5by20 Lea – City of God, Brazil Credits

Client/Brand: The Coca-Cola Company

Editor: Rajiv Smith-Mahabir

Production: Rosenfeld Films

DP: Carolina Marsiaj Costa

5by20 Lea – City of God, Brazil

5by20 is Coca-Cola’s program to empower five million women by 2020.  The initiative “offers women access to business skills training courses, financial services and connections with peers or mentors — along with the confidence that comes with building a successful business.”  Tamara has directed nine films for this initiative around the globe.  These films have premiered at events such as TED Women. 
This film is about Lea who built a business from garbage, literally. She makes bags and purses from used plastic bottles. Deep in the City of God Favela in Rio de Janeiro, Brazil Lea built her business–using recycled products to make practical art. She went from a company of one to 15 within a few years with the support of Coca-Cola and Collectivo. With their help Lea was able to extend her sales to a wider market and generate fresh ideas for her purses and hand bags.
Coca-Cola was happy with the results of Tamara’s film, and premiered it at the Clinton Global Initiative event in South America in December 2013. April Jordin, Director, Corporate External Affairs The Coca-Cola Company, commented about Tamara’s work: “THANK YOU for the countless hours and week of late nights you’ve invested!! I could not be happier with the way this came together and you were amazing throughout…”