This Anti-Trolling Telecom Spot Asks Viewers to Rethink Social Media Meanness

Campaign by Brazil's Vivo Features Real-Life Victims of Cyber-Bullying

Published On
Jan 17, 2018

Editor's Pick

For telecom companies, social media data is an increasing source of revenue-- but it also brings with it trolling and cyber-bullying. Brazilian telecom brand Vivo decided to confront the issue head-on in a new year's campaign that encourages people to be more positive on social media in 2018.

The spot, created by Y&R Sao Paulo for the Telefonica-owned brand, tackles the topics that were the most divisive in Brazil in 2017, including immigration, diversity and sexual harrassment. Juxtaposed against images of various recipients of cyber-bullying (the film casts real life people, not actors, who have suffered from trolling) is text mimicking a search bar with someone writing a mean comment; however, the final word is then replaced with several more positive suggestions.

For example, next to footage of a man with Down's Syndrome performing gynmnastics, the words "You have limitations" are changed to "You have potential/talent/future." While next to footage of an older woman takiing a selfie, the comment "Selfies at that are age are ridiculous" replaces the final word with "current/beautiful/normal."

The commercial, which broke on Brazilian TV Dec. 19, has already struck a chord with Brazilians, reaching over 30 million views on YouTube in just five days -- while its hashtag, #repense2018 (#rethink2018 in English) has become a trending topic.

Online, Vivo used media technology Vogon to serve viewers different versions of the commercial, targeting people who were identified as having suffered from certain kinds of bullying by putting the montage in a particular order. So, for instance, families of Down's Syndrome kids saw the Down's athlete first.

Credits

Date
Jan 17, 2018
Brand:
Vivo
Client:
Vivo
Agency:
Young & Rubicam-Brazil
Creative Vice President:
Rafael Pitanguy
Creative Director:
Laura Esteves
Creative Director:
Jorge Iervolino
Copywriter:
Leandro Lourenção
Copywriter:
Laura Esteves
Art Director:
Felipe Pavani
Art Director:
Rafa Oliveira
Client Services Team:
Leonardo Balbi
Client Services Team:
Tatiana Magliari
Client Services Team:
Maria Fernanda Laudisio
Client Services Team:
Fernanda Duca
Client:
Marina Daineze
Client:
Carolina Sierra
Client:
Mariana Prado
Client:
Raphael Mesquita
Client:
Wilson Farias
Client:
Laura Costa
Planning:
Paulo Vita
Planning:
Tatiana Tsukamoto
Planning:
Mariana Teixeira
Planning:
Yudi Nakaoka
Media:
Gustavo Gaion
Media:
Glaucia Montanha
Media:
Bruna Guise
Production Team:
Nicole Godoy
Production Team:
Camila Naito
Production Team:
Mariana Marinho
Production Team:
Anderson Rocha
Production Team:
Cléo Gonçalves
Production Team:
Mayara Araújo
Production Company:
Yourmama
Director:
Cassu
Executive Producer:
Mayra Auad
Executive Producer:
André Pinho
Executive Producer:
Fernando Carvalho
Line Producer:
João da Terra
Sales/Strategic Planning:
Maira Massullo
Assistant Director:
Filipe Francisquini
Director, Photography:
Pepe Mendes
Art Director:
Marines Mêncio
Production Director:
Latino
Post Production:
Clan VFX
Editor:
Daniela Guimarães
Finish:
Cristiane Caffaro
Sound Production Company:
Satlite udio
Sound Producer:
Roberto Coelho
Sound Producer:
Kito Siqueira
Client Services:
Fernanda Costa
Client Services:
Renata Costa
Singer:
Alma Thomas
Colorist:
Fernando Lui
Color:
Marla Colour Grading

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