| Clio Awards 2017 | ||
|---|---|---|
| Digital/Mobile Technique | Product/Service: Graphic Design | Bronze |
| Ciclope Awards 2017 | ||
| Digital Craft | Website Design | Bronze |
| LIA Awards 2017 | ||
| Design | Art Direction Campaign | Silver Winner |
| Cannes Lions 2017 | ||
| Design | Communication Design: Data Visualisation | Silver Lion |
| Design | Digital & Interactive Design: Data Visualisation | Silver Lion |
| El Ojo Festival 2017 | ||
| Creative Data | Mejor Visualización Con El Uso de Data | Bronce |
| Interactivo | Sites | Bronce |
Category: Public Interest, Ngo
Media: Film
Client: Estadao
Brand: Estadão Digital
Title: The Corruption Converter
Product: Estadão Digital
Agency: FCB Brasil
Chief Creative Officer: Joanna Monteiro
Creative Executive Director: Fábio Simões
Art Director: Rafael Beretta, Andre Vervloet
Copywriter: Romero Cavalcanti
Graphics Production: João Albertini, Diego Bischoff, Daniela Fonseca, Camila Galdêncio
Reviewer: Miriam Audi, Paula Costa, Luciana Palmieri
Art Buyer: Tina Castro, Carol Silva, Daniel Gonçalves
Projects: Gerson Lupatini, Suelen Mariano
Technology: Gerson Lupatini, Márcio Bueno
Creative Technologist: Victor Hugo Odo
Digital Production: UmStudio.com
Account: Cris Pereira, Anna Santana, Henrique Silva, Juliana Peralta, Renato Coelho
RTV: Charles Nobili, Pedro Lazzuri, Ricardo Magozo, Natasha Zaminiani, Mariana Carneiro
Motion: Thiago Scalon “Mineiro”, Rodrigo Resende
Editor: Thiago Scalon “Mineiro”, Dudu Doria
Photography: Antonio Brasiliano
Client Approval: Flavio Pestana, Marcelo Moraes, Marcela Dalla Torre
Purely editorial and with a high potential for spreading, the idea transforms what is being robbed from the public into concrete examples of goods and services, thus attracting new readers to the digital version of the newspaper.
Execution:
The tools intention is to immerse the reader in the issue of corruption and its direct consequences. The tool constantly uses the relationship between a news piece on embezzlement and a news piece on lacking resources, with data conversion and visualization, thus illustrating to the user everything that he is losing when public funds are misappropriated. The visual elements also receive an editorial treatment, with grids, layouts, graphical hierarchy and photojournalism present throughout.
Outcome:
Reach (website traffic)40% increase in number of visitors68% increase in number of visits Engagement (content interaction)35
993 unique visitors/month1,445,486 interactions/month Content sharing:14,455 shares on Facebook43,356 shares on Twitter7,227 shares on LinkedInTotal shares: 65,047/month
Campaign Description:
Brazil is going through generalized crises. The political and economic crises are aggravated by collapses in public services, just as the greatest corruption scandals in the history of the country are coming to light. There are so many accusations, involving such enormous sums of money, that readers fail to grasp the magnitude of what they represent. Therefore, we created “From Real to Reality – The Corruption Converter”. The tool allows users to convert the figures reported in news articles involving corruption into public goods and services that people always need but don’t always receive. This established a connection between the news about money that went missing to the news about where it is sorely needed.
Synopsis:
Estadão, one of Brazil’s most important newspapers, founded 141 years ago, needed to transfer to its digital version the credibility commanded by its print version. At the same time, it needed to incorporate more technology and make the analyses published online more interactive, thereby bringing more readers to its online portal and driving up the number of advertisers.