Created by Publicis Brazil and produced by Zombie Studio, this animation short continues Bradesco’s fables of the fireflies that was a favorite among Brazilians and earned recognition at Cannes Lions. The new film stars Luna, a that does not light up and suffers for being different. Throughout the film, however, she gets the support of Vitinho, a boy with Down syndrome who helps her become a heroine, saving a group of fireflies that had been caught. “This campaign addresses the issue of inclusion in a very special way by showing that both Luna and Vitinho see things that other people cannot see and thus shine even brighter,” says Domênico Massareto, CCO of Publicis Brazil.
Titled In 2020, shine your own way, the piece is driven in part by Mariah Carey’s song “Hero,” performed by Brazilian singer and songwriter Ráae. From the briefing until its premiere, it took six months of work to bring the movie to life. To create the character Vitinho with maximum fidelity, the creative and production teams involved in the campaign were supported by medical specialists from the Center for Clinical Studies and Research (CEPEC-SP) and parents of children with Down syndrome. Physical and emotional characteristics as well as reactions, movements and expressions were tirelessly studied to bring the character to life.
Paulo Garcia of Zombie Studio directed the short, with Rodrigo Dutra and Bruno Monteiro serving as animation directors.
Credits
Client Bradesco Agency Publicis Brazil Domenico Massareto, chief creative officer; Gustavo Victorino, executive creative director; Paulo Aguiar, Rico Lins, creative directors; Rafael Campos, Bernardo Correa, associate creative directors; Lucas Pinheiro, Douglas Reis, Ricardo Sarno, art direction; Americo Vizer, Vitor Medrado, copywriting; Larissa Domingues, Elias Carmo, Pedro Furtado, William Rodrigues, Tiago Cordeiro, Gabriela Moura and Juan Perafan, creation integrated campaign; Renata Sayao, head of production; Daniela Harriz, Wellington Inacio, production. Production Zombie Studio, Sao Paulo, Brazil Paulo Garcia, director; Natalia Gouvea, exec producer; Marcelo Garcia, artistic direction; Daniel Salles, Natalia Mamede, creative direction; Rodrigo Dutra, Bruno Monteiro, animation directors; Yohann da Geb, Issac, Buzzola e Wallan Oliveira, CGI team; Andre Carvalho, producer; Isaac Buzzola, supervision. Sound Production Satellite Audio Roberto Coelho, Kito Siqueira, Hurso Ambrifi e Daniel Iasbeck, general direction; Roberto Coelho, Kito Siqueira, Hurso Ambrifi, Daniel Iasbeck, Mike Vlcek, Thiago Colli, Charly Coombes, Helton Oliveira e Ian Sierra, sound producers; Ricardo Bertran, Celso Moretti, Carla Cornea, Ian Sierra e Isadora Penna, finalization; Ana Cordeiro, Mariana Tardelli e Rafa Oliveira, production coordination; Renan Marques, general assistant.
With one in five Brits (22%) experiencing a fraud attempt every single week, telecommunications company O2 and VCCP London’s AI creative agency faith have launched what's billed as a first-of-its-kind campaign to fight back against scammers.
At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI character designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.
The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. While anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers’ own biases, Daisy became the perfect scambaiter.
Phoney fraudsters--including many posing as some of the UK’s most trusted businesses--thought they’d got their hands on an easy target, but Daisy has been beating them at their own horrible game, answering scam calls and wasting scammers calls as part of an awareness campaign which exposes fraudsters tricks and tactics and offers top tips on how to avoid scammers.
Daisy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24/7, and over the course of many hours of scam calls she’s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details.
O2 and faith worked with leading U.K. scambaiter Jim... Read More
