JWT Brazil Tackles Indigenous Prejudice for the Social and Environmental Institute

By Erik Oster 

JWT Brazil launched a campaign for the Social and Environmental Institute (ISA) tackling the issue of prejudice against indigenous peoples in Brazil.

JWT’s first campaign for the ISA is reportedly the largest in the ISA’s history. At the center of the effort is a PSA spot focusing on the Baniwa people of the region of the Northwest Brazilian Amazon. A Baniwa man provides narration echoing prejudicial views of indigenous culture while footage dispels these notions.

“Or at least that’s how it was in 1500,” the mans says at the conclusion of the PSA,” asking, “And if everything has changed and you’re still considered a ‘white man’…Why can’t we change and continue being indigenous?”

“Part of the population created -even with the help of school books- the image of the ‘pure’ native, the native more indigenous than others, as if those who strayed from this stereotype do not deserve to have their rights guaranteed,” JWT creative director Mariana Borga explained in a statement. “We want to shatter this prejudice.”


“[The Baniwa] identified with the proposal, because they frequently have their identity questioned,” added ISA communications coordinator Bruno Weis. “They feel like, recognize, and present themselves as natives, but a part of the population insists that they are not.”

“We are not at all like our great-great-grandparents, and that doesn’t mean that our identity is questioned, so why do this to the indigenous peoples?” asked JWT CCO Rodrigo Grau.

Advertising Agency: J. Walter Thompson, Brazil
Chief Creative Officers: Ricardo John, Rodrigo Grau
Executive Creative Director: Humberto Fernandez
Head of Art: Humberto Fernandez
Creative Director: Mariana Borga
Art Director: Caio Gandolfi
Copywriters: Diego Ferrite, Mariana Borga
Account Management: Renata Buess, Henrique Sarcinella, Caio Sabag
Media: João Dabbur, Camila Bertoli, Pedro Graça
Planning: Fernand Alphen, Bertrand Coca e Marcus Pesavento
RTV Director / RTV Producer: Marcia Lacaze
Producer: Prodigo Films
Directors: Andre Godoi, Daniel Klajmic
Executive Director: Francesco Civita
Executive Producers: Gregory Bontá, Nathalie Gautier
Executive Producers / ISA: Beto Ricardo, André Villas-Bôas, Bruno Weis, Jurandir Craveiro
Executive Producer / Oibi: André Baniwa
Director of Cinematography: Daniel Klajmic
POS Coordinator / Post – Production: Tutu Mesquita
Editor: Kauê Kabrera
Finishing: Dot
Account Management / Production Company: Tatiana Cinelli, Chico Pedreira, Claudia Rocha
Sound Production: Satelite Audio