Reclame Aqui Digital, Case study The Colour Of Corruption [presentation image] by Grey Sao Paulo

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The Colour Of Corruption [presentation image]

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Industry Website, Public awareness
Media Digital, Interactive & Mobile, Case study
Market Brazil
Agency Grey Sao Paulo
Chief Creative Officer Rodrigo Jatene
Executive Creative Director Adriano Matos
Art Director Ale Koston, Tiago Pinheiro
Copywriter Rafael Gonzaga, Bruno Brux
Production Vetor Filmes
Director Marcello Novaes, Marcio Mattos
Released October 2016

Awards

Cannes Lions 2017
Direct Data: Data Strategy Gold Lion
Design Digital & Interactive Design: UX Interface & User Journey Silver Lion
Media Channels: Use of Digital Platforms Bronze Lion
Cyber Web Campaign: Corporate Social Responsibility Bronze Lion

Credits & Description

Title: The Colour Of Corruption
Agency: Grey Brazil
Brand: Reclame Aqui
Country: Brazil
Entrant Company: Grey Brazil, São Paulo
Advertising Agency: Grey Brazil, São Paulo
Media Agency: Grey Brazil, São Paulo
Pr Agency: Grey Brazil, São Paulo / Edelman Significa, São Paulo
Production Company: Reclame Aqui, São Paulo / Grey Brazil, São Paulo
Chief Creative Officer: Rodrigo Jatene (Grey Brasil)
Executive Creative Director: Adriano Matos (Grey Brasil)
Art Director: Tiago Pinheiro (Grey Brasil)
Art Director: Ale Koston (Grey Brasil)
Chief Operating Officer: Marcia Esteves (Grey Brasil)
Account Director: Maria Piraja (Grey Brasil)
Planning Director: Raquel Messias (Grey Brasil)
Media Director: Thiago Franzão (Grey Brasil)
Integrated Production: Amanda Ramos (Grey Brasil)
Integrated Production: Nathalia Beividas (Grey Brasil)
Website Production: Fillet (Fillet)
Digital Production: Gabriel Tavares (Gatso Creativity & Development)
Digital Production: Gabriel Pinzetta (Reclame Aqui)
Print Production: George Cruz (Grey Brasil)
Print Production: Robinson Silva (Grey Brasil)
Print Production: Rodrigo Giammarino (Grey Brasil)
Broadcast Production: Mariana Mendes (Grey Brasil)
Copywriter: Bruno Brux (Grey Brasil)
Editing: Felipe Bartorilla (Grey Brasil)
Copywriter: Rafael Gonzaga (Grey Brasil)
Film Director: Marcio Mattos (Vetor Filmes)
Film Director: Marcello Novaes (Vetor Filmes)
Executive Producer: Alberto Lopes (Vetor Filmes)
Executive Producer: Francisco Puech (Vetor Filmes)
Executive Producer: Paula Moraes (Vetor Filmes)
Account: Giovana Grigolin (Vetor Filmes)
Account: Isabela Gava (Vetor Filmes)
Account: Vandreia Ribeiro (Vetor Filmes)
Post Production: Vetor Zero Team (Vetor Filmes)
Musical Production: Satélite Team (Satélite Áudio)
Voiceover: Eric Moore (Satélite Áudio)
Account: Fernanda Costa (Satélite Áudio)
Account: Tatiane Dias Ferreira (Satélite Áudio)
Global Creative Chairman: Per Pedersen (Grey)
Cco Latam: Diego Medvedocky (Grey Latam)
President & Ceo Latam: Eduardo Maruri (Grey Latam)
Campaign Description:
Brazil is living an age of epic corruption and political cynicism, but what makes the headlines is just the tip of the iceberg. There are 70,000 politicians in this country, and a complex justice system designed to make it impossible for citizens to see who the corrupt politicians really are. So we made all their acts of corruption visible with the use of a simple plug in. How? By creating a system that organizes all of this chaotic information into one simple list that is easy to understand and simple to use.
Relevancy:
During the economic boom, Reclame Aqui became the #1 consumer-protection brand in Brazil by helping 85 million people expose corporations' bad services every year. But when a political meltdown took over the country, the company decided to expand its business to citizen-rights, exposing the nation's new public enemy: corrupt politicians. The Colour of Corruption invited millions of Brazilians to engage in the fight against corruption by downloading a simple plugin.
Outcome:
The Colour of Corruption spread like wild fire and shift the social conversation to Reclame Aqui’s new digital tool. It got over 100 thousand downloads in the first week. And took over the national and international news, impacting more than 73 million people and generating more than U$ 8.5 MM in earned media. The civil society also embraced the project, and 20,000 students from Brazil’s #1 private university are being trained to track official data from all courts and update our database daily, they also earn college credits for doing that. To try and stop us, politicians used hackers, who tried to shut down the website eight times. Other countries around the world such as Hungary, Belgium, Argentina and the US, are already requesting Reclame Aqui to implement the project as well. And, most importantly, The Colour of Corruption made people understand that through information we all can fight corruption.
Strategy:
Corruption affects the entire Brazilian population, and since voting is mandatory in this country, we had to find a way of spreading our message to the largest amount of people. So we used Brazil’s most used browser – Google Chrome – to shine a light at corrupt politicians and expose them to millions of voters by creating a system that organizes all the chaotic information – spread over hundreds of courts of justice all over Brazil – into one simple list that is easy to understand and simple to use. Corruption is a hot topic in Brazil, so when we invited citizens to help us fight corruption with the use of a simple tool, they came willingly.
Execution:
The Colour of Corruption highlights the names of corrupt politicians on any website. To see what they’ve got to hide, simply mouse over any marked name, and all the official data on corruption, spread across different judicial authorities, becomes easily available on a list. It works on every website, search engine, news portal and social network. Including the official profiles of corrupt politicians.
Synopsis:
During the economic boom, Reclame Aqui became the #1 consumer-protection brand in Brazil by helping 85 million people expose corporations' bad services every year. But when a political meltdown took over the country, the company decided to expand its business to citizen-rights, exposing the nation's new public enemy: corrupt politicians.