day, exclusively on Globoplay, also released to non-subscribers. In it, Lázaro tells the story of Duda, a black girl who suffers from straightening her curly hair, but later realizes the beauty of her natural locks. According to the Mondelez biscuit brand, the objective is to raise issues such as equality, diversity and respect in a playful way.
“I have been present for many years in the production of content with better representation, as I believe in a better world for me and my children”, says the actor, who is married to Taís Araújo, with whom he has two children. “Oreo Faz de Contos is one of these significant projects precisely because it conveys such important messages of unity, inclusion and especially love to children in a light and fun way.”
On the same platform, “Os Três Porquinhos” and “Little Red Riding Hood” are available on December 10 and 17, respectively. Around Christmas, the three stories will also be available on all Oreo brand digital platforms, such as Instagram, Facebook and the YouTube channel.
The production was by Media.Monks and Eleven Dragons and had screenwriters and illustrators with a place to speak within the causes addressed in each story. In “Cachinhos Dourados”, the illustrator from Alagoas Jean Lins, responsible for several comics with racial themes for children, joined the screenwriter Amanda “Mandy” Barros, illustrator, drawing teacher and comic artist from Pará.
In the reinterpretation of “Os Três Porquinhos”, with a central theme of toxic masculinity, designer and illustrator Rafaela Harger partners with screenwriter Luiza Lemos, a trans professional who represents the LGBTQIA+ community in her works.
“Telling stories is something that is part of my roots as a singer, voice actor, composer… I felt extremely at home”, says Gloria Groove, whose baptismal name is Daniel. “The depth that Luiza Lemos brought to the history of Três Porquinhos was punctual and welcoming. May we be able to re-signify more and more stories and molds of the past through art”, says the drag queen.
Illustrator Ju Loyola, one of the first deaf comic artists in the country and internationally celebrated for producing silent comics (without speech bubbles), joined Eduardo Andrigo, visually impaired author and screenwriter, to create the short story for “Little Red Riding Hood”, that the person who will narrate it has not yet been defined.
The action was launched in Black Awareness Month, but the brand frequently emphasizes its concern with the topic. “In the case of Oreo, it’s enough to note that we didn’t just talk about it in November,” says Álvaro Garcia, marketing director at Mondelez Brasil. “The first phase of the action, last year, for example, took place in August and there was already a story on the subject, by Rapunzel, a black girl, with beautiful curly and long hair.”
According to the executive, the brand has a commitment to being represented internally as well. At the In Brazil, he says, approximately a third of employees are black and brown, with 24% in administrative positions. “The goal is to reach 37% in leadership positions by 2024. It is a bold and necessary goal, as we want to make a difference and be a mirror of society.”
To increase the reach of the project, in addition to making it available on Globoplay for free, the Leo Burnett Tailor Made agency called up a team of influencers to help spread the word, including Thales Bretas, Babu Santana, Naiumi Goldini, Patricia Dejesus, Drika Marinho, Spartakus , Jessica Córes and Nathalia Santos.
“Our objective is to bring a more inclusive and humanized reading to the greatest number of people, as they are historical tales that, adapted, can be part of the lives of thousands of people and make a difference, creating more representation and identification”, says Álvaro Garcia.
In 2020, the first phase of the campaign also had Lázaro Ramos, who rewrote other classics with this more inclusive vision. To bring truth to the project, the manufacturer Mondelez brought together people who know the reality portrayed in the works in audiobook.
Lazarus himself gave voice to Rapunzel’s tale. Chef Henrique Fogaça, who has a disabled daughter, narrated the story of “João eo Pé de Feijão”, while stylist Alexandre Herchcovitch took care of “O Patinho Feio”.
“The impact was huge. The stories are emotional, of a high level, and managed to convey the message that the brand wanted, impacting millions of people”, says the marketing director of Mondelez. “And an additional surprise was that we received thousands of requests from teachers to use the books in their classrooms. We print them and donate them to schools.”
Make Tales 2020
Rapunzel
John and the Beanstalk
The ugly duck
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