Secretaria da Saúde - "Couple in Love"

Escala Porto Alegre, Brazil

4535

Brand: Secretaria da Saúde
Country: Brazil

Advertiser: Governo do Estado do Rio Grande do Sul

Title	Couple in Love
Title (original language)	Paparazzo flagra casal in love na praia
Agency	Escala
Campaign	Couple in Love
Advertiser	Governo do Estado do Rio Grande do Sul
Brand	Secretaria da Saúde
Posted	March 2007
Product	Fight Against Dengue Fever
Business Sector	Disease Awareness, Support Groups & Associations
Tagline	The dengue mosquito reproduces in the water
Story	Two giant mosquitoes are making it on the water on a sandy beach, only to warn that the dengue mosquito reproduces in the water.
Philosophy	The solution was use the web (You Tube) in a viral way. The agency created a video that was actually a parody of a video made by some paparazzi also aired on You Tube that showed Brazilian TV-host and top model Daniela Cicarelli (ex-wife of soccer player Ronaldo) having sex on the beach with her new boyfriend. The original video was shown last September on You Tube, but deleted that same day. Even after the deletion the video was still available on various internet websites. Newspapers reported that computer networks crashed at stock markets in Brazil after many users tried to send and download the video. On September 27, Malzoni and Cicarelli were granted an injunction by Sao Paulo state supreme court against YouTube - and this led to an 24-hour suspension of You Tube in Brazil. The parody shows a very similar video, with the same scenes, but with a couple of mosquitos doing the same things everyone saw the model doing with the boyfriend on the beach. The final message says: "The dengue mosquito reproduces in water. Remove standing water from discarded tires and bottles. Put earth in flower pots. And don't forget to cover pools and water tanks."
Problem	Dengue fever is an infectious disease carried by mosquitoes. You can get dengue virus infections from the bite of an infected Aedes mosquito. Dengue gets more dangerous when it causes hemorrhaging; this form of Dengue can cause death. The best way to prevent dengue fever is to take special precautions to avoid contact with mosquitoes and get rid of areas where mosquitoes breed, such as standing water in flower pots, containers, birdbaths, discarded tires, etc. We had to communicate this to the general public in the south of Brazil, to prevent the dengue fever during this summer.
Result	In less than 20 days, the clips racked up about 700,000 views in the web, and gained a lot of repercussion in newspapers, TV stations and other spontaneous media, not only in the whole country, but internationally as well. Hence, the awareness of the way to prevent dengue was spread around the country with a minimal effort.
Media Type	Web Film
Length	120 seconds
Market	Brazil
Creative Director	Eduardo Axelrud
Advertising Manager	Alfredo Fedrizzi
Director	Marcello Lima
Copywriter	Vinicius Malinoski
Account Executive	Priscila Manjabosco
Agency Producer	Clelia Oliveira
Account Director	Marcia Sampaio
Art Director	Diego Wortmann
Music Company / Composer	Loop Reclame
Sound Production	Loop Reclame