2018 / Cannes Lions / Silver / Print & Publishing
These days, the most important issue in Peru is the corruption problem.
The Lava Jato Case showed that the country´s political class is absolutely corrupted.
On March 21, President Kuczynski resigned as president of the country after the appearance of videos that accused him of acts of corruption a and connection to the Lava Jato case.
But the day after the fall of the government, the most important hashtag in the country was #albumpanini
After 36 years, Peru this year returns to a world soccer cup, and that has made the Peruvians not take this problem in its real magnitude.
How to take advantage of this situation to make Peruvians aware of this terrible problem?
That´s why Utero.pe created the Lava Jato album.
The idea was to create a collection of trading cards similar to those of the panini album but with all the politicians who are involved in problems and legal suits for corruption.
These trading cards were infiltrated in card exchange events that are immense in the country.
In addition, albums were distributed so that people can generate their own selection of cards.
Each of the trading cards came with the statistics of each character and with an important message:
This character belongs to a collection that should not continue to increase.
Let's stop collecting corrupt politicians.
In addition, we also made an online version so that people could create their own characters and so they could report them.
The people who stopped giving importance to the political issue of the country and concentrated more on collecting the album were shortly in key spaces.
There are card exchange events that are giant and multitudinous, where thousands of people gather every day, in these places we found all our audience.
There, we found them strategically and we surprised them and leaving them in shock when they realized the importance of focusing in the political issues of the country.
The implementation had several stages.
The first stage consisted in a time of research and analysis of data to find all the politicians who were questioned and investigated for corruption issues in the Lava Jato case.
Then came the design, development and printing of the album and the trading cards.
300,000 trading cards were printed and distributed in exchange events.
This was accompanied by an online video that was quickly shared in social media.
After thousands of videos created by people were uploaded to social media participating in the campaign.