Fram: Fram

Credits & Description:

Agency: Mestiça
Client: Fram Filtros (automotive filters)
Product: Institutional
Creative Director: Luiz Parpulov
Head of Digital: André Marino
Head of Art: Eduardo Basque
Art Director: Marcus Rochah, Fabio Crociati, Ivan Ribolla
Copywriter: Rafael Prioli
Digital Art Director: Felipe Higashi
Account: Tomás Oliveira, Josuel Luna
Planning : Leandro Corrêa, Guilherme Freire
Advertiser: Tatiane Savane
Film Production Company : Mestiça
Director: André Marino, Rafael Prioli
Editor: André Marino, Ivan Ribolla, Pamella Gomes
Published: May 2018
Synopsis:
Imagine surfing your favorite websites without seeing comment sections filled with intolerance, prejudice and racism?
Mestiça and FRAM, a brand of automotive filters that has been eliminating toxic substances for 85 years, have launched the action Hate Filter - a tool that blocks hate speech on the internet, transforming it into important information, raising awareness among its readers.
“People feel protected behind their computer screens, expelling hatred with frightful words. Our idea is to take away the voice of prejudice, giving haters the attention they deserve: none”, explains Marcelo Ramos, CEO of Mestiça.
The Hate Filter is an extension of Chrome, where more than six thousand racist, xenophobic, homophobic, sexist or otherwise intolerant expressions were carefully chosen to disappear from the internet. In their place: information. When identified by the tool, the expressions are immediately replaced with articles from Brazil’s most prominent news sources, containing data and information about the violence that was blocked.