Z+Havas Generates Empathy Via Uncomfortable Objects For Brazilian Disabled Child Care Group

By

Robert Goldrich
Wednesday, Jul. 17, 2019

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Imagine a glass of wine impossible to drink from, a chair impossible to sit in. These are some uncomfortable situations that a Brazilian disabled child Care Association (AACD) and the agency Z+Havas created to bring people closer to the challenges of people with physical disabilities. 

Agency Z+Havas launched this “Empathy Objects” campaign to do just that, generate empathy for the daily challenges faced by people with physical disabilities.

This campaign intends to emphasize the importance of AACD’s work and motivate more people to donate to the institution, which has five orthopedic workshops in Brazil that manufacture more than 55,000 orthopedic products annually.

“Campaigns such as ´Empathy Objects´ are quite positive for AACD, as they make society more sensible to the matter and help us raise the funds we need to maintain the excellency of more than 800,000 consultations every year in our nine facilities in Brazil,” said Edson Brito, marketing and institutional relations superintendent at AACD.
 
This film showcases the experiential experiment carried out in a few restaurants in São Paulo that involved uncomfortable objects. Chairs, wine glasses and silverware with unusual designs produced astonishment at first and made meals cumbersome. Right after, participants were surprised with a message: “Your world is not like that. Theirs doesn’t have to be either. Help AACD to keep helping. Donate.”

Lucas and Jose (Cinza) directed this film via production company Trio Full Service.

The objects produced by Z+ were inspired by The Uncomfortable project, by Katerina Kamprani, a Greek architect who created deliberately inconvenient everyday items to produce discomfort in those who interact with them. “Empathy is powerful and capable of transforming relationships. We built this narrative upon this sentiment and want to touch people’s hearts to help the work of AACD,” says Alexandre Vilela (a.k.a. Xã), the CCO of Z+.
 
The campaign runs on YouTube, Vimeo, Instagram and Facebook, directing to the AACD portal, where donations to the cause can be made.

Credits

Client Brazilian disabled child Care Association (AACD) Agency Z+Havas Alexandre Vilela (Xã), chief creative officer, creative director; Celio Salles, Tarso Soares, Rico Lins, creative directors; Vanessa Rodrigues, content manager; Alexandre Lage (Boca), Rodrigo Seixas, art directors; Gustavo Zotini, writer; Rafael Coelho, project head; Danilo Ferreira, Alexandre Negrão, project managers; Diego Melo, production director; Caroline Reis, sr. producer; Jessica Ramos, producer; Francisco Filho, Rafael Rangel, editor/motion designers; Carlos Vieira, graphics; Theodoro Zanotto, 3D illustration. Postproduction/3D Illustration Fujocka Creative Images. Production Trio Full Service Lucas and Jose (Cinza), directors; Marina Bortoluzo, Lola Santos, exec producers; Luciano Mathias, CCO. Audio Trio Full Service Fernando Canedo, Rafael Gomes, audio producers. Object Designers/Makers Katerina Kamprani, object designer. Renato Hollanda Cavalcanti, Tatiana Machnicki, Michelle Rodrigues (Ateliê Miniart), knife production; Geison Genga (Ateliê Miniart), knife finishing; Roger Mutua (Ateliê Miniart), mug production; Ricardo Muniz (Ateliê Miniart), mug painting; Marcelinho Fernandes (Ateliê Miniart), chair production; Elvira Schuartz (Ateliê Espaço Zero), glass production. Color PsychoN’ Look Marcio Pasqualino, color grading.

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