| Başlık | I Am |
| Haftanın | VML Brazil |
| Kampanya | I Am |
| Reklamcı | Starbucks Corporation |
| Marka | Starbucks |
| İlk Yayınlanma Tarihi | 2020 / 7 |
| Sektör | Coffee, Tea, Chocolate Drinks, Breakfast Drinks |
| hikaye | VMLY&R São Paulo turned a local Starbucks into a registry office to legally change the names of trans individuals. The action transformed the entire internal structure of the store, making service windows, equipment, signage, teams and processes typical of a registry office. Participants were able to leave the store with official documents recognizing their new names. On the last day of Pride Month, a video titled “I Am,” which highlighted the activation, launched on Starbucks Brazil’s social media. |
| felsefe | At Starbucks, everyone can be whoever they want to be. The proof is that the name written on the cup is exactly the same one the person says. No questions asked. A brand truth that is well-known all over the world. We transformed Starbucks into a notary office in order to legally change the names on the documents of transgender individuals. |
| Sorun | In Brazil, transgender people have a very hard time getting their names changed on their documents. This is a big problem when it’s time to find a job, see a doctor, go to college, among several other social and psychological issues. |
| Sonuç | The project had a number of name exchanges 7x higher than São Paulo’s annual average The project garnered media coverage from all across the globe The I Am project has expanded and became a major program for the trans employees of Starbucks Brasil |
| Medya Türü | Case Study |
| Süre | |
| Yaratıcı Ajans Başkanı | Rafael Pitanguy |
| Prodüksiyon Şirketi | Piloto Filmes |
| Ses Tasarım Şirketi | Tesis |
| Yaratıcı Yönetmen | Rafael Gil |
| Yaratıcı Yönetmen | Isabelle de Vooght |
| Yaratıcı Yönetmen | Rodrigo Almeida |
| Reklam Yazarı | Breno Oliveira |
| Sanat Yönetmeni | Pedro Assis |
| Sanat Yönetmeni | Rick Abreu |
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