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Shortlist Award
Black Lights
Bradesco Seguros & Goma & Museu Afro-UFBA
Brazil
2025
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Entrant Company
AlmapBBDO
Entry Type
Product/Service
Program
Clio Awards 2025
Medium Type
Professional
Medium
Innovation
Category
Print
Brazil, the country with the second-largest black population in the world and the largest outside the African continent, is also a country where black people are relegated to erasure: they make up 80% of violent deaths and 70% of school dropouts. That’s a problem that affects the past, jeopardizes the future, and has been carried out deliberately and systematically throughout our past. While black people have made major contributions to any number of fields, their stories are often left out of the official narrative. And that means that many people never learn the names of the black inventors, scientists, philosophers, and other geniuses who changed the course of humanity. By shedding light on their achievements and contributions, this project seeks to fill that lacuna in history. Black Lights is an experience that reveals itself in front of the public through the power of print. Forgotten stories emerge from darkness through the use of black light in a metaphor that speaks to ancestrality and resilience. We brought back 4 millennia of black history and denounced the historical erasure caused by racism in the pages of a book that had also seemingly been erased. A book entirely printed on special invisible ink that, when in contact with black light, reveals all its beauty and content. Besides the book, we also created special posters that ended up being part of an art exhibition. Since history is one of the greatest heritages of humanity, Bradesco Seguros, the leading insurance company in Brazil and Latin America, developed Black Lights. A project dedicated not only to recovering black culture and historical heritage erased by racism, but also designed to be an inspirational force for the future. The project was developed with Project Goma, a hub dedicated to accelerating the careers of black professionals, and resonates with the movements calling for systemic antiracist change, and Museu Afro-Brasileiro in Salvador, a crowning symbol of its relevance, legitimacy, and the importance of the preservation and celebration of black culture in the city with the largest black population outside of Africa, where the project became part of the permanent collection.
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