To show they could change and still be indigenous, we have used one of their main symbol of cultural preservation: THEIR MUSIC.

We captured the sounds of their original instruments and chants at their native villages in the deepest northwestern part of the Brazilian Amazon region. It was a 10-day internship and workshop for learning about the Baniwa music culture.

After that, we brought the recorded audios to a studio and started to play with them. We mixed modern electronic beats and samples, always consulting with the indigenous people and guided by their leadership.

At the end of the process, the campaign’s soundtrack was born: a modern, original, but still indigenous creation.

The music itself worked not only as the film baseline, but also to emphasize that indigenous could change.

The film leaves a message: If you are not like your great-grandparents, why can’t indigenous also change and still be indigenous?

Day one

The most relevant influencers, model Gisele Bundchen, singer Gilberto Gil, TV presenter Bela Gil, cuisine chef Alex Atala, and architect Marcelo Rosenbaun, were activated and they posted the film on their own social networks.

First week

TV presenters Sabrina Sato and Marcelo Tas, actor Marcos Palmeira and president candidate Marina Silva joined organically sharing video and hashtag.

Facebook Pages activated

Quebrando o Tabu, Greenpeace Brazil (3 shares in week one), Catraca Livre and Vogue.

Press Push

The main Brazilian newspaper (Folha de São Paulo) published articles signed by Marcelo Leite and Mônica Bergamo. Juca Kfuri, popular journalist of UOL published in his blog.

After week 2

CINEMA Exhibitions in 7 capitals (São Paulo, Rio, Manaus, Brasilia, Porto Alegre, Curitiba, Salvador)

Regional TV networks: TVE of Bahia, Public TV of Goiás and REDE SESC.

Pro-bono BROADCAST TV in high quality hours: SBT and GLOBO

Pro-bono GloboSat channels.

- We were able to reach 18% of the entire target elected.

- We had about 15,000 shares of the video and 12,000 likes, showing public engagement with the cause.

- More than 4 million people reached only in the main post of ISA Facebook page.

- We had also 34,255,847 people reached and R$ 2,764,588,00 in earned media.

- More than 22MM people reached only by influencers.

- The film was displayed and discussed on a pay TV journalism program and even super famous people such as model Gisele Bundchen, cuisine chef Alex Atala and presidential candidate Marina Silva were impacted and helped to spread this important message against prejudice.

- ISA had only 250 volunteer contributors before the campaign, but with this film we could generate 400 leads.

The Hashtag was appropriated for the indigenous movement Indigenous National Mobilization, the main political articulator that represents their demands to Congress. On the official Indigenous