By Instagram alone, and nearly no budget, the Beaba Institute found an opportunity to deliver its message within highly relevant context.June 2017 As summer now approaches in the northern hemisphere, the effort of a Brazilian NGO against skin cancer draws attention. By hacking a previously popular hashtag, they have garnered the support of many, including influencers with millions of followers.The hashtag #nofilter, used in social networks around the world to show that a particular photo was not edited, is translated in Portuguese as #semfiltro. But in Brazil, the word FILTER is also used to mean sunscreen. That was how Talent Marcel, Beaba Institute’s agency, created a hashtag response: #poefiltro,
Media: Interactive
Category: Other
URL: https://www.beaba.org/en/poefi...
Client: BEABA NGO
Agency: Talent Marcel, São Paulo
Country: Brazil
Executive Creative Director: João Livi
Creative Director: Marcello Droopy Almeida
Creative Director: Rodrigo Lugato
Creative team: Paulo Almeida P.A.
Creative team: Marcelo Carvalho
Creative team: Lucas Siqueira Cesar
Creative team: Jean Boechat
Creative team: Marcello Droopy Almeida
Creative team: Rodrigo Lugato
Account Director: Alex Isnenghi
Agency Executive Producer: Maria Herminia Weinstock
Sound Studio: Comando S Áudio
Agency Producer: Ubiratan Rio
Designer: Elisa Sassi
Account team: Mayara Valadares
Client: Simone Mozzilli
Account Executive: Fernanda Faria
Global Creative Director: Bruno Bertelli; Digital Strategy Director: Jean Boechat; Animation: Julio Figueredo; Content: Gica Yabu; Social Media Strategy: Vitor Ayrosa, Mario Torre, Rafael Amorim, Paulo Stephan, Daisy Köhler, Marcela Ferreira; PR: Luiza Siffert Porto, Cláudia Nascimento; Community Manager: Anfíbia; Videocase Production: Daemon Filmes