Chaves sem Chaves
SBT
Issue 53 | January 2020
Agency
WMcCann
Creative Team
Chief Creative Officer: Hugo Rodrigues, André Marques Executive VP and Rio de Janeiro General Director: Marcio Borges Creative Directors: Ricardo Weitsman, Nicolás Romanó, Viviane Pepe Head of Art: Felipe Gomes Creatives: Alexandre “Xela” Oliveira, Rafael Dyer, Pedro Chaves, Felipe Latgé, Ricardo Weitsman
Production Team
Editor: Yuri Porto Production VP: Tato Bono Production: Cayan Lobo, Rosinha Pinheiro, Fabiana Diniz Production House: Homem de Lata Filmes Director: Ale Braga Post-production: Bernardo Leite, equipe Mandrill Sound Production: Satélite Áudio Voice-over: RioSound Graphic Production: Maurício Martim, Nereu Marinho Projects: Yarha Costa
Other Credits
Chief Operating Officer: Kevin Zung Client Service: Anna Moraes, Vitoria Silvestre Media VP: André França Media: Horácio Rosário, Daniel Neves, Vitória Lobo, Lucas Gonçalves Public Relations: Kerena Neves, Bruna Ramos, Patrícia Lázaro Client approval: Priscila Stoliar, Daniela Martins, Becken Lima
Date
August 2019
Background
A special episode of El Chavo broadcasted last Saturday caused much talk. Through its social responsibility platform SBT do Bem, SBT deleted the main character of the show on the Childhood Day (August 24) to raise the awareness about child abandonment. The context couldn’t be better, since Chavo is a boy living in a barrel who doesn’t know his parents or relatives and, in some episodes, even starves.
Idea
The action developed by WMcCann aimed to raise awareness by removing from the show one of the most beloved characters in the country. After watching all episodes of the show, the agency used the technique of rotoscopy to remove the boy from the episode scenes, which were edited to create a new story. In the special episode featuring original voice actors, the village characters notice Chavo is missing and start looking for him. This way, SBT ensured visibility to a social problem that is often invisible to the public eye.
Results
“This is one of the oldest shows of SBT, it has just completed 35 years on the SBT grid and people love it. But unfortunately, it addresses a persistent social problem: child abandonment. And as SBT do Bem promotes actions for reflection and transformation of society, we wanted to use this opportunity to raise awareness about this problem through a character that shows the situation of many children in Brazil, although many times we don’t see Chavo as a homeless child, but he lives in a barrel, is always hungry (looking for ham sandwiches), and has no father or mother,” said Priscila Stoliar, SBT Marketing Manager, who also informed this theme will be further addressed by SBT journalism department.