Cannes Lions
LA FACULTAD, Quito / ECUADOR GOVERNMENT / 2013
Awards:
Overview
Entries
Credits
Description
Thousands of opportunities that the government implemented for the Ecuadorian youth were not being used due to the lack of interest of young people in political issues.
To get their attention, within 24 hours, 34 official state websites were hacked with the logo of an anonymous group: Evolucionarios, who represent the spirit of the youth to bring good news from the government, but without the government speaking directly.
The day of the hacking Evolucionarios became a trend topic in social networks and turned into a lead story in several newspapers in Ecuador and the around the World.
Even the government opposition supported Evolucionarios.
$ 9.000 of investment = $ 75,000 of free press in one day.
Two days later, Anononymous hacked us and we became again a trend topic in social Networks.
9,000,000 viral reach users
In January, the Ecuadorian government made Evolucionarios an official state entity and became a direct channel for people to access opportunities through social networking and solve obstacles between the citizens and the Ministries and Embassies.
Today many scholarships, loans, festivals, activities and opportunities are fully used.
Execution
November 26, 2012.
Within 24 hours, 34 official state websites were hacked with the logo of an anonymous group: EVOLUCIONARIOS, generating a lot of noise in social networks and the media.
EVOLUCIONARIOS represent the spirit of the youth to bring good news from the government, but without the government speaking directly.
We took advantage of the media coverage to bring thousands of young people to our fanpage. At the end of the day we revealed who we were, launched our complete campaing with tv spots and outdoor; and began to communicate about all the opportunities provided by the government.
Outcome
We managed to catch the attention of young people in and outside the country, involving them with the initiatives of the state. We became a means of communication which housed people that are for and against the government who found solutions and support, feeling heard. When becoming a back and forth form of media,we found failures in the government services that we were able to rectify. Today we are a source of advice, opinion leaders and the best link between young people and the state.