James Pinto
Music Composer at Area 23, An IPG Health Company
New York, Stati Uniti
TitoloDesligue o Automático - Turn off the automatic
Agenzia
Campagna Turn off the automatic
Cliente São Paulo Art Biennial
Marca São Paulo Art Biennial
Data di Prima Diffusione/Publicazione 2018 / 9
Settore Enti/Istituzioni/Organizzazioni no-profit
Filosofia Algorithms have become so present in people's lives that they can influence hundreds of our decisions every day without even being noticed. With eyes fixed on smartphones, desktops, TVs, and other screens, people are impacted by mathematical formulas that help to create a strange pattern about movies or shows they watch, products they buy, and even some behaviors. Facing this sick scenario, how about to get out of the bubble?

In its 33th edition, the São Paulo Art Biennial – which takes place in the biggest city in Brazil until December 9, with free admission – invites you to reflect through the campaign "Turn off the automatic", created by Tech and Soul agency. Planned since March, the communication presents a film of great impact, with exhibition in prime time of TV; several pieces for print and out-of-home media; and geolocation strategy for those who are close to the event.

The main goal is to show people that by going to the Biennial, they will "turn off the automatic" after get inspired by seeing new things and broaden their horizons. In the end, they will regain the ability to decide for themselves, and not for data or technology, if they like something or not.
The "Turn off the Automatic" campaign film works with the tension of people "dominated" by the screens of their phones, instead of paying attention to their family during dinner, or to the way while driving their cars. The soundtrack emerges as a creative aspect that reinforces the power of technology and algorithms over those who are "in the bubble." In the end, calm images of the Biennial environment make a counterpoint and arouse interest in the event.

With broken smartphone screens as background, print and OOH ads bring messages that ask people to reflect about common habits by visiting the Biennial. In addition, platforms such as Waze, Facebook and Instagram compose a form of communication based on geolocation and algorithm intelligence, inviting people near Biennial – which takes place at the Ciccillo Matarazzo Pavilion, in Ibirapuera Park – to visit the greatest event of arts in Brazil.
Tipo di Media Televisione
Lunghezza
Creative Director
Art Director
Art Director
Copywriter
Copywriter
Copywriter
Copywriter
Account
Account
Account
Media
Media
RTV
Production
Client Approval
Client Approval
Client Approval
Production Company
Executive Producer
Film Director
Direttore della fotografia
Production Director
Film's Art Director
Color
Production Effects
Audio Production
Audio Producer
Audio Producer

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