The hacker spot [spanish image] by Lew'Lara\TBWA Sao Paulo for Dorina Nowill Foundation For The Blind

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The hacker spot [spanish image]

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile, Case study
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Fabiano Pinel, Juliano Ribas
Creative Thiago Monteiro, Felipe Pimentel, Cainã Meneses
Production Big Bonsai
Released May 2017

Awards

El Ojo Festival 2017
Interactivo Aplicaciones Plata
Media Medios Alternativos Bronce
Interactivo Online Ad Bronce
Mobile Publicidad Móvil Bronce

Credits & Description

ADVERTISER: Dorina Nowill Foundation
CHIEF CREATIVE OFFICER : Felipe Luchi

CREATIVE AGENCY: Lew’Lara\TBWA
TV PRODUCER: Luzia Oliveira, Angela Felicio e Cristiane Marinari
CREATIVE DIRECTOR: Juliano Ribas e Fabiano Pinel
MEDIA PLANNER: Luiz Ritton, Eduardo Shinohara, Frederico Lopes
PLANNER: Stephanie Peart
PHOTOGRAPHER: Paola Vianna
ART BUYER: Ale Sarilho, Sabino e Caio Lobo
PROJECT MANAGER: Glaucia Montanha
MEDIA PLANNERS: Renato Pierote e Everton Maciel
CREATIVE TEAM: Felipe Pimentel, Thiago Monteiro, Cainã Meneses
CREATIVE TEAM (CONT.): Lucas Pinheiro e Fabiano Gonçalves
CLIENT SERVICING: Ricardo Barros
CLIENT SERVICE DIRECTOR: Wilson Negrini

DIGITAL PRODUCTION COMPANY
PHOTOGRAPHY: Bruno Tiezzi

MUSIC AND SOUND
PRODUCER: Jamute

OFFLINE
EDITOR: Carla Maimoni

POST PRODUCTION / VFX
POST PRODUCTION HOUSE: Equipe Big Bonsai

PRODUCTION COORDINATOR: André Cox

PRODUCTION COMPANY
PRODUCER: Big Bonsai
PRODUCTION MANAGER: Tize Novaes
EXECUTIVE PRODUCER: Gilberto Topczewski
DIRECTOR: Felipe Briso e Rafael Terpins
Description:
The Hacker Spot, a Lew \ LaraTBWA project developed in partnership with the Dorina Nowill Foundation for the Blind that turns internet banners into radio spots for blind people.
To surf the internet, visually impaired people use a screen reader, a piece of software that reads each item on the page out loud to the user. However, when visually impaired users come across banner ads, all they hear is computer code, a jumble of random letters and numbers. In order to stimulate the enforcement of a law which determines that accessibility resources are mandatory in any virtual channel, and to demonstrate the importance of social inclusion, Lew’Lara\TBWA, in partnership with the Dorna Nowill Foundation for The Blind, created this project: The Hacker Spot.
With the aim of making all content accessible and inclusive, the agency took the programming language for banners from several advertisers and inserted informative spots that offer news about courses, laws, tips, events, and motivational experiences for the visually impaired.
Dorina Nowill Foundation in new accessibility campaign. "The Hacker Spot" project replaces banners codes for informational messages about courses, laws and t...
In partnership with ad server company Predicta, the campaign’s messages were applied to the codes for the banners. This way, screen readers stopped reading a series of random letters and started broadcasting messages, such as: "Hello! To contribute to the inclusion and autonomy of visually impaired people, we provide courses and rehabilitation programs, special education, employability, and access to information. Press enter to visit our website and learn more.”
At the end of the spot, by simply pressing the 'enter' key, the user can be directed to the foundation's website, which is also accessible and contains all kinds of information about visual impairment as well as useful information for people who are blind or have poor vision. To learn more, visit http://www.thehackerspot.com.b...