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PROBLEM TO SOLVE / CONTEXT
Dengue fever is an infectious disease carried by mosquitoes. It can sometimes lead to death. The best way to avoid dengue fever is to clear the areas where mosquitoes breed, such as still water in flower pots, containers, birdbaths,
old tires, etc. Our goal was to communicate this to the general public in the south of Brazil, to prevent the dengue fever during this summer.
AGENCY SOLUTION
In order to fight the virus, we decided to be viral too.
The agency created a parody of a YouTube video that showed the brazilian TV-host and top model Daniela Cicarelli (former wife of soccer player Ronaldo) having sex on the beach with her new boyfriend. The original video, made by paparazzi,
had so much impact that YouTube users in Brazil jumped
from 2,6 million to 4 million in September 2006, and the newspapers considered that it was due to Cicarelli´s video. On january 5th, Cicarelli and her boyfriend were granted
an injunction by São Paulo state supreme court against
the site - and this led to a 24-hour suspension of YouTube
in Brazil. All this buzz inspired us to create our version of the video, using the same scenes - but this time with mosquitoes doing everything the model did with her boyfriend. The final message states: "The dengue mosquito reproduces in water." This video was aired only on the internet, on the same site people had seen the original video: YouTube.
RESULTS
In only a month, the clip's racked up more than 1 million views in the web, and gained a lot of repercussion
in newspapers, TV stations and other spontaneous media,
not only in Brazil but internationally as well. It was charted
at 6th place on The Viral Chart, a site that ranks viral ads globally. Hence, the awareness of the ways to prevent dengue was spread around the country with a minimal effort.
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