Forbes Magazine: Ricky Brasil by Ogilvy & Mather Brazil
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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