Visual arts studio Black Madre and Africa Creative advertising agency have unveiled their latest masterpiece, a breath taking handcrafted campaign for Corona’s “Fisherman Storytellers’ initiative.
The campaign, by Brazil’s Africa Creative agency, transforms traditional fishing communities’ oral histories into tangible art through a meticulous mix of stop-motion animation involving wood carved scenes and layered storytelling techniques.
The ‘Fisherman Storytellers’ campaign focuses on a critical economic challenge facing coastal fishing communities. The campaign is set during Brazil’s annual fishing prohibition periods, when fishermen’s primary source of income is suspended. Corona shows how it’s presenting alternative livelihoods by transforming fishermen into tour guides who share their rich cultural heritage of legends and tales with tourists.
The campaign’s distinctive visual identity emerged through Black Madre’s extensive exploration of Caiçara and fishing cultures. The boat, as the essential mediator between fisherman and sea, serves as the campaign’s central metaphor.
Each key visual tells a specific legend from fishing communities, including ‘The Cracked Island,’ ‘The Smallest Fish,’ and ‘The Fisherman of Fishermen.’
The ambitious 60-second animation for ‘The Cracked Island’ legend integrates this handcrafted aesthetic into a flowing narrative about a fisherman’s encounter with a massive catch that splits an island in two – teaching a lesson about taking only what you need.