The Drum Awards for Marketing - Extended Deadline

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Date: Apr 2018
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Corruption in Brazil is a multi-billion-dollar business. Officers involved with the ‘Operaçao Lava Jato’ (Operation Car Wash) estimate that resources lost to local bribery schemes amount to roughly US $61bn a year. If the sum ended up in the hands of a single individual, he would hold the eighth largest fortune in the world, according to Forbes World’s Billionaires List 2018.

But what would the identity of this Brazilian 'billionaire' be? His bodily features? His opinions? To raise public awareness to the size of corruption in Brazil and join in the fight against it, magazine Forbes Brazil and technology companies Nexo and Notan have employed artificial intelligence to attempt to vividly depict the ‘face’ and personality of Brazilian corruption. Along with the face itself and its features, our machine-learning device took the experiment one step further and pointed out personality traits associated with this person, called Mr. Ricky Brasil – a reference to Brazil’s billion-dollar corruption.

The project leading to Mr. Ricky Brasil began over ten months ago, with extensive research into the interviews and official depositions of some of the main convicts during operations Mensalão and Car Wash. With this content plus local media reports, statements, interviews, books and even political propaganda – being fed into the system, artificial intelligence could cross-check information and finally produce an algorithm with what is believed to be the closest portrayal of Mr. Ricky Brasil, an AI that can answer questions and talk about various subjects.

Credits

Agency: Ogilvy Brazil

Title: Ricky Brasil

Product: Institucional

Client: Forbes

CEO Ogilvy Group Brazil: Fernando Musa

Chief Creative Officer: Claudio Lima

ECD: Félix del Valle

Creative Director: Eduardo Doss, Guiga Giacomo

Art Director: Paulo Engler

Copywriter: Mariana Albuquerque

Planning: Daniel De Tomazo

Operations Director: Daniel Martins

Project Director: Priscilla Saikai

Project Manning: Beto Campos

UXD: Flávia Goulart, Caroline Salles, Alexander Schevtschenko

Producer: Patricia Silveira

Media: Paulo Ferreira

Account: Juliana Fernandes

Video editor: Deydson Rocha

Motion Design: Thiago Bancaro, Marina Carrijo, Ederson Vendramini

Consulting (journalist): Regiane de Oliveira

Client Approval: Antonio Camarotti

Production House: Trator Filmes

Director: Vinicius Colé

Executive Director: Gabriela Lemos e Armando Ruivo

Photography: Vinicius Colé

Producer: Eduardo Saraiva

Sound Producer: Evil Twin

Music: Andre Faria, Murilo Faria, Andre Faria, Murilo Faria e Yuri Chix

Technology: Nexo

Team: Luiz Carvalho, Diego Figueredo, Ariane Camilla, Juliana Marques

Post Production: Stratostorm

3D: Alan Prado

Motion Designer: Kaio Cruz

Compositor: Igor Sacilotto

Image: Estúdio Notan

CGI: Marcos Sampaio