To right to die with dignity

Brazilians do not talk about death. A 2018 survey shows that 73% of people avoid discussing the subject. About 10% even believe that talking about death attracts it.

It is against this challenging scenario that Eu Decido becomes even more vital. People often only seek to exercise their rights when they are already terminally ill, frequently leaving decisions to family members who may not even know their loved one's wishes.

Aiming to introduce this complex and sensitive topic to the general public, the campaign depictes a situation many people have experienced and can relate to. In the film, a dog is sick, suffering greatly, and has no hope of recovery.

To relieve its suffering, the owner decides on assisted death. Years later, the owner finds herself in the same situation (sick, suffering, and incurable) yet without the right to choose a dignified death for herself.

I was the marketer, doing the brand strategy, the copywriter, creative director and producer behind this, together with my team at FEITO.

Agency: FEITO

Creative Director and copywriter: Vinicius Malinoski

Art director: Pedro Perurena

Director: Felipe Valério (Wait)

FEITO Team: Gustavo Tissot, Ana Maitê Fröhlich, Juliana Frug