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Category
Branded Social Post / Branded Social Campaign
Annual ID
OS_SM17011B
About the Work
Some people believe that because they are hidden behind a screen, they can make racist comments on social networks, which is a crime in Brazil, without being discovered. Through a reaserch on the social networks of the ofenders, we gathered data from their informations and geolocation tags on the post. Then we crossed this data to find the area where the offender live. We've looked for their photos, trying to recognise the places, check- ins and geolacalization tags on the posts. Then we crossed all the information we got to find the location where the author lives. The billboards became a topic conversation worldwide. The conversation worldwide about racism generating more than US$ 5 mi in earned media. The searches related to “virtual racismo” on Google increased 4x. NGO Criola's website reached over 152 countries. And 83% of the offenders delete their accounts.
2017 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
W3haus / São Paulo
PR / Marketing Agency
Giusti / São Paulo
Production Company
Bossa Nova Films / São Paulo
Carbono Sound Lab / São Paulo
Art Director
Murilo Santos
Vinicius Prego
Chief Creative Officer
Moacyr Netto
Creative Director
Moacyr Netto
Mathias Almeida
Director
Livia Gama
Creative Team
Carlos Pimenta
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