STATUES OF CORRUPTION by Carta Branca, Dontrythis for Museum Of Corruption

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STATUES OF CORRUPTION

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Industry Public awareness, Government & Other Authorities
Media Print, Magazine & Newspaper
Market Brazil
Agency Carta Branca
Agency Dontrythis
Creative Marco Versolato, Rodrigo Mendes, Jaques Lewkowicz, Caio Mattoso, Rebecca Versolato, Pedro Gravena Fcb, Marcelo Páscoa
Producer Vinicius Melo, Gibinha Pires, Flávia Padrão
Released April 2012

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: MUSEUM OF CORRUPTION
Product/Service: POLITICAL AWARENESS MESSAGE
Agency: DONTRYTHIS
Agency: CARTA BRANCA
Creative: Caio Mattoso (DonTryThis)
Creative: Marcelo Páscoa (DonTryThis)
Creative: Pedro Gravena (DonTryThis)
Creative: Rodrigo Mendes (DonTryThis)
Creative: Marco Versolato (Carta Branca)
Creative: Rebecca Versolato (Carta Branca)
Art Buyer: Clariana Regiani Da Costa (Freelancer)
Producer: Vinicius Melo (Freelancer)
Producer: Gibinha Pires (Freelancer)
Photographer/Film Director: Pio Fegueiroa (Cia De Foto)
Producer: Flávia Padrão (Cia De Foto)
Photographer/Film Director: Rafael Jacinto (Cia De Foto)
Photographer/Film Director: João Kehl (Cia De Foto)
3d Modeling: Sergio Filho (Freelancer)
Sculptor: Rui Americano (Freelancer)
Sculptor: Zaqueu Alves De Souza (Freelancer)
Media placement: Out Of Home (Ambient) - São Paulo Square - 21 April 2012

Describe the objective of the promotion.
The Brazilian Museum of Corruption was born in 2009. It is a virtual database
created to keep the memory of corruption scandals alive in the minds of our
citizens. We were asked to create a promotional campaign with the objective of
preventing Brazilians from forgetting the scandals of the past and reminding them
of the Museum of Corruption’s existence before they voted in the 2012 elections.

Describe how the promotion developed from concept to implementation.
We created “The Statues of Corruption”. We built statues portraying some of
the most outrageous scandals in our history and placed them in strategic spots
around the city. Just like the monuments that remind us of our glorious moments,
the Statues of Corruption were created to prevent the Brazilian people from
forgetting political scandals and corrupted politicians. The statues were unveiled
simultaneously, generating great interest from the public and, ultimately, from the
press. They created an enticing photo opportunity, stimulating the viral spread of
the promotion in social networks.

Explain why the method of promotion was most relevant to the product or service.
The idea of using ambient media as the method of promotion came from the insight
that statues immortalize important events in our history. Since the
objective of the campaign was to make sure Brazilians remembered events they
would rather forget, ambient media seemed like the most appropriate method to
promote the campaign’s message. This method also allowed us to create a high-
impact activation in public spaces, which contributed to the objective of generating
public awareness towards the subject of corruption. It was also an effective way of
materializing a museum that exists only in the virtual world.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The public response was immediate. Forgotten scandals made headlines once
again. Suddenly the news was not just the scandals, but also the importance
of keeping them alive in our minds. The campaigns message spread through
social media followed by a burst of national PR, which included all major media
players such as Veja, O Globo and Folha de Sao Paulo. On the days following the
implementation of the campaign, the visits to the museum’s website increased in
over 160%, leading to the highest number of unique visitors since the museum’s
foundation in 2009.