| Title | Paywall Down (112s) |
| Brief | Paywall Down is an unprecedented action in partnership with the largest communication group in Brazil to take down all paywalls for articles about harassment. Investment in advertising has turned into investment in information.L'Oréal Paris paid to tear down all paywalls so the entire population would have free access to all stories about harassment.Information circulates freely to combat fake news and educate the population against the growing harassment culture in the country.An idea that served Brazil in this context but that can serve the world with different themes. |
| Agency |
WMcCann
|
| Campaign |
Paywall Down
|
| Advertiser |
L'Oréal
|
| Brand |
L'Oréal
|
| Posted | November 2022 |
| Business Sector | Hygiene & Personal Care Products
|
| Story | Paywall Down is an unprecedented action in partnership with the largest communication group in Brazil to take down all paywalls for articles about harassment. Investment in advertising has turned into investment in information.L'Oréal Paris paid to tear down all paywalls so the entire population would have free access to all stories about harassment.Information circulates freely to combat fake news and educate the population against the growing harassment culture in the country.An idea that served Brazil in this context but that can serve the world with different themes. |
| Media Type |
Digital
|
| Executive Chairman |
Hugo Rodrigues
|
| Chief Executive Officer (CEO) |
André França
|
| CCO |
Mariana Sá
|
| Executive VP |
Marcio Borges
|
| Creative Director |
Ricardo Weitsman
|
| Associate Creative Director |
João Resende
|
| Art Director |
Bruno Mukai
|
| Art Director |
Ana Rocha
|
| Copywriter |
Andrea Lobato
|
| Copywriter |
Humberto Nogueira
|
| Copywriter |
Igor Pontes
|