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Mashimachine

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basics
Industry: Professional & Public services
Media:Direct Market
Market:Mexico
Style: Minimalism
credit
Brand:
Agency:
Chief Creative Officer:
Creative Director:
Art Director:
Production Company:
Producer:
Other credit:Lead Designer, Lead Creative Technologist: Jorge Proaño
Digital and Content Strategist: Jennifer Romero
Assistant Planner: Léa Buson
Digital Producer: Sandra Fernanda González
Production Manager: Roberto Collazo
Developer: Alfonso Juan de Dios Moreno
Director of Innovation: Daniel Mastretta
descriptioncnen
Relevancy
Our client, digital journal 4 pelagatos, was born out of the need for a free and independent press in Ecuador. Media and Society fear the consequences the government takes when criticized. To create a stronger bond between our brand and the Ecuadorian Civil Society we needed to break that fear.This is why we needed a platform that could generate an immediate and tangible response, an action that could give a voice to everyone who was lacking one, where every video created in the platform would generate new data and insights about the conversations Ecuadorians wanted to have.
Synopsis
In Ecuador there is only one voice that says it all, the voice of President Rafael "Mashi" Correa, he broadcasts publicly more than any other world leader (over a year long of footage in his term). His “Communication Law” monitors and clamps the opinion of journalists who oppose the government. Today they control the largest media group in the country, from one National media in 2008 to owning 22 in 2016. The New York Times called his attacks against the press "An Assault on Democracy".In this context, Three top journalists, who were forced out of their jobs because of their opinions, got together in 2016 to open the online journal “4pelagatos” (the same word Correa used to insult them). They hired us to come up with an idea that would give Ecuadorians the opportunity to express their public opinions, boosting awareness for their platform at the same time.
Execution
MashiMachine lives on mashimachine.4pelagatos.com website, with an interactive desktop/mobile deployment that allows the platform to be experienced anywhere. We used the hashtag #mashimachine in every shared post to viralize and track the user's interactions.The website implementation works with custom made servers that provide service to an on-demand video editing platform, living on the amazon cloud that exposes a REST api which is consumed by the client application. It took 2 months of development and video database population. New words are added daily to the database. It is placed as a standalone subdomain of the 4pelagatos journal which supports the platform by spreading social network awareness and daily blog posts about the MashiMachine. Every video is unique and generated per user's request, the video editing is fast and seamless, returning new content within 10 seconds after the request has been made. Thousands of videos can be created by the hour.
Strategy
Our target was the Ecuadorian Civil Society regardless of their political views, people who are tired of not being able to freely speak offline and specially online. Indirectly, we appealed to all Ecuadorians, International audiences and the Ecuadorian government itself. President Correa uploads 4 hours of video and audio of weekly updates to Youtube. We gathered material from them and separated each word to populate the video database. 80% of our users would be using the web app from their mobile devices so the platform is accessible and fully operational in any device with an internet connection and a web browser. The app has a prompt where people can write whatever they want and click a button. The president then says whatever they want him to say. The app returns a stitched-up shareable video and a website link that can be distributed easily.
Outcome
In just 72 hrs:+110K Videos created by the people, enough to make 256 feature films.+1.8M pageviews, one of the most visited sites in Ecuador.+156M Social Media Impressions, the largest organic viral campaign in the history of Ecuador. +4M USD in Earned Media, the world became aware of the problem.+The MashiMachine became a platform of free expression where Ecuadorians regained a public voice.
Campaign Description
As a response for the lack of free press in Ecuador, we created MashiMachine, a website application that lets people create and share videos with words from the footage and audio that the Ecuadorian president has said in his official statements. This action would boost awareness and drive traffic to the new independent journal, 4 pelagatos.With this web app, an on-demand video editing platform, Ecuadorians create and share unique videos that use President Correa´s voice, the only voice they are officially allowed to hear. This way, The President speaks the things people of Ecuador need him to say. The platform allows the making of standalone and new videos easy and fast, and the new content produced by users is virally and socially shareable. MashiMachine uses Ecuador's only official speaker, to allow users to become creators and curators of the President's new found voice.
awards
Cannes Lions International Festival of Creativity 2016
Shortlist Direct
Co-Creation & User Generated Content
Cannes Lions International Festival of Creativity 2016
Shortlist Direct
Use of Digital Platforms
Cannes Lions International Festival of Creativity 2016
Shortlist Direct
Media & Publications
Cannes Lions International Festival of Creativity 2016
Shortlist Media
Use of Co-Creation & User Generated Content
Cannes Lions International Festival of Creativity 2016
Shortlist Media
Use of Social Platforms
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