Cidadania Estudo Pesquisa Informação Ação (Cepia) Radio Hitler by Y&R Sao Paulo


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Industry Public awareness
Media Radio
Market Brazil
Agency Y&R Sao Paulo
Creative Director Victor Sant'anna, Rafael Pitanguy
Creative Felipe Pavani, Marcos Lee, Bernardo Tavares
Producer Thaís Gordon
Released October 2016


Cannes Lions 2017
Radio Radio & Audio: Charities & Non-profit Gold Lion

Credits & Description

Title: Hitler
Agency: Y&R Brazil
Brand: Cepia - Cidadania Estudo Pesquisa Informação Ação
Country: Brazil
Entrant Company: Y&R Brazil, São Paulo
Advertising Agency: Y&R Brazil, São Paulo
Creative Director: Rafael Pitanguy (Y&R São Paulo)
Creative Director: Victor Santanna (Y&R São Paulo)
Creative: Felipe Pavani (Y&R São Paulo)
Creative: Marcos Lee (Y&R São Paulo)
Client Services: Heloisa Guimarães (Y&R São Paulo)
Planner: Paulo Vita (Y&R São Paulo)
Planner: Tatiana Tsukamoto (Y&R São Paulo)
Head Of Agency Production: Nicole Godoy (Y&R São Paulo)
Agency Producer: Camila Naito (Y&R São Paulo)
Agency Producer: Anderson Rocha (Y&R São Paulo)
Agency Producer: Caroline Reis (Y&R São Paulo)
Producer: Thais Gordon (Y&R São Paulo)
Project Manager: Henrique Salvadori (Y&R São Paulo)
Sound Producer: Hilton Raw (Raw Áudio)
Sound Studio: Raw Áudio (Raw Áudio)
Evp Media: Gustavo Gaion (Y&R São Paulo)
Project Manager: Cesar Matias (Y&R São Paulo)
Creative: Bernardo Tavares (Y&R São Paulo)
To convey a message to people, we chose the worlds greatest personalities that no brand would ever think of using. We used, as our spokespeople, the unlikely, the unthinkable: dictators such as Hitler, Kim Jong Il and Saddam Hussein. However, all the content from the speech delivered on the voices of these tyrants was not generated by them, but by real people on social networks. We used fake tyrants to show how dangerous hate messages remain being spread around the world nowadays.
Entry Summary:
Millions of people keep their actions apart from their identities by using fake profiles. It is estimated that more than 83 million Facebook profiles are not real. They are only shields, so that people can feel free to publish whatever they want. Many other people, even though not fakes, feel untouchable because they are behind the screen of a computer or a mobile phone. One of the most serious consequences of this is the exponential increase in the dissemination of messages with bigoted, racist, and other forms of hate tones. They don't think about the consequences of their actions. The non-profit organization Cepia that, since 1990, has been focused on the execution of projects that contribute to the expansion and effectuation of human rights and the strengthening of citizenship had the challenge of tackling this hateful communication pattern. Something that has become extremely contagious and dangerous for the entire society.
Script In English:
(SFX: We hear old radio sound effects accompanying Hitler speaking in the background. It is a parody, identical to his famous speeches. He speaks in German, while a woman's voice does the simultaneous translation, with a small delay as usual in these translations, to English.) Woman (Speaking over the German speech to translate): Sometimes I also wonder, are Jews even human? At least, my country won't have a black majority in 5 years. How can blacks think they are people if they are not white? I will not shake hands with a black person. They are all bastards. And women need to understand their place in society as well. If she is a feminist, she deserves to get beaten up every day. Do you want a reason to live on Earth? Simple - getting rid of the Jews and any other stinking animal.V/O: Hitler never made this speech. All these sentences were taken from social networks over the last weeks. V/O: When someone posts messages like these, it’s as if the biggest tyrants were still alive. V/O: Don’t share hate messages. V/O: