It's not often that I feel the urge to present case studies on here. This type of work is presented in the magazine in the Digital section and surated by varying guest judges, handpicked experts in all things "digital." When, however, Pedro Rosas, Senior Copywriter at Grey Brasil, Sao Paulo, brought the Miles for the People project to my attention I was quite amazed. Only five years ago, in 2015, "Senior Copywriter" Pedro Rosas, along with his team mate Rogerio de Castro of Miami Ad School Brasil garnered our Lürzer's Archive Student of the Year Award. Paulo has since landed a number of print campaigns in Archive magazine. I was so pleased when I got to see Miles for the People, I wanted to share this project by Grey Brasil with you.
The story goes like this: Brasília, the capital of Brazil, was created 60 years ago to be the base of Congress. That's why almost none of the congressman actually live there. Every week, 600 politicians go and return from their hometowns to the capital city. This means they embark on almost 5,000 trips a week. That's U$ 15 million a year. All on the taxpayers' expense. Approximately 28 million miles are accrued in mileage programs. The guys at Grey found that if those tickets were bought with public money, these miles should belong to the people too. So Miles for the People was born to set this right. Underthe creative leadership of Adriano Matos (CCO Grey Brasil) Pedro and Augusto Correia (Senior Art Director) created a platform where people who really need to fly but cannot afford it. People without financial means urgently need to have surgery or treatments, to participate in sports competitions, or to present scientific theses, or join universities. All proven by documents and then reviewed by a board of lawyers at Reclame Aqui. To recover the miles for the people, we went after the politicians in Congress. Next, they used the immense online engagement base of Reclame Aqui (the number one consumer-protection company in Brazil which has approx. 900,000 visits on its website everyday) to put pressure on them. And it worked!
Any Brazilian can request his/her miles, justifying the relevant reasons for the trip.The applicant must send the documents proving his/her need to travel (for example: exams and certificates in the case of surgery). A thorough screening is then done by the Reclame Aqui lawyers, checking the veracity of the documents and the need for travel. Cases are ranked based on urgency, health cases have priority, regardless of when the miles were requested. The politician who has enough miles to make the trip feasible will issue a ticket in the name of the person who requested the passenger then receives a notification on their mobile phone with the relevant boarding pass.
Since I don't have much tolerance with these "new" forms of advertising that require case films to be understood – frankly, I get bored watching them and their often preposterous claims –, I humbly suggested to our next digital curator (for Vol. 4-19), Darre van Dijk, Chief Creative Officer, TBWA/Neboko, Amsterdam to have a look and tell me what he thought. His reply confirmed my decision to share this project with you on here.: "This is insanely good. Could be Grand Prix. Power to the people and changing the law is next level."
Credits: Agency: Grey Brasil, Sao Paulo CCO: Adriano Matos ECD: Bruno Brux Creative Director: Marcelo Bruzzesi Art Director: Augusto Correia Copywriter: Pedro Rosas
Client: Reclame Aqui Ad Agency: Grey Brasil, Sao Paulo. Creative Directors: Adriano Matos, Bruno Brux, Marcelo Bruzzesi. Art Director: Augusto Correia. Copywriter: Pedro Rosas. Production Company: Intergrated.
Augusto Correia (Senior Art Director) / Adriano Matos (CCO Grey Brasil) / Pedro Rosas (Senior Copywriter) of Grey Brasil, Sao Paulo.
The ad that won Rogerio De Castro and Pedro Rosas the Student of the Year Award in 2015.
A recent print ad for Ype washing detergent, featuring in Lürzer's Archive 3-19, to be published a week from now. Ageny: Neogama, São Paulo; CDs: Alexandre Gama, Marcio Ribas, Fabio Mozeli; ADs: José Pedro Bortolini, Savio Hatherly, Michel Morem, Gabriel Marcondes; CWs: Pedro Rosas, Bruno Dias; Image: Estúdio Ícone, Rio de Janeiro