No. What you see winning awards in Brazil was mostly created just to win awards. It’s not work for real clients.
But it’s attracting the attention of US ad agencies who honest to God think that if they hire these award winners, they can get more bang for their buck.
They really believe that Brazilian equals Latin@ and they can offer their clients insight into the American Hispanic market and multicultural services. You wouldn’t believe the number of agencies in New York for instance that are trotting these Brazilian creatives and ADs in front of clients and claiming the all-white agency can now magically do Total Market work.
The problem, in addition to actual Hispanic ad agencies then losing their accounts, is that Brazilians know how to create fake spec work to win awards, but not work with real clients to get actual campaigns out the door.
They’re also bringing a serious aversion to casting anyone dark skinned with them, unless they’re poking fun at them, so all you get is a group of foreign tricksters who love elevating light skin in their ads. Racial backfiring issues all around.
Do you want an honest answer?
ReplyDeleteNo. What you see winning awards in Brazil was mostly created just to win awards. It’s not work for real clients.
But it’s attracting the attention of US ad agencies who honest to God think that if they hire these award winners, they can get more bang for their buck.
They really believe that Brazilian equals Latin@ and they can offer their clients insight into the American Hispanic market and multicultural services. You wouldn’t believe the number of agencies in New York for instance that are trotting these Brazilian creatives and ADs in front of clients and claiming the all-white agency can now magically do Total Market work.
The problem, in addition to actual Hispanic ad agencies then losing their accounts, is that Brazilians know how to create fake spec work to win awards, but not work with real clients to get actual campaigns out the door.
They’re also bringing a serious aversion to casting anyone dark skinned with them, unless they’re poking fun at them, so all you get is a group of foreign tricksters who love elevating light skin in their ads. Racial backfiring issues all around.
Sorry. Not a scam this time: https://drive.google.com/file/d/0B5t6tnELGVFNRFY3dTBvX0dJdUU/view?usp=sharing
ReplyDeleteUnfortunately when US agencies open the door to South American creatives and roll out the red carpet, they're also inviting in some ugly prejudices.
ReplyDeleteThis is what passes for creativity and content in South American agency culture in 2015:
http://www.cosmopolitan.com/politics/news/a46003/kfc-peru-pulls-racist-cartoon-facebook/