Thumb_Mute
Etna_logo

WE HAVE ABOLISHED A RACIST TERM OF THE BRAZILIAN DAILY LIFE.

Mute Servant

A RACIST TERM

In the late 18th century enslaved black people who worked indoors were called servants. One of their duties was to spend the night by the bed holding things. But the fact that they spoke bothered the enslavers. One day a furniture with the same function was invented. This furniture was also called servant. However, as it didn’t speak, it became known as mute servant. And today, two centuries later, this expression is still the most popular way of calling this furniture in Brazil. 

Intro-2
02-VIDEO-4
01-VIDEO-2
02-VIDEO-3copy

BLACK CONSCIENCE DAY

Etna, one of the biggest furniture brands in the country, decided to remove the past from the present.  We abolished the word from all our physical and virtual stores by removing “mute servant" from point-of-sale materials, internal control system, website pages and also advertisements from all media. 

05-MONTAGEM-1
08-MONTAGEM-4
07-MONTAGEM-3copy
image-asset
Instalacaoentrada
Siteclose
logos-1
12-ASSET-ASSET-GRAFICO

1 Million

OVER THAN R$ 1MILLION ON ERANED MEDIA

29,5%

"MUTE SERVANT" RESULTS DECLINED BY 29,5%

400%

"BEDSIDE TABLE" RESULTS INCREASED BY

AND ALL OF THE BIGGEST FURNITURE BRANDS

IN THE COUNTRY JOINED THE CAUSE:

concorrencia
Agency: TracyLocke Brazil DDB
Client: Etna
Chief Creative Office: Rodolfo Barreto
Chief Strategic Office: Jader Crivelaro
Creative Team: Guter Sá, Thiago Dias, Leandro Rosso, Débora Capriolli
Planner Team: Rafael Rebelatto, Natalia Feres
Account Manager: Michel Issa, Joans Fortes, Flavia Cotrim, Camila Chapouto
Project Manager: Marthan Lion
Production: Pedro Canuto, Jade Solano, Juliana Miyake
Film Production: Raphael Felisbino
Audio: Lucha Libre 


Selected Works

Icon_signature


THANKS FOR YOUR VISIT