[Music]
Good night people, how are you? I’m fine.
to tell you about how I
I believe that communication can
transform the world into a very
better and I know it’s well out of
believe this once the propaganda
one of the main tools of this
exaggerated capitalism that brought the world
with the status he is in today
But I believe so much that I’m going to tell
so much so that you challenge the challenge
even the most pessimistic of you to
a conversation because the birth of a
basic principle that deep down there
deep down, we do not want the
whole world blows beauty
when I started working with
Advertising ten years ago I
I quickly realized that I was
building brands that
aimed at profit alone the definition
organization ‘s success is the
money and I realized that the
social responsibility of a
organization is as little as possible
so that it gets a stamp of
social responsability
it means basically that instead
to change the shape of the refrigerant
because it hurts people
they invest institutes foundations
one of the social projects basically for
to further improve the
industry creative industry
communication is mainly
offices of advertising agencies
communication is where they are
the vast majority of people who work
with brand building is full today
of people thinking business full time
so we see advertisers
wanting to win a prize to get
better wages
we see agencies wanting to sell
more media to get money
through the bonus and we see the
customer marketing we want results
in the short term because it needs to stay
growth in numbers not engaged
community or happiness is very
crazy to understand this scenario this way
and maybe this one to understand that way
that we can see why many
communication professionals are
going out in our market
Ah, I realized very fast what
lacked depth in promises
institutional arrangements for the
constructing the discourse by discourse already
it no longer made sense
there began to appear stories
of that orange juice said that the
their oranges were special because they
were collected there on the flight farm or
I do not know how many
ice cream stories began to emerge
which was made by the other grandpa ladies
how many since the time of the war and
marketing stories is that
proves us to think only of the
today makes no sense
people will know the truth
we will know that the orange that will have a
juice goes where it goes to all
others from other organizations
also moment is this transparency
What happens today to me is the first
a clue why we can
believe that we can build
better communities
in 2014 I was invited to undertake
chi chi chi show had already been
created was a space of interventions
built by two friends of mine.
equally dissatisfied advertisers.
with the market in order to take the
idea of paper idea simple ideas
fast and easy and all
world could do
ideas like the bus passes here
who proposed to analyze the
How to get there?
collaborative and ended up appearing in more
of 30 cities
ideas like golf paradise that the
people threw the fine holes in the streets
from porto alegre to draw attention
the number of holes in the
street and the city hall covered several of these
not all holes and also do not last
forever but people started to
realize this
ideas as a simple
fight the smoke that turned the world
has been to a Russian blog and we
reputation in the creative market and
10 as a chair
caught the attention of the people invited
she mobilized for them to be
even the streets worrying the city in fact
showing to the city hall that
there were banks we would have ideas
who ask people what they
think that society needs and tries to
talk about it and when people
Look back and learn about what the
People were doing what we can.
understand that there is a pattern in these
ideas is different than the market
creative delivery these ideas do
people for the street actually use the spray
site take your butt off the chair and live off
fact that the city that people live in
people live to participate in our
community and nothing more rewarding than
we can see the
transformation in practice
I fell in love with simple ideas.
replicable ideas that began to
appear in Brazil and that even
that we would plan if we would not have the
less possibility of this really
you have always had ideas that
it was a sticker on a plate one
stencil and 10 that everyone could
to go down in society goes down
world could create and make our city
totally open simple so and I
I learned some things
the first one is that I learned that the
best way to complain about something
is doing something then not
Tell us the truth.
talking all the time complaining you have
to go to the street and put your hand in the
so we get more property
about the subject
I learned that humor that has power
Transformer can be used to talk
on social impact
it is not because we talk about
the social impact we have to make
This is boring or that leaves all
Sad world I learned that there is only
on Sunday morning i love not sleeping
I know you, I love sleeping and for myself.
It has always been very difficult to understand
there is a period on Sunday
morning
but if the great truth is this
really cares about something
Sunday morning happens to be a
excellent opportunity for me to do
something indeed
I’ve had this idea before.
How many of you already said that?
while you already thought about it
For me, that sentence has stopped doing
felt when I realized that everyone
has ideas especially the whole time
for any problem everyone has
800 ideas and then you understand that what
It ‘s really the idea is action.
execution is to go there and do some
thing idea good idea of success idea
that make everyone happy
the idea is executed and to speak to
truth does not even have control
the impact of such an idea
build narrative and give up that
control
for me today idea of my impact
definition of success is to
life of a person
all actions need an envelope
advertising the actions I showed
here for you your positioning them
were the ones who built the
reputation of egypt and this
reputation and need calm more
you need a name of a
concept of a tone and language
they need a label
advertising and those actions that
I showed you had all this thinking
brought a reputation to us and this
reputation has brought curiosity
individuals and legal entities in respect of
people were doing and brought trust
for us to think I have something there
to continue doing this
When do you have a good reputation?
like a kitty is things start to
happen the connections start to
appear to you
people do not even know what you do
they seem to love what you do a lot
There you are called to think of an event.
