In this spot, which won gold at the PromaxBDA 2017 Global Excellence Awards in Los Angeles and at the 2017 New York Film Festival, Max Prime Brasil reminds us that words are more than just words—throwing around hateful ones hurts both the speaker and the hearer.

The animated spot was part of a campaign to promote HBO Brasil’s original documentary Holocausto Brasileiro, which tells the story of how thousands of Brazilians were locked up, tortured and killed.

The spot draws from the fact that throughout history name-calling—also defined as “otherization”—has often preceded some horrific genocidal events. For example, Germans referred to Jews as “rats” during the Holocaust. In Ruanda, the Hutus called the Tutsis “cockroaches.” And in Brazil, victims were regarded as “demented” and “retarded.”

Go here to watch in Spanish.​

CREDITS

HBO Creative Services

VP Creative Services HBO Latin America & Cinemax: Beatriz Saez

Creative Director: Michelle Brin

Associate Creative Director: Luciana Petrocchi

Creative Director/Writer/Producer: Maria Corina Marrero

Production Manager: Diana Michie

Art Director: Andres Serra

Original Music composition and production: Pablo Estacio, Luis Eduardo Gonzales

Post Production: Bendito Labs, Jairo Gudiño

GFX/ Animation: Biota Studios

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