WMcCann Brazil Unveils ‘The Lost Faces’ of Brazilian History

24 January 2025

Companies

What do Tereza de Benguela, an 18th-century quilombola queen; Luiza Mahin, a key figure in the Malê Revolt; and Maria Felipa, a leader in Bahia’s independence movement, have in common? These are all Black women who significantly shaped Brazilian history, yet their faces have been erased from it. A name alone cannot fully tell a story, which is why Banco do Brasil is backing researchers in the effort to recover and recreate the faces of these important historical figures.

“The Lost Faces” project began with a striking observation: searching for these three historical women online brings up the same image — a photograph titled “The Black Woman Wearing a Turban.” In an effort to reclaim their rightful place in history, update research and restore their images, WMcCann Brazil and Banco do Brasil partnered to bring together researchers, academic studies and artificial intelligence to recreate their faces.

Developed by WMcCann Brazil, this initiative introduces the faces of these women to the entire country, ensuring their stories are now told with the faces they deserve. Tereza de Benguela, Luiza Mahin, and Maria Felipa are finally given the representation they have long been denied.

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