Holocaust Memorial São Paulo Turns Indelible Reminders Into a Portrait of Survival
Holocaust Memorial São Paulo's "Remember It" campaign is a 2024 public interest billboard installation by Brazilian agency Tech and Soul, launched on International Holocaust Remembrance Day, January 27, in São Paulo, Brazil, in which small, durable physical reminders were arranged across outdoor billboards to form the portrait of living Holocaust survivor George Legmann, accompanied by the message "Remember It."
The campaign arrives at a moment when Holocaust memory carries renewed institutional urgency. Tech and Soul designed the project around a single unifying proposition: that some reminders resist erasure just as history must. To realise this proposition in physical space, the agency gathered small items capable of withstanding near-permanent stress — materials selected precisely because they could not be cleanly removed or defaced — and placed them across multiple billboard surfaces throughout São Paulo, gradually composing the likeness of George Legmann, one of the survivors still alive to bear witness. The phrase "Remember It" anchors the visual, functioning simultaneously as instruction, appeal, and warning.
The campaign launched in Brazil on January 27, 2024, aligning its debut with the United Nations-designated International Holocaust Remembrance Day, the annual date marking the 1945 liberation of Auschwitz. This timing was not incidental. By entering public space on that specific date, "Remember It" positioned itself within an international framework of institutional memory while speaking directly to audiences in São Paulo and across Brazil. The Holocaust Memorial São Paulo, the campaign's client, approved the work through Rabbi Toive Weitmann, grounding the project in the authority of the institution it represents. Clapboard scores the campaign 63 out of 100, recognising the conceptual clarity and executional commitment of the work within the public service category.
Tech and Soul grounded "Remember It" in a strategic insight that is both literal and symbolic. The materials used to form George Legmann's portrait on São Paulo billboards were chosen because they resist removal — a property that mirrors the campaign's core argument: that Holocaust memory must be equally resistant to being erased from public consciousness. The result is a campaign in which medium and message are structurally identical, not merely thematically aligned.
In Brazil, the advertising environment is highly competitive and increasingly dominated by digital and out-of-home investment. According to Cenp-Meios, Brazil's advertising market reached R$26.3 billion in media investment in 2024, up from R$23.4 billion in 2023 — a rise of more than twelve percent. Kantar IBOPE Media estimated total Brazilian advertising investment at approximately R$88 billion in 2024, including direct media purchases and more than 100,000 active advertisers, representing a year-over-year growth of around ten percent. Against this landscape, the OOH sector in Brazil remains a meaningful channel: the country's out-of-home and digital out-of-home market was estimated at approximately US$500 million in 2025, according to Propmark, with projected growth to US$640 million by 2031 at a compound annual growth rate of around four percent.
Within that environment, "Remember It" competes not with commercial advertisers directly but with the broader attention economy that shapes how São Paulo residents encounter public space. Holocaust memorial campaigns internationally — including those developed by institutions such as the Anne Frank House, as documented by annefrank.org — have consistently found that physical presence and site-specific installation generate deeper engagement than purely digital approaches. Tech and Soul's decision to use the billboard format rather than social media as its primary medium reflects this understanding. The campaign enters the street rather than the feed, placing the memory of more than six million lives lost directly in the path of daily urban life across São Paulo.
Tech and Soul constructed "Remember It" around a deceptively simple creative mechanism: the use of small physical objects, selected for their durability, to form a photographic portrait of Holocaust survivor George Legmann at billboard scale across São Paulo. The choice of Legmann as the campaign's human subject is precise and considered. He is a living survivor, which transforms the billboard from a memorial to a living connection — a face that belongs to a person still present, insisting on being seen and remembered.
The creative team behind the campaign was led by Chief Creative Officer Flavio Waiteman, with creative direction shared by Angélica Pernau and Felipe Lermen, according to credits documented by Techandsoul Com Br. Art direction was handled by Ricardo Marques and Jéssica Dias, with copywriting by Fillipe Abreu. Brunno Barbosa served as Creative Director on the project, and executive production was managed by João Pedro Albuquerque. Client approval came from Rabbi Toive Weitmann of Holocaust Memorial São Paulo, with agency leadership provided by CEO and Account Executive Claudio Kalim and COO and CFO Marcelo Zaine.
