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Visceral Reality

basics
Industry: Public interest & Non-profit
Media:Cyber
Market:Brazil
Style: Minimalism
descriptioncnen
Strategy

We went inside the Brazilian justice system to check the causes and consequences of crowded cells and also to check the reasons why people go to jail without even being tried. After that, we measured a target of people over 18 years old from all over Brazil who are open to listen about human rights. The campaign made them take injustice personally by putting them through a first person experience in order to change the bad situation faced by the Brazilian prison system. Our activation contained a VR experience and an exposition of prints with educational stories of real prisoners. All redirected people to a digital platform where they could sign online petitions.
Outcome

Rede Justiça Social reached out firstly to a network of influencers. They helped us to spread the cause around the web. With only one activation and just one week of campaign we managed to collect more than 10.000 signatures. After this first leg, the activation crossed the country and took place in other 8 cities in order to reach our main goal of obtaining 110.000 signatures.
Synopsis

Situation Brazilian jails face a big problem: mass incarceration. In a space meant for 3 prisoners, there are actually 4 times more people. And the great majority of these people didn’t even receive a trial before being thrown there mostly because of some kind of prejudice. With people living under this inhuman conditions it is fair to say: in Brazil, justice is not fair.• Brief Create a campaign to make people take injustice personally in order to change this context.• ObjectivesObtain signatures of online petition to improve Brazilian justice.
Execution

Implementation We activated the idea by using VR technology and an online petition.• Timeline It took us 8 months to develop this idea. First, we had to deepen our knowledge about the problem and law suits to be able to design a huge conversation flow to cover the most important points of the subject. After that, we headed to record the VR film and the stories behind it. • Placement The activation was located at malls. After that, people were redirected to a digital platform where they could sign the petition.• ScaleVisceral Reality was made to solve Brazilian’s local justice issues and the campaign achieved that by collecting signatures from people all over the country.
CampaignDescription

By using VR technology we put people inside a crowded prison cell in a 360° experiment to experience injustice. After wearing the VR, people were hosted by a real prisoner who talked about how he ended up being imprisoned for 8 months without ever being tried in court. He also shows the inhuman conditions of a crowded cell. After taking the VR gear off, people face the prisoner, now in real life. Then he speaks about how more injustices can be prevented by having the petition signed.
credit
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Other credit:Entrant Company: J. WALTER THOMPSON BRAZIL, São Paulo, Brazil
Media Agency: J. WALTER THOMPSON BRAZIL, São Paulo, BRAZIL
PR Agency: J. WALTER THOMPSON BRAZIL, São Paulo, BRAZIL
Agency Producer Director, Marcia Lacaze, J.Walter Thompson
Videocase Direction, Coi Belluzzo, Vetor Zero
Videocase Direction, Luiz Evandro, Vetor Zero
Graphic Producer, Flávio Colella, J.Walter Thompson
Agency Producer, Carolina Florentino, J.Walter Thompson
Media, Stella Lopes, J.Walter Thompson
Executive Producer, Alberto Lopes, Vetor Zero
Executive Producer, Francisco Puech, Vetor Zero
Executive Producer, Paula Moraes, Vetor Zero
Account Team, Giovana Grigolin, Vetor Zero
Account Team, Isabela Gava, Vetor Zero
Account Team, Vandreia Ribeiro, Vetor Zero
3D Illustration, Alex Marks, -
Programmer, Kleber Kenyti, VR
Executive Producer, Andre Sernaglia, VR
Executive Producer, Eliza Damazio de Mello, VR
Coordinator, Patrizia Fanganiello, VR
Coordinator, Priscila Araujo, VR
Sound Production Account Team, Fernanda Costa, Tatiane Dias Ferreira, Satelite Audio
awards
The One Show 2018
Merit Interactive
Experiential / Virtual Reality (VR)
Cannes Lions International Festival of Creativity 2017
Shortlist Cyber
Spatial Tech
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