THESE ADS WERE ON AIR AT THE SAME TIME WITH
BRAZIL'S LAST PRESIDENTIAL ELECTION CAMPAIGN.

The drug dealer is telling how in the last four years he has increased the number of
deaths in the country. With the support of the users, he promises to double the
number of violence acts. He appeals for the viewers to take more drugs so that drug
trafficking increases and so that he can export more. Voice Over: If you are on the
drug dealer’s side, violence will win. Partnership association against drugs.

The dealer talks about the many projects he has. He created the "Community Silence
Law" so that nobody would say anything about his drug trafficking. He also
developed the "Keep Children in Crime" program. He says that people need to use
more drugs so that he can continue to hit the target of all his projects. However, there
is a double meaning as he uses the word "projecties" (bullets) instead of projects:
“Than we could launch many other projecties; 400 projecties per minute” Voice Over:
If you are on the drug dealer’s side, violence will win. Partnership association
against drugs.

The drug dealer promises to reduce the cost of hired murder. He says that in order
to cover the cost, he will need to steal and kidnap more. He also points out that the
viewers need to take more dope. Voice Over: If you are on the drug dealer’s side,
violence will win. Partnership association against drugs.

The dealer is thankful to all of those who had used drugs to help him win the
preliminaries and to get him to the primary elections. Voice Over: If you are on
the drug dealer’s side, violence will win. Partnership association against drugs.






THE FATHER OF THE SILENCE LAW - The real “silence law” is very well known in Brazil. It means that in the residential neighborhoods people are not allowed to make noise after 22:00pm. Instead in the poster, the headline is referring to the slums' "silence law", witch means that nobody denounces any crimes to the police, because they are afraid of the consequences.






RAPES, STOLES, KILLS, BUT DELIVERS.





LARICA ZERO PROGRAME - ( "Larica" is a slang word for "weed hungry" ). One of the real candidates at the same time was promoting the “Hungry Zero Program”.





ACTION MARKETING: As well as the real political campaigns, we went out into the streets
to promote the fictional "Fifth candidate" figure. The action was produced in the same style as the real political campaigns were carried out. One of the most popular ways to promote the candidates
in Brazil is using a little brochure nicknamed as "santinho", which in Portuguese means, "little saint". People use the brochure to remind them of their candidate's number on the Election Day.

Headline: I'M NOT A LITTLE SAINT. - Backside: Do you want to give power to these men?
That’s what you do when you buy illegal drugs. You are acting exactly like a donator for the campaign of terror and violence, which is expanding in our country. Because of your joint many innocent lives are burned. Because of your cocaine many kids are sniffed into the drug trafficking business and will tomorrow be the new leaders. Think about it. Think how you getting high might have huge costs. Let’s erase this figure from our society. If you are on the drug dealer’s side, violence will win.





WEBSITE: Like the real candidates, the “Fifth Candidate” had all the promises he had given during the election and all the things he had accomplished before, listed on the website. On the site was also presented the campaign films and the other campaign materials.




CAMPAIGN PLAN AND EFFECTIVENESS: The campaign was run on TV, radio, and cinemas. It also included outdoor ads, posters, street marketing and Internet activities. The whole campaign was based on the same kind of media plan as the politicians were using for the real election campaigns. The campaign turned out to be very successful; it generated a lot of response in all the Brazilian States, free PR and countless discussions around the topic.

RECOGNITION: Silver at the Brazilian Association of Advertising /
4 merits at the Brazilian Creative Annual / Campaign featured at the TV program
INTERVALO "Breaktime" in Brazil.