We researched how language and the way we view and refer to one another can pre dispose us to hate. Then, we created a children's word book to generate an ironic story about a boy who's eaten by hate, as he progressively uses hate speech towards others.

The piece rotated on air at Max Prime Brasil during a 3 month campaign from Nov 22 until January 2017. It was also placed online on our SM platforms.

On the first day, the piece was placed in SM over 300 thousand people responded. The conversations this piece sparked are invaluable. teachers called our HBO office asking for the piece to be shown at schools. Holocausto became the #1 Documentary in Brasil.