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Muquifu – You are History. You are Culture. You are the Museum.

Muquifu – You are History. You are Culture. You are the Museum.

Muquifu â Portuguese acronym for Museum of Urban Escaped-slave Communities and Slums is a space that promotes cultural preservation and appreciation of a slum complex in Belo Horizonte, Brazil. The pictures of Campaign portray actual slum residents.

It is noteworthy that all the images are not staged and the people are photographed behind the windows at their own homes telling us the story about their difficult living conditions.
A dilapidated window becomes a metaphor for their hard life. A sign on a wall as the firm sign of the owner tells us about unfulfilled wishes and dreams.
The world is not for all the same no matter how far the windows are open. These dreams remain stuck in four walls.

The Firm, Joaquim Rodrigues de Sousa. The tiny-window house is not the only thing this man has put up. His strength also keeps his body up, scared by surgeries and column screws.

Muquifu - You are History. You are Culture. You are the Museum.

The Daily Dust, Ana Pereira de Silva The scene captures the gazy look of a woman who lives in a community that is doomed to disappear. Apathetic about time, every mornig she sweeps alleys that one day will be turned into dust.

Muquifu - You are History. You are Culture. You are the Museum.

Man Under Constraction, Luiz Gonzoga Americo The scene shows a family man looking through his sons bedroom window, unfinished like his own history.

Muquifu - You are History. You are Culture. You are the Museum.

The Escape, Cleiton Concalues Behind the fence, the bars and the door the portrait of a young boy waiting for his mother to arrive and realise him from the duty of taking care of his younger brother.

Muquifu - You are History. You are Culture. You are the Museum.

The Mother, Poliana Andreza da Silva A young mother is portrayed in a rented house where she attempts to build a home for her young child. The house doesn’t belong to her. Neither does her future.

Muquifu - You are History. You are Culture. You are the Museum.

The Tenant, Junio de Jesus Santos The scene shows the constraction worker looking through the window of a house that doesn’t belong to him. Yet, he hopes to provide a roof for the son he dreams of having.

Muquifu - You are History. You are Culture. You are the Museum.

Advertiser:
Muquifu
Agency:
Perfil252, Belo Horizonte, Brazil
Additional credits:
Advertising Agency: Perfil252, Belo Horizonte, Brazil
Creative Directors: Márcia Lima, Marcos Pina
Art Director: Rafael Teixeira
Copywriter: Mateus Coelho
Photographers: Marco Mendes, Lumini Fotografia
Digital Artist: Sérgio Paulo
Account Manager: Breno Saturnino
Producer: Marcelo Pereira

Belonging to the first generation of true Europeans, with roots almost covering the continent, I spread my life between Germany and Serbia. Read more