The Art of Waiting
Reclame Aqui
Issue 36 | September 2015
Agency
Grey Brazil
Creative Team
Chief Creative Officer Rodrigo Jatene Creative Director Federico Russi Creative Team Lucas Heck Eduardo Nose Federico Russi Graffiti Artist Vermelho
Other Credits
Client Felipe Paniago Account Team Sylvia Panico Vivianne Brafmann
Date
June 2015
Background
Reclame Aqui was Brazil's leading consumer protection group with more than 15m users of its platforms each month and 7m complaints. Most of the grievances were about the difficulties of cancelling a contract with the major Brazilian service providers. This could take hours, days, even months.
Idea
To bring to life the thought 'Your customers' time is worth more than you think', the graffiti artist Vermelho set himself up outside three of the worst offending companies. He called them to cancel his cellphone/internet/cable TV contracts and began painting the moment they put him on hold.
The art that he created while he waited became posters, ads and content on social media.
Results
'Art of Waiting' inspired the drafting of a new law: now people were able to cancel services automatically in less than 5 minutes.
Our Thoughts
Here’s a pressure group applying pressure, beautifully. If there was a category at Cannes for Behavioural Economics (and even though there are 20 categories already, they must be thinking about it) then this would be a winner. Rather than giving in to anger, how much more effective it is to be subversive with a smile.