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VIVO 4%

Overview

At the Tokyo 2020 Olympic Games, Vivo invites society to reflect on the low visibility of female sports in sports with the “4%” project. Highlighted in the campaign that was broadcast on national television, the film exemplifies the unequal proportion that exists between male and female coverage of sport.

THE 4% BOT

To start this movement to increase female visibility in olympic sports, Vivo also launched a bot on Twitter that, when tagged by a user in a tweet about the male sports world, it will respond to the publication with a suggestion for an article about women's sports produced by creators content and specialized profiles.

In total, there were thousands of interactions and followers on social media, as well as hundreds of news about women's sports being broadcast. The brand also had a partnership with more than ten profiles of content creators aimed at women in sport, as a way of impact the public that already follows the topic, in addition to using Vivo's strength and presence to amplify the work carried out by these professionals.

Credits
AGENCY

Soko

HEAD OF CREATIVE DATA

Felipe Simi

HEAD OF OPERATIONS

Brisa Vicente

Executive-director of creation

Rafael Ziggy

Leader of creative data

Isabela Marangoni

Planner

Ingo Martinho Silva

Editor

Doug Peroni

Art Direction

Lucas Noel
Raisa Almeida

Data scientist

Mayara Maia

Broadcaster leader

Wilaize Morais

Broadcasters

Laise Medeiros
Lina Mancuso

Account Leader

Renata Franchesi

Production

Tatiane Donatangelo

Dark Social Specialist

Igor Frossard

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