Lívia Gama was responsible for directing the new film of Coletivo, a campaign for the project of Coca-Cola Institute.
The campaign created by WMcCann aims to disclose the Coletivo Movement Week, which seeks to mobilize the population around social transformation in Brazil.
The Coletivo Coca-Cola promotes empowerment, especially for young people and women, through the valorization of self-esteem and income generation. Currently the platform is present in 550 communities.
The film casting is divided into actors and participants of the Coletivo group. The director suggested choosing actors who had emotional bonds, such as family and significant others, in order to reach harmony between the two casts. Additionally, she chose the traveling in technique, which creates the feeling of closeness from the public to the film.
The campaign will be shown on open TV, cinemas and the internet.