Cia Jogo de Cena, Os ruivos: Red Movement by Momentum Sao Paulo for Cia Jogo de Cena

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Cia Jogo de Cena, Os ruivos: Red Movement

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Industry Charities, Foundations, Volunteers
Media Film, Digital, Interactive & Mobile
Market Brazil
Agency Momentum Sao Paulo
Creative Director Cristiane Uflakker, Adriano Cerullo
Art Director Mauricio Senise, Jorge Yoshida, Ricardo Sanchez - Rodrigo De Ontanon
Copywriter Rafael Simi
Released April 2012

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: CIA JOGO DE CENA
Product/Service: THEATER PLAY
Agency: MOMENTUM BRAZIL
President: Marcos Lacerda (Momentum Brazil)
Chief Creative Officer: Danilo Moraes (Momentum Brazil)
Online Planner: Mateus Prado (Momentum Brazil)
Creative Director: Adriano Cerullo (Momentum Brazil)
Creative Director: Cristiane Uflakker (Momentum Brazil)
Screenwriter: Pedro Monteiro (Cia. Jogo De Cena)
Screenwriter: Leonardo Neves (Cia. Jogo De Cena)
Copywriter: Rafael Simi (Momentum Brazil)
Art Director: Ricardo Sanchez (Momentum Brazil)
Art Director: Mauricio Senise (Momentum Brazil)
Art Director: Jorge Yoshida (Momentum Brazil)
Film Director: Cauê Steinberg (Fábula Filmes)
Film Producer: Jade Stipp (Fábula Filmes)
Sound Producer: Dudu Lopes (Silence Produções)
Sound Producer: Dimi Kireeff (S De Samba)
Media placement: Viral Video - Redhead Commandment - Http://www.youtube.com/watch?v=cE1qGolQar4 - 26/09/2011
Media placement: Viral Video - Redhead Nicknames - Http://www.youtube.com/watch?v=61iVGyP_2IM&feature=relmfu - 26/09/2011
Media placement: Viral Video - Redhead Facts - Http://www.youtube.com/watch?v=HuP-I_NCawA - 26/09/2011
Media placement: Twitter - Https://twitter.com/#!/osruivos - 15/03/2011
Media placement: Facebook - Https://www.facebook.com/pages/Os-Ruivos/231875056847898 - 15/03/2011

Describe the objective of the promotion.
The purpose of the case is to propose a discussion about prejudice in a country (Brazil) that says people don’t have prejudice. The client and the agency decided to put into practice a broader campaign aimed not only to fight prejudice, but to discuss how it manifests itself in seemingly innocuous occasions.

As a campaign to discuss a topic of interest to society, the public is generally unrestricted. But we tried to bring humour and used modern communications channels to work with a greater focus on young people who have a great mobilising power.

Describe how the promotion developed from concept to implementation.
Campaigns against prejudice are boring. The insight of Red Movement is to speak of prejudice in an unusual way, approaching a kind of prejudice that is not often discussed. And the key was including a current issue in press, bullying, as a disguised form of prejudice. We created a campaign against a prejudice to a different group: redheads. We held the public using the unusual, bringing humour to a difficult subject. It was the most relevant strategy to mobilise people. And we know that, on the Internet, people pay attention to messages that have humour and convey the communication differently.

Explain why the method of promotion was most relevant to the product or service.
The Red Movement has spread physically and digitally. The most important part was a tour made by the actor Pedro Monteiro, telling in different cities, with humour, the difficulties of being red. The Red Movement became a theatre play.

With no money for large investments, we used the Internet to spread the message. We created a blog, a website, a fan page on Facebook, viral videos, and through these mediums, we did redheads meetings and a big campaign in defense of redheads.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Red Movement gained the attention of major newspapers and shows, like 'Programa do Jô', the most important talk show in Brazil, and 'Fantástico', the most watched show on Sundays.

Pedro Monteiro did more than 200 performances in over 50 cities being seen by more than 45,000 people live.

And redheads became a theme in the press, making society discuss prejudice and bullying on TV, in theatres and schools.

Talking about redheads, we talk about afrodescendents, fat people, children that suffer with bullying, women and all people that recognise their own suffering listen to the funny stories of the redheads.