Centauro – The Uniform that never existed – Case Film

FESCH.TV INFORMIERT:

Agency: TracyLocke Brasil DDB
Hole: Copywriter
Awards:
• Clio Sports Awards: – Gold in Design and Bronze in PR.
• Effie Latam: Gold in Retail.
• El Ojo de Iberoamerica: Bronze in Sports and PR.
• Ampro Globes Awards: Agency of the Year, GP and 8 Golds.

Challenge
Aída dos Santos was the only woman included in the Brazilian delegation that went to Tokyo/64 and the first woman to reach a final. She achieved fourth place in the high-jump and was the highest placed Brazilian individual athlete for more than 30 years. But she had to pay for her trip to Japan herself and competed without support, a trainer or even a uniform.

Insight
We cannot travel back in time, but we can provide a different ending to this story and a new start to the stories of other women.

Idea
We invited the Designer and Fashion Activist Carol Barreto to create a uniform that tells the story of Aída dos Santos. Features range from the expansive hood designed for the afro hairstyle, to the community where she grew up, her lucky number and many other symbols of her struggle. The uniform is being sold by Centauro, with all the profits being invested in the ‘Ballet Urbano Manguinhos’ NGO, located in an underprivileged area of Rio de Janeiro/RJ.