The Drum Awards for Marketing - Extended Deadline

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Agency: Artplan
Date: Jun 2019
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Fake news has become a major issue worldwide. It’s capable of driving nations’ political paths and influencing elections.

And to help fight this phenomenon, Brazilian agency Artplan and Metro Newspaper turned to technology.

We all know captcha, that tool designed to check if you are a robot. But, at Metro’s website, it was redesigned. Instead of selecting random images, the user must select which image has a piece of fake news. After the answer, a brief explanation with the true fact appears and the user can move on to comment. Every day, a different piece of fake news was shown, keeping readers up to date.

“Journalism is the true guardian of the truth. And everything that can be done to fight fake news is important” says Cláudio Bianchini, Brazil’s Metro president. Zico Farina, Artplan’s creative director adds that “using technology is the best way to fight fake news. And being able to redesign a tool like captcha is a way to use the system at our favor.”

Credits

Advertising Agency: Artplan, São Paulo, Brazil

Creative Director: Zico Farina, Marcos Abrucio

Art Director: Ary Nogueira

Copywriter: Rafael Pascarella

Customer Relation Management: Luiz Villano

Production Management: Clariana Regiani

RTVC: Karoline Justino, Patricia Oliva

Production: Bruno Werner

Customer Approval: Cláudio Bianchini, Luiz Rivoiro

Producer: Bossa Nova Films

Director of scene: Chico Gomes

Executive Producer: Eduardo Tibiriça, Sandra Othon

Assembly and Finish: Sefora Rios / Pluma

Production Coordination: Valquiria Pacheco

Customer Relation: Dani Harriz, Kiska Kaysel

Sound Production: Cabaret