Visual Identity Campaign for Penalty's new line of products.
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The visual was inspired by the street culture and brings to discussion
a lot of differents kinds of discriminations issues
of our modern society.



Penalty Manifest.
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The campaign concept instimulate people to talk about the oppression or discrimination they've went trough.
The best way to fix a problem is talking about it.
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The brazilian popular street culture is a strong way of expression used by those oppressed by society, the perfect way to represent this new product line, which is inspired and named by the human skeleton, 
to represent the equality.
We're all the same under the skin.
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agency: CDR+
client: Penalty BR
location: São Paulo - Brasil
art direction: Breno Cardoso
copywriter: Caio Aidar e Marcel Pazini
film direction: Ricardo Camargo and Eduardo Santos
film production: F5 Creative Films
pdv materials: Leo Marks
year: 2018

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