It’s hard to trust any of Brazil’s politicians. That’s because the country finds itself in a continuous corruption scandal, and in such unstable political background, people find it hard to figure out who are the ‘good’ ones and who fight just for their own interests. To give Brazil’s vast population a clue about who the dishonest politicians are, Grey Brazil—together with its client Reclame Aqui—developed a clever plug-in about a year ago. Suggestively titled the “Color of Corruption,” the online tool colors in bright purple the name of every corrupted politician.
Given this scenario, it’s no wonder that 94% of the Brazilian inhabitants do not feel that the country’s Congress represents them, a feeling that grows even stronger amongst the young audience. With the elections just around the corner, October 2018, and even with the plug-in at their hand, Brazilians still can’t figure out who to pick for their new president, senators, federal and state deputies, governors, and vice governors. But MTV Brasil‘s latest initiative in partnership with ad agency Africa is here to shed some light and help young Brazilians understand who-is-who and what-is-what on the political scene.
To help the country’s citizens know with who they are dealing with, the two partners contoured a virtual character, Mr. Congressman himself, and let it roam free on the internet. And just like that, the voters can now stand face-to-face with Brazil’s 513 congressmen and ask their most burning question regarding the country’s current and future situation.
Mr. Congressman is supported by IBM’s Watson and borrows features from the personality of the 513 congressmen. The character came to life after the AI documented, read, and analyzed four years of interviews, articles, news, and Congress sessions that unfolded in the state’s capital city, all by itself.
After the long ‘documenting stage’, the bot successfully came up with its own opinion on several themes. But the artificial statesman did not only borrow the politicians’ ideas. Its appearance freakishly resembles an average politician. Oh, and let’s not forget… its voice is also based on the average tone found in the Congress.
The Sao Paolo-based agency is responsible for this new entity that awaits its audience on its own online platform, www.srdeputado.com.br. To get their answers, the public only needs to ask Mr. Congressman some questions and then wait for the bot’s opinion. Bear in mind that there are thousands of variations of answers.
Also, the AI works best in Portuguese but the agency created it in such manner that it can answer questions in English too. First, it is important to select the language and an automatic translator will give you the answers you’re waiting for. Please note that the translation might not come out perfectly when using the English version.
Mr. Congressman was brought to life to make people aware of the politicians that represent them. As a part of the MTV Brasil initiative, the tool is hoped to make people discover new constituents and set dishonesty apart from dignity. “The first step to choose those who will represent us is to think about who these people are, what they actually do for the country and not only what they promise to accomplish,” says Tiago Worcman, MTV’s Brand Manager in Latin America. He also hopes that the project “proposes a new way to relate to politics.” Let us know what you would ask your own Mr. Congressman in the comments!
Credits:
Project: Mr. Congressman
Client: MTV Brasil
Product: Institutional
Agency: Africa
CCO: Sergio Gordilho
Creative Director: Sergio Gordilho
Head of Art: Bruno Valença
Copywriter: Tiago Abreu
Art Director: Linus Oura
Designer: Matteus Faria
Special Projects: Monique Lima / Juliana Mendonca / Fernanda Segura / Julia Newman / Isabela Levy
Technology/Digital Production: Nexo
Illustration/3D: Romeu&Julieta Estudio
Art Buyer: Carmen Castillo / Natasha Latronico
Print Production: Carla Lustosa /Fernanda Badan
Illustrator: Fernanda Freitas Martinez (NORTE)
Client Services: Monique Lima / Juliana Mendonca / Fernanda Segura / Julia Newman
Broadcast Production: Rodrigo Ferrari and Patricia Melito
Production Company: Walk in/ NotoriousFilms
Director: Stefano Capuzzi Lapietra/ Mauricio Nahas
Executive Producer: Fernando Machado
D.O.P.: Stefano Capuzzi Lapietra
Editing: Cadu Silveira
Post-production: Instiga Filmes
Motion Designer: Daniel Almeida / Sussa
Sound Design: Antfood
Soundtrack: Lou Schmidt / Pedro Curvello