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How Publicis Salles Chemistri Filled Brazil's Sky with Stories

Publicis Worldwide, 2 years, 5 months ago

NGO Pro-Livro uses kites to stimulate reading in impoverished communities

How Publicis Salles Chemistri Filled Brazil's Sky with Stories

April 23rd was the International Book Day. To put children from poor communities in touch with literature and encourage them to read more, the Brazilian NGO Pro-Livro decided to use those kids' favorite hobby - flying kites. In an ordinary morning, the Stories in the Sky project flew 500 kites through the skies of Santa Marta Community in Rio de Janeiro. 

The kites were printed with children's tales from famous Brazilian writers, such as Ziraldo, Pedro Bandeira, Ana Maria Machado and many others. With the traditional kite fight (where one kite tries to cut the strings of others), every time a string is cut and the tales fall from the sky straight to the hands of the kids. After reading the kites, kids come back to play flying the stories back to the sky in order to reach more children afterwards. Apart from the book authors, eleven kite illustrations were made by famous brazilian studios.

Creative Agency

Art Director: Marcelo Ferreira, Germano Weber

Copywriter: Cadu Vigilia

Creative Agency: Publicis Salles Chemistri

Creative Director: Antonio Correa, Luis Figueiredo, Hugo Rodrigues

Illustrator: Various studios

Music and Sound

Audio Post Production: Nova Onda

Production Company

Production Company: Cinemarama

Category: Corporate and social , Education

Genre: Stunts