Cannes Lions

The Next Step Project

AGÊNCIA TUDO, Sao Paulo / LIBBS / 2018

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Overview

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OVERVIEW

Description

According to experts, body movement is a great way of preventing and helping people with depression. So, we chose the dance and created The Next Step, a dance show starred by 40 ordinary people suffering from depression. The show became an 8 minutes documentary with the story of one of the participants and later a photographic exhibition.

Execution

To start the process, in March, 2017, we invited a renowned choreographer to put together a dance show. 1200 ordinary people with different stages of depression signed up to be part of it. In June, forty of them were chosen followed by 4 months of rehearsal.

In October, 2017, the group debuts in a theater in São Paulo, with sold out tickets for every day of the show

The whole project was transformed into a documentary

with the story of one of the participants and later a photographic exhibition, with some of the dance show participants, portraying the search for the cure of depression, through dancing and photography.

Outcome

The Next Step Project drew so much attention that was even transformed in a Health Reality Show on one of the biggest TV station in the world, featuring a journalist who has suffered from depression in the past. As a result, we had more than US$ 2.5 million in spontaneous media and reached more than 77 million people. On the social networks, in only 9 days of the documentary's official post, the numbers achieved were more than 1.200.000 views no Facebook and YouTube, 2.231 new likes on Libbs Facebook page and 3.816.653 impacts on Facebook

In addition, the project had more than 60 spontaneous articles on majors magazines and newspapers, 45 online articles in the main portals, and interviews on radio and TV stations.

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