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Icaro Doria
Icaro Doria
Co-President/Chief Creative Officer at DM9
Sao Paulo, Brésil
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TitreThe Cost of Gold
Agence
Campagne The Cost of Gold
Annonceur The Urihi Yanomami Association
Marque The Urihi Yanomami Association
Mise en ligneMars 2023
Secteur d'activité Associations caritatives, fondations, volontariat
Philosophie The Yanomami are the largest indigenous group in the Amazon rainforest, and they have an alternative version of the Oscar statuette. Without using gold as a raw material, the object is shaped like the deity Omama and will be sent to the winners of the world’s most renowned movie awards. The idea was developed by the Brazilian agency DM9 and it is meant to draw global attention to the humanitarian crisis of the indigenous people caused by illegal gold extraction. Before the winners receive the statuette, twenty of the main Oscar nominees will receive a video message via social media from Junior Hekurari Yanomami, leader of the Urihi Associação Yanomami. The receiving stars include Angela Bassett, Jamie Lee Curtis, Kerry Condon, Stephanie Hsu, Hong Chau, Brendan Gleeson, Judd Hirsch, Brian Tyree Henry, Barry Keoghan, Ke Huy Quan, Brendan Fraser, Colin Farrell, Austin Butler, Bill Nighy, Paul Mescal, Andrea Riseborough, Cate Blanchett, Michelle Williams, Ana de Armas, and Michelle Yeoh. The action will also direct artists and the audience to a digital calculator that shows the social and natural impact each gram of illegal gold has on the Amazon Rainforest and the Yanomami people. “In your culture, gold means success. For my people, for the forest and the creatures that still remain in the Amazon, it means death and destruction”, says Junior.
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