Crack afflicts over 2 million people in Brazil.

Our challenge: create a campaign that would warn young people about the dangers of this drug and prevent them from trying it.

We used a theme beloved by the target audience: zombies.

We thought, “What if we made a video about zombies that showed the true origin of this epidemic?” We put up posters in movie theatres and released a trailer in theaters and online announcing the first zombie movie produced in Brazil. A movie that would show the origin of zombies: "Zombie – The Origin"

Days later, with great expectation from the public, we launched a 7-minute video in movie theatres and on the Internet revealing the true origin of real-life zombies: crack.

We used a theme from the target-audience’s universe to encourage them to seek out more information. The campaign had great success on portals and blogs targeted at Brazilian and foreign audiences.

Brazil’s 40 most prominent bloggers for this target audience endorsed the campaign, “zombified” their websites and developed videos about the theme. After these celebrities joined the campaign, its reach expanded, helping the message reach millions of people.

In 48 hours, the video was among YouTube Brazil’s top 10 trending videos and had become the world’s most relevant video within YouTube’s “Activism” category.

The campaign reached 141 countries, was shared 578,360 times on Facebook, was mentioned 16,665,600 times on Twitter and became a trending topic in 9 Brazilian cities.

We created an information epidemic to combat the crack epidemic.

First, we created fictitious names, logos and websites of American production companies in order to lend credibility to the trailer.

We produced the trailer in partnership with one of Brazil’s best production companies, O2 Films, contacted the main influencers of the target audience in Brazil and partnered with Brazil’s largest movie theatre chain, Cinemark, to show the trailer and, subsequently, the video.

We created posters with fictitious characters before launching the video on the communication channels.

After the teaser, we debuted, online and in movie theatres, the informative video about the dangers of crack.

In the meantime, influencers produced and posted online videos about the theme and zombified their websites, while dozens of websites and blogs endorsed the campaign.

For a week, we “zombified” the Brazilian Internet and achieved over 3.5 million views.

Positive Mentions: 98,3%. (tracking by scup)

Twitter: 16.665.600 mentions. (tracking by scup)

Facebook: 578.360 shares.

Twitter: Trending topic in 9 Brazilian cities.

Youtube Brazil: Top 10 in 48 hours.

Youtube: Most relevant video in the world among top videos - Activism Category.

Youtube: 3,5 million views. (All videos in the case, from the original to the fan made movies).

46.260 embeds in websites.

Watched minutes of the original film (7 minutes) - 1.511.914