The campaign extended its creative proposition through a social experiment dimension. Documented as part of the campaign materials, members of the public were filmed attempting to remove the reminders from the billboard surfaces and to soil or deface them. Each attempt failed. This footage transforms the installation from a static image into an active demonstration — proof that the physical materials hold, which becomes proof, by extension, that memory holds. The documentary and social experiment format gives "Remember It" a second layer of content beyond the billboards themselves, allowing the campaign's argument to be restated and verified in real time by real people who did not know they were participating in it. The campaign contained one primary media asset, as noted in its submission record, but the social experiment footage extends its reach beyond the installation site.
No independently verified performance data measuring reach, earned media value, or conversion outcomes for the "Remember It" campaign is publicly available from Tech and Soul, Holocaust Memorial São Paulo, or third-party measurement bodies at the time of this analysis. The campaign recorded 564 views on its documented submission listing, which reflects archival engagement rather than campaign reach. No verified awards from Cannes Lions, D&AD, or the New York Festivals Advertising Awards are publicly documented for this campaign, per searches of dandad.org and nyfadvertising.com.
What can be assessed is the campaign's structural effectiveness. "Remember It" deploys a mechanism — physical permanence as metaphor — that is self-reinforcing. Each failed attempt to remove the materials from the billboard becomes evidence for the campaign's thesis rather than a threat to it. This is a rare quality in outdoor advertising: the campaign cannot be damaged by public interaction, only strengthened by it. In the context of public service advertising in Brazil, where campaigns must compete for attention within a market that, according to Kantar IBOPE Media, encompasses more than 100,000 active advertisers, the choice to make the medium itself the argument represents a high-efficiency creative decision.
The campaign's launch alignment with International Holocaust Remembrance Day on January 27, 2024, provided earned media scaffolding that extended its potential reach beyond the São Paulo billboard placements without requiring additional paid media. The portrait of George Legmann — a living survivor — introduced an emotional specificity that institutional Holocaust memorials often find difficult to achieve in public-facing communications. Clapboard scores "Remember It" 63 out of 100, reflecting strong conceptual discipline and executional commitment, with room for broader documented impact to fully realise the campaign's potential.
"Remember It" is a 2024 public interest billboard campaign created by Tech and Soul for Holocaust Memorial São Paulo. Launched on International Holocaust Remembrance Day, January 27, 2024, it used small durable physical reminders placed across São Paulo billboards to form the portrait of living Holocaust survivor George Legmann, with the message "Remember It."
Tech and Soul created "Remember It" for Holocaust Memorial São Paulo. The campaign's creative team included Chief Creative Officer Flavio Waiteman, Creative Directors Angélica Pernau and Felipe Lermen, Creative Director Brunno Barbosa, art directors Ricardo Marques and Jéssica Dias, and copywriter Fillipe Abreu, according to techandsoul.com.br.
George Legmann is a living Holocaust survivor, making his portrait on São Paulo billboards a direct human connection to the events being memorialised. His inclusion transforms the installation from an abstract memorial into a specific, present-tense appeal, reinforcing the campaign's argument that Holocaust history remains alive and must not be forgotten.
Tech and Soul selected materials specifically because they could withstand attempts at removal and defacement. The campaign documented members of the public attempting to remove or soil the reminders from the billboard surfaces, all unsuccessfully. This physical resilience was intentional, serving as a direct metaphor for the indelibility of Holocaust memory and the six million lives lost.
No verified awards for "Remember It" are publicly documented at Cannes Lions, D&AD, or the New York Festivals Advertising Awards, per searches of dandad.org and nyfadvertising.com. Clapboard scores the campaign 63 out of 100, recognising its conceptual clarity and the structural discipline of its creative execution within the public service category.
"Remember It" launched on January 27, 2024, in São Paulo, Brazil, timed to coincide with International Holocaust Remembrance Day — the United Nations-designated annual date marking the 1945 liberation of Auschwitz. Billboard installations were placed across multiple locations throughout São Paulo as part of the campaign's outdoor media strategy.
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