Terra VIP
Terra Networks
Issue 28 | September 2013
Agency
DDB Brasil
Creative Team
Executive Creative Director: Marco Versolato Creative Directors: Andre Faria, Gustavo Victorino Convergent Director: Joca Guanaes Copywriters: Caio Mattoso, Marcelo Pascoa, Ricardo Salgado Art Directors: Rodrigo Mendes, Rafael Voltolino
Other Credits
Project Director: Denis Gustavo, Cristiane Rojas Production Director: Marianna Sanches Agency Producer: Jaqueline Couto Digital Production Company: Cricketdesign Produtora de imagem: Delicatessen Filmes Other credits: Gilson Rodrigues, Presidente da Uniao dos Moradores e do Comercio de Paraisopolis Account Supervisor: Roni Cunha Bueno
Date
May 2013
Background
To access the Internet and private contents on the Internet in public spaces requires more caution and twice as much attention from the users. In hot spots and Internet Cafes, due to the way the computers are laid out - side by side – those who need to use the web to check emails, online banking, their social networks or even search for something more personal, end up having no privacy.
Thinking about how hard it was for those people to have privacy, Terra – one of the world’s main digital media companies. – once again innovates and launches the V.I.P. project in the Paraisopolis slums in São Paulo – Protected View of the Internet. The action that was backed by DDB Brasil promotes the “democratization of privacy”: a new way to access the Internet in public spaces.
Idea
Terra installed specially adapted computers in Paraisopolis’ centers, so no one but the user could see what was on the computer screen By removing a film from the LCD screens, the computers featured a 100% white screen and its contents could only be seen when the user put on special goggles made of the same material as that of the film.
“Terra wanted to deliver the best Internet experience to all users, regardless of where they would access it from, and privacy is certainly part of the experience. Accessing bank transactions, searching for private information or solving confidential problems without hassle may seem trivial for those who have free access to the web. But doing all that without privacy is very hard. That’s why we designed this project for the users of community centers, so that they could explore the best the Internet has to offer with complete freedom” comment by Terra’s CEO Roni Cunha Bueno
For the initiative the company donated and installed ten machines, in addition to the goggles, in five community centers that, today, rely on more than 400 registered users and an average of 5 thousand monthly accesses.