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The Colour Of Corruption

basics
Industry: Internet sites & Services
Media:Cyber
Market:Brazil
Style: Minimalism
descriptioncnen
Company turns into digital activist to help population fight Brazil’s deep-rooted corruption
‘The Colour of Corruption’ (https://vimeo.com/217997494) is a Google Chrome plug-in that makes every corrupt politician visible by highlighting their names in purple and detailing their criminal allegations with a simple mouse-over.


Brazil, 2000's. During the economic boom, when consumer spending soared but companies often failed to deliver what they had promised, Reclame Aquigrew in importance and became the #1 consumer-protection brand in the country. The company now helps more than 85 million people each year to expose thousands of corporations and their bad service, with more than 600,000 unique visitors every day.

Fast cut to 2016. Brazil is living an age of epic corruption and political cynicism. Operação Lava Jato, or Operation Carwash — which started in 2014 — revealed a massive system of kickbacks and corruption involving almost all of the major political parties and hundreds of leading companies. With the country plunged into the third year of recession — mainly caused by political scandals — population shifted focus from consumption to citizenship.

And so did Reclame Aqui.
The company that has been the most reliable consumer watchdog for more than a decade, decided to expand its business to citizen-rights, by exposing the nation’s new public enemies: corrupt politicians.

According to the global annual study “Edelman Trust Barometer 2017”, nothing concerns the Brazilians more than corruption. But all the scandals that have made the headlines are just the tip of the iceberg.

There are 70,000 politicians in this country and thousands of them still get away with corruption, thanks to a complex justice system that makes it almost impossible for a common citizen to see who the corrupt politicians really are. Until now.

Recently launched, ‘The Colour of Corruption’ (https://vimeo.com/217997494) is simple tool that has the power to change the country by uncovering official information on corrupt politicians — previously hidden in hundreds of courts across Brazil — and giving people free and easy access to all these data.

From the project website — in just three clicks — everyone can download and install the Google Chrome plug-in that paints a vivid purple band over the name of any politician involved with corruption or bad administration.

All their official records of accusations, investigations and convictions have been collected from different instances of justice and made available in anyone’s browser. A simple mouse over reveals legal processes the politician is facing, making all that unreachable data easily available on a list.

It works on every website, search engine, news portal and social network. Including the official profiles of corrupt politicians, who have tried to shut down Reclame Aqui's initiative at least eight times since the launch of the platform.

Created by Grey Brazil, the tool was developed with a single reason: to empower the population by providing them access to official information they'd never had before and exposing the true colours of each Brazilian Politician — leaving the corrupt ones no place to hide. “It is a flag from all civil society and a technological fightback against corruption and impunity” said Rodrigo Jatene, CCO of the creative agency.

Companies must take a stand
“We’ve joined efforts over a common interest: to help the Brazilian population effectively fight against government corruption and to conscientiously choose our next generation of politicians” said Maurício Vargas, founder of Reclame Aqui Institute. “This initiative is motivated by a feeling of indignation, filling a void to offer information and transparency to the people. Today, Brazilians need to be more informed, aware and vocal than ever before. We must take action and put the future of our country in our own hands ahead of the 2018 elections.”

Partnering with Academia and Civil Society
In support of the program, one of Brazil’s most top-tier academic institutions — Catholic Pontificia University of Paraná (PUCPR) — signed on as The Colour of Corruption’s main partner. Now 20,000 students are being trained to track official data from all courts and update our database daily. Participation in the program is voluntary and will become an extension of the graduation courses offered by the institution, granting course credit.
“This project not only educates Brazilian college students, but also promotes the practice of citizenship,” said Waldemiro Gremski, Dean at PUCPR. “Political awareness is a very important step for these young people to truly see themselves as citizens and to understand the impact of their social choices.”

To download plug-in: http://www.colourofcorruption.com/

CampaignDescription

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. This happens because all the information about their cases is hidden within hundreds of courts of law, making it impossible for the untrained eye to understand it. So we made all of their acts of corruption visible with the use of a simple plug in. How? By creating a system that organizes all this chaotic information into one simple list, easy to understand and simple to use.
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.
Execution

The Colour of Corruption is a simple plug-in that makes every corrupt politician visible by highlighting their names in purple while surfing on the web. All their official records of accusations, investigations and convictions, hidden in hundreds of courts, are now available inside anyone's browser. To see what each corrupt politician has to hide, simply mouse over any highlighted name, and all their current 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.
Strategy

What if we could make their acts of corruption easily visible for everyone? So decided to show the true colours of politicians. In order to create our database and make it simple for anyone to understand, we had to gather data across hundreds of courts all over Brazil. It took us months to analyze, select which investigations were about corruption or public administration frauds and organize the information into one simple list. Then, we transformed all those incomprehensible court records into a language that is easy-to-understand. Finally, we developed database software to transform all of this data into a simple plugin that automatically highlights corrupt politicians' names on every website, showing the list of their official accusations with a mouse over.
credit
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Other credit:Entrant Company: GREY BRAZIL, São Paulo, Brazil
Media Agency: GREY BRAZIL, São Paulo, BRAZIL
PR Agency: GREY BRAZIL, São Paulo, BRAZIL
PR Agency: EDELMAN SIGNIFICA, São Paulo, BRAZIL
Chief Operating Officer, Marcia Esteves, 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
Broadcast Production, Mariana Mendes, Grey Brasil
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
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
awards
D&AD 2018
Graphite Pencil Direct
Direct Response/Digital
D&AD 2018
Wood Pencil Creativity for Good
Service Innovations
D&AD 2018
Wood Pencil Direct
Direct Product & Service
The One Show 2018
Merit Direct Marketing
Craft / Use of Digital Technology - Single or Campaign
The One Show 2018
Merit Interactive
Craft / Dynamic Data Visualization
Cannes Lions International Festival of Creativity 2017
Gold Direct
Data Strategy
Cannes Lions International Festival of Creativity 2017
Silver Design
UX Interface & User Journey
Cannes Lions International Festival of Creativity 2017
Bronze Creative Data
Data Integration
Cannes Lions International Festival of Creativity 2017
Bronze Cyber
Corporate Social Responsibility
Cannes Lions International Festival of Creativity 2017
Bronze Media
Use of Digital Platforms
Cannes Lions International Festival of Creativity 2017
Shortlist Creative Data
Creative Data Enhancement
Cannes Lions International Festival of Creativity 2017
Shortlist Creative Data
Data Visualisation
Cannes Lions International Festival of Creativity 2017
Shortlist Cyber
Social Purpose
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Corporate Social Responsibility
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Use of Data Driven Insight
Cannes Lions International Festival of Creativity 2017
Shortlist PR
Public Affairs & Lobbying
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