Brazil has struggled for many years with corruption scandals and now, when hosting the G20 for the first time, it has failed to prioritise this topic and break the vicious cycle. So Transparency International, the global movement to end the injustice of corruption, and Innocean Berlin have put corruption on the agenda with an attention-grabbing paragliding stunt at this year’s G20 summit at one of the city’s most famous beaches in Rio de Janeiro
The campaign, Money Gliders, kicked off on Friday, November 15. Six paragliders, all printed to look like dollar bills, flew over Rio de Janeiro, navigating huge monuments including the famous 30-metre high Christ the Redeemer statue, and landed on Barra da Tijuca Beach on a banner reading, “How obvious should corruption be before it’s a G20 priority?”
Following on from the guerilla activity, INNOCEAN Berlin launched a campaign film on November 18, highlighting Transparency International’s concerns, with the aim of getting a wider audience to support its #G20TakeAction campaign. It features the “Money Gliders”, including footage shot by the pilots themselves, and how the gliders were made.
The campaign was triggered by Transparency International’s frustration at successive G20 Summits failing to treat the issue as a high priority. The organisation argues that all of G20’s goals – including sustainability and economic growth – are undermined by corruption, which costs the global economy US$3.6 trillion annually.
INNOCEAN Berlin collaborated with local partners on the campaign. The specially printed gliders and beach banner were produced by Mídias Inovadoras, which specialises in what it calls “paramedia”, while the film was made in partnership with Corazon Filmes and Handmaker, both part of the FCM Group.
Maíra Martini, head of policy and advocacy at Transparency International, stated, “Dirty money puts sustainable development at risk but once again corruption is being given the silo-treatment and pushed to the margins of the G20 agenda. So we briefed INNOCEAN Berlin with creating a stunt that would be impossible to ignore – and with ‘Money Gliders’ they’ve done an amazing job.”
Gabriel Mattar, chief creative officer at INNOCEAN Berlin, added, “Transparency International’s brief was to make corruption visible in a way that can’t be ignored, just like the impact it has on all of our lives. The Money Gliders, like dollar bills raining down from the sky, struck us as a powerful symbol of how pervasive dirty money is. We’re very proud to help Transparency International deliver such an urgent message ahead of the G20 summit.”
Credits
Client: Transparency International
Interim Head of Policy & Advocacy:Maíra Martini,
Campaigns Lead: Eka Rostomashvili
Policy & Advocacy Coordinator: Hugh Jorgensen
Communications Coordinator: Holly Poulsen
Communications Manager: Javier Villaraco
Communications & Engagement Manager: Henrique Bronzoni
Editorial Coordinator Johanna Nublat
Advertising Agency: INNOCEAN Berlin
Chief Creative Officer: Gabriel Mattar
Executive Creative Director: Ricardo Wolff
Head of Production: Fabian Barz
Head of Art: Maso Heck
Copywriter: Giovanna Ribeiro Pereira
Junior Copywriter: Axel Fonteyne
Junior Art Director: Ana Madalena Marques
Senior Strategist: Odile Breffa
Strategist: Molly Snowden
Head of Capacity Management: Paulina Gonzalez
Senior Account Manager: Ketevan Kavlashvili
Account Director: Anna Moskalenko
Supervisor: Don Carlos
Music Production Company: DaHouse Audio
Music Producer: Wonder Bettin, Lucas Mayer, Silvinho Erne
Production: Handmaker Brazil, Mi Technologias Para Eventos
PR Agency: Persuasion Communications
Content Creators: Charles Merlin & Alexandria Baetol
