• Anna Paula Goncalves

If Corruption Had A Face

Forbes Brasil x Ogilvy Brazil x Nexo x Notan


Here's one way to put a face on it:


Corruption has and continues to infiltrate. Some countries, though, feel the grunt of it more than others. Like, Brazil. In comes Forbes Magazine Brasil and Ogilvy, bringing light through Artificial Intelligence with the creation of the scapegoat: Ric Brazil -- a fictional [billionaire] character that would have been ranked #8 on a Forbes Billionaire List this year with his worth of US$ 61 billion in assets.



This is why I'm a fan:


Simple. Forbes took a moral stand. And a powerful brand with an influential platform taking a stand against powerful men IS powerful.


So, who is Ric Brazil?


With help from tech companies Nexo and Notan, corruption received a face. It's what a US$ 61 billionaire would look like given traits and habits, from past individuals involved in scandals. Apparently, Ric is a composite of what corruption has looked like in Brazil from two of the biggest investigations: Operaçao Lava Jato (Operation Car Wash) and the Mensalão Scandal.


Here's Claudio Lima, Chief Creative Officer of Ogilvy Brazil with what drove the depiction of corruption through a face:


“The idea behind Mr. Ric Brazil is to put Brazilian corruption figures into perspective. The Forbes List is a major tool to help understand a billionaire’s net worth. Therefore, showing that corruption can generate so large a fortune is the best way the magazine has to fight the issue.”


Forbes Brazil took a stand against corruption and it positioned itself as a brand that isn't focused on financial value, but on values, period. And through this campaign, it's raising awareness of the seriousness behind this ongoing issue around the world. It also serves as a way to value people who do business with a moral compass, while also those who don't allow themselves to be tempted into corrupt practices.


You can see more of Ric Brazil -- the person who’d be one of the most powerful figures in the country (if he existed, and in a way, he does) -- debuting in the magazine's April 16th edition.


And Forbes isn't stopping at AI. They want to expose the real life Rics from here on out, in a very "exposed" kind of way:


Those being highlighted in Forbes' famous list of wealthy individuals who are under investigation for "corruption, racketeering, fraudulent capital flight or serious bribery offenses" will now be marked with a note describing the investigation.


Talk about committing to what's right and just, Forbes. I like it.


Sources: Adweek, Forbes Magazine's YouTube Channel

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