Cannes Lions

Absurd Promises

VML, Buenos Aires / ASDRA / 2024

Awards:

1 Gold Cannes Lions
1 Bronze Cannes Lions
4 Shortlisted Cannes Lions
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Case Film
Supporting Content

Overview

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Credits

Overview

Background

Although Down syndrome is an irreversible genetic disorder, in Argentina people with this condition are obliged to renew their disability certificate ONCE A YEAR. An old law, absurd and intentionally ignored by politicians.

In 2023, there were presidential elections in Argentina. And although more than 27 politicians ran as candidates, none of them included disability among their campaign proposals. On the contrary, they chose proposals that were demagogic, complicated and above all impossible to fulfill.

We needed to find a way to make people with Down syndrome part of the political agenda. And the time to do it was the presidential debate.

Idea

For the first time, we set out to analyze the candidates' proposals live and demonstrate how difficult they were to implement.

To do so, we developed an indicator capable of measuring in real time the difficulty of implementing them. And during the first electoral debate, and in front of millions of people, we tested it.

This way, we compared the complexity of what the politicians were promising with our simple demand: a new disability law.

Strategy

Through data analysis and a work in partnership with economists, political scientists, lawyers and journalists, we developed our complexity index, an indicator capable of measuring the difficulty of implementing each candidate's proposals.

Using variables such as time, money and number of steps to develop each proposal, we took advantage of the first presidential debate to quantify the difficulty of implementation.

The results were tweeted in real time, showing in percentages how complicated or even impossible it would be to carry out the campaign promises. And we compared them with our proposal, which is much easier to implement: creating a new disability law.

Execution

Given that politicians use presidential debates to launch their campaign promises in front of millions of people, we decided to analyse them live and demonstrate how difficult they are to implement.

To do this, we developed an indicator capable of measuring in seconds the difficulty of implementing them and quantifying them as a percentage.

The results were tweeted in real time, showing the candidates and showing in percentages how complicated or even impossible it would be to carry out each of their campaign promises. And we compared them with our proposal, a much simpler and more concrete one to implement: to create a new disability law.

Outcome

With a very limited budget, we managed to attract the attention of society and the media during the 4 hours of the presidential debate.

Our claim reached the candidates, and also the Argentinean Congress.

In record time, this new disability law was approved and implemented throughout the country. More than 5 million people were impacted thanks to our proposal.

And 100% of people with Down syndrome will no longer have to renew their disability certificate, and their rights will be recognized throughout their lives.

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