The uniform that never existed
CENTAURO SPORTS
Issue 60 | September 2021
Agency
TRACYLOCKE BRASIL
Creative Team
Chief Creative Officer: Daniel Ottoni Creative Director: José Spagnuolo Creative Team: José Spagnuolo, Daniel Ottoni, Renato Maroni and Caio Gatti
Production Team
Final Art: Leandro Monea, Debora Viana and Sabrina Pagotto Graphic Production: Flávio Rocco and Lindsay Oliveira Production Management: Laura Pardo Production: Maressa Aucelli Media Director: Lúcia Cucci Design Director: Nickolas Andreas Panos Vieira Head of RTV & Digital Production: Pedro Canuto RTV: Valdir dos Santos and Mariana Sierra Content: Danubia Fujita, Roger Bezerra and Graubi Garcia Artbuyer: Bárbara Oliveira Produção Digital: Danubia Fujita Stylist of The uniform that never existed: Carol Barreto Film Production: Ladybird Director: Giorgia Prates Director of Photograpy: Vagner Jabour Assistent Director: Amanda Barros Production Director: Luh Moreira Account Manager: Simone Chasseraux Production Coordinator: Luís Millet Editor: Tiago Feliciano Motion Designer: Junior Vieira Colorist: Acauan Pastore Post Production Coordinator: Akira Noguchi Uniform Creative Designer: ModAtivismo - Carol Barreto Costume Designer: Adriele Regine Graphic Designer: Nanci Machado Executive Production: David Santos Costume Assistant and Production Assistant: Anderson Paz Voice: Sandra Sá Audio Production: Jamute Audio Executive Production: James Pinto Audio Production: James Pinto e Thiago Lester Sound Engineer: Fernanda Galetti, Otavio Bertolo and Rafael Laurenti Account Manager: Kiki Eisenbraun and Sabrina Geraissate Coordination: Juliana Zuppo and Leo Vieira Licensing Agency: CulturaXchange
Other Credits
CEO: Thomas Tagliaferro COO: Michel Issa Experience VP: Breno Ferreira Head of Planning: Michele Gruc Planning: Gustavo Aoyagi Account Director: Marília Queiroz Account Managers: Bruna Gomes and Alex Sales
Date
June 2021
Background
The year is 1964, a challenging political period in Brazil, but the beginning of one of the greatest sporting legacies in the country, followed by Aída dos Santos. A poor black woman, she was the first Brazilian athlete to participate in the Tokyo Games, in the midst of an all-male delegation. Raised in a community in Niterói, Rio de Janeiro, Aída went alone to the other side of the planet without money or coach, nor did she have a uniform to compete. No structure or support. But, contrary to all estimates, he made history and came back with fourth place in the high jump, the best individual result for a Brazilian athlete for over 30 years. Shedding light on this journey so important and, at the same time, extremely difficult and still little recognized, the Centauro honors Aida with “The uniform that never existed”.
Idea
The largest multichannel sporting goods network in Latin America, which carries in its values the democratization of access and encouragement to the development of sport in the country, invited the ModAtivismo stylist, Carol Barreto, to create and produce unique pieces of the uniform that should have accompanied Aída in her competitions, inspired by the trajectory of the former athlete. In addition to thanking her, the design, manufacture and delivery of the uniform she never received is intended to enhance her achievements, tell her story and emphasize that it is necessary to do differently. It is also important to remember that many young women can follow a better and less arduous path, with more inclusion and encouragement to sport.
Results
- 1,4 BI (people reached by organic media) - US$ 400K (earned media) - 31 MI (impressions) - 14 MI (views)