Terra Ambient TERRA VIP by DDB Sao Paulo

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TERRA VIP

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Industry Telecommunications Services, Internet, Public awareness
Media Ambient
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Gustavo Victorino, André Faria
Art Director Rodrigo Mendes, Rafael Voltolino
Copywriter Ricardo Salgado, Caio Mattoso, Marcelo Páscoa
Account Supervisor Roni Cunha Bueno
Released June 2013

Awards

FIAP 2014
Innovación en Medios Adultos Sol de Plata

Credits & Description

To access the Internet and private contents on the Internet in public spaces requires more caution and twice as much attention from the users. In hot spots and Internet Cafes, due to the way the computers are laid out - side by side – those who need to use the web to check emails, online banking, their social networks or even search for something more personal, end up having no privacy.
Thinking about how hard it was for those people to have privacy, Terra – one of the world’s main digital media companies. – once again innovates and launches the V.I.P. project in the Paraisopolis slums in São Paulo – Protected View of the Internet. The action that was backed by DDB Brasil promotes the “democratization of privacy”: a new way to access the Internet in public spaces.
Terra installed specially adapted computers in Paraisopolis’ centers, so no one but the user could see what was on the computer screen By removing a film from the LCD screens, the computers featured a 100% white screen and its contents could only be seen when the user put on special goggles made of the same material as that of the film.
“Terra wanted to deliver the best Internet experience to all users, regardless of where they would access it from, and privacy is certainly part of the experience. Accessing bank transactions, searching for private information or solving confidential problems without hassle may seem trivial for those who have free access to the web. But doing all that without privacy is very hard. That’s why we designed this project for the users of community centers, so that they could explore the best the Internet has to offer with complete freedom” comment by Terra’s CEO Roni Cunha Bueno
For the initiative the company donated and installed ten machines, in addition to the goggles, in five community centers that, today, rely on more than 400 registered users and an average of 5 thousand monthly accesses.
Media: Ambient
Agency: DDB Brasil
Client: Terra Networks
Campaign: Terra V.I.P.
Executive Creative Director: Marco Versolato
Creative Director: Andre Faria, Gustavo Victorino
Convergent Director: Joca Guanaes
Copywriter: Caio Mattoso, Marcelo Pascoa, Ricardo Salgado
Art Director: Rodrigo Mendes, Rafael Voltolino
Project Director : Denis Gustavo, Cristiane Rojas
Production Director: Marianna Sanches
Agency Producer: Jaqueline Couto
Digital Production Company: Cricketdesign
Produtora de imagem: Delicatessen Filmes

Other credits: Gilson Rodrigues, Presidente da União dos Moradores e do Comércio de Paraisópolis
Account Supervisor: Roni Cunha Bueno