Brazilia’s 2breakthesilence (Retratos da Violência) has won the very first Yellow Pencil for Sound Design & Use of Music in Original Composition at D&AD.
The project was created by the Brazilian agency, We, produced by Canja Audio Culture and Santeria, and post-produced by Clan Vfx and took two years to complete. To encourage fighting violence against women, RedeTV’s listing was interrupted every two minutes to represent a woman being attacked, depicting the statistics gathered by the Fórum Brasileiro de Segurança Pública, representing the fact that a woman experiences physical or sexual violence every two minutes in Brazil. Real women were shown during these interruptions, portraying the 720 reports received daily. All the scenes were based in true stories told by real victims at the Associação Fala Mulher.
CANJA Audio Culture’s Noélle Bonacin composed the unique track. Bonacin played her cello and composed the melody according to her own sensations while watching the muted film for the first time.
Lucas Sfair, music creative director and co-founder of Canja, commented, “The music has atonal moments and dissonant sounds to make the listener feel discomfort, deep sorrow and even despair. Besides the rhythmic breaks, the music is also furious at some points and slow at others. This arrythmia, if compared to a heart rate, would be something like stress symptoms or a heart attack.”
“2022 is CANJA’s 10-year anniversary and getting the first Yellow Pencil in the history of the most coveted advertising festival, D&AD, is the proof that creativity and passion for details has always been a part of our DNA. Audio can manipulate the listener’s emotions in such complex ways that it is worth it going different paths and aiming different directions. Results can be impressive. This project was the result of a lot of experimentation and collaboration of everyone who was involved. That is why we are absolutely honored with this award,” he added.
2breakthesilence has also received the Grand Prix for Original Music at the London International Awards (LIA) in 2021, and Silver in the same category at the Clio Awards (2022).
Credits:
Production Company (Music&Sound) CANJA Audio Culture, Curitiba
Advertiser Brand: Associação Fala Mulher – RedeTV!, Sao Paulo
Advertising Agency: Agência We, Sao Paulo
Production Company (Film): Santeria, Sao Paulo
Post Production Company: Clan VFX, Sao Paulo
Production Company (additional): Carlos Mafia Films and Animation, Sao Paulo
Agência We:
Executive Creative Directors: Armando Araujo (Copywriter) & Christian Fontana
Associate Creative Directors: Glauber Dorotheu (Art Director) & Thiago Gueler (Copywriter)
Art Director: Rane Cesar
President: Fabio Rosinholi
Vice President: Alexandre Ugadin
Production Manager: Alessandra Salles
Producers: Luana Rodrigues, Angela Felicio & Gabriel Goulart
Director: Julio Campos
CANJA Audio Culture:
Creative Directors: Lucas Sfair, Eduardo Karas & Filipe Resende
Sound Designers: Levi Mynssen, Diego Zorrilla & Leonardo Lima
Composer: Noélle Bonacin
Santeria:
Directors: Rafa Damy & Marcos Lopes
Clan VFX:
Director: Luiz Adriano
Carlos Mafia Films and Animation:
Director: Carlos Mafia