build internal communication
build purpose is intervention
participate in workshops
and gives a meeting like this
and there I was there eight years after
started working with advertising
touching a communication business that
it was not quite an agency stop
online agency the agency
online was social impact
I only knew this because the purpose
it was very well defined
we believe that the communication of the
main tools for us
transform the world
and then I finally understood that I could
that the system that was being
used without purpose until then to
build brands that lead the
transformation that the world needs today
and then I went after how the
organizations were born will be
that they have never cared for
the world nobody ever talked about it
how they should care and
basically a quick search in the
Google responds to you, but for
contextualize organizations to a
brand a business is a group of people
working with the same objectives
one of them is profit
organizations the way people
know today were born in the industrial age
the name shows that says the
organizations were licensed groups
by the government for a specific task
as a bridge lift them e.g.
were highly regulated by the state
How long they were going to last?
who the partners were the value of
capital and they did that and not
do nothing more than what the
members could not be members of
other organizations and could be
responsible for any problem
that goes down with the bridge for example and
get the lawyers
nothing against the lawyers but came to the
supreme court of the united states for
remove some restrictions that
existed with corporations using the
14th amendment as justification for the 14th
amendment says a snippet of it that no one
can take ownership of life and
freedom of a person without a process
appropriate amendment to the 14th amendment
created to protect the newly
released was used by lawyers
to remove some restrictions from the
organizations with the justification of
that no one can take the property to
life freedom a person without a
appropriate legal process we are
a person a legal person and still
so that term that we use until
today when you will open a company
I think everyone should ask themselves.
and I started to ask myself this is not
You have no problem talking about what it is.
a person with a rope may be a good
but if you
a person what kind of person you
so imagine the scenery here with me
put this person who was born
without ethical notions and feelings
in a network where everyone is
talking about everything the whole time
put that mark on a social network that
happens
She’s a mega guy.
proud to be connected because
she is doing very well for the
community in which things are
what we should do we look and
speak cool back doing this or
She keeps talking about her products.
fulltime
we are living in an era of
transition from mass media to
mass media, which means that
think of a speech and put it in the
vehicles to reach the masses
no longer works the same
people and brands
spaces divide our teams online and
You ‘re on your timeline.
the first picture that appears is your
friends who had a party did not
invited and then you go there give a
How did you say I invited you to
a little more your family looks like your
nephew those people who are
It’s been a while since you’ve seen it.
you live far away you put on a sock and
Speak , I’m going to say something.
little else no sneakers
family friends party shoes
it does not make much sense when this
understanding of how good this is
moment to lock the building when
this understanding of how brands
development.
sustainable economy and helping
favoring this type of action when
this happens in fact that
dissatisfaction with using their power
creative to build something totally
purposeless
finally begins to end now that
should explode under the marks
want to build a better world today
they basically talk about your
communication on the history of
people who are part of this community
a trademark is a person linked by a
other people just like everyone else
here it is perhaps not so many
hate groups zap that no more people
she has community with the collaborator
community with strategic partner and
with customers
so it does not work any more
we are using a photo of a
bank or creating videos
very beautiful institutions where people
hires people dish appearing to be
what we want people to think
people are indeed the brands today can
take on the role of transformation
the world needs
not only Brazil can be part of the
move the bikes and put them down
throughout the country for example may
eliminate all those plastic ones from your
network of stores encourage everyone to
do the same thing
brands can act as a platform for
creating an environment for the connection
between citizens citizens citizens
and the causes
finally created an environment
so that the protagonists of change
people really need to appear
they can be curator of content
bringing to the subject matter conversation that
We still need to resolve people.
still need to talk about abortion equality
of gender racial prejudice
legalization of drugs
Look how much incredible who
work with communication can do
today and that’s what motivates me to build
people brands awareness that speak
on the subject that we talk about
our families
to talk about subjects that people
talk to our friends in our
hours of conversation that understands the world
that they are entering and the
responsibilities behind it
today everything is communication not only the
What do you do? What do you say that makes you more?
also what you fail to do for
that we know that the network of
stores disposed of plastic bags
she told this transparency or fights
make people become more
transparent for us to see –
false marketing stories
I love to believe that we have everything.
to see a better world happening
it may finally cease to be
utopia and I think this is the horny
who works communication must have
today I really want to see campaigns
with older people from the
collaboration is not enough because the
main competitor talking face
I got my best sandwich here with
your best mixed visual identity
more and this the site to sell more and is
this the store will sell more and those in the
collaboration collaboration that wants
collaborate even calls people to the
process or more engagement of the city
calls citizen to conversations that are
more engagement of your class calls the
people to talk about it
that’s how we looked at some
streets of porto alegre for example that
did not have a nameplate with the name
The street we mapped these streets arrived
even a college partner with us
name of the streets and together with the children
of the third grade, we built
people change if this street was mine
Something else I ‘ve always missed
was the sensitivity of people who
work with communication nobody
do not do anyone, do a simple
question is that this communication
can offend someone
we end up seeing in carnival
campaigns that encourage rape
we still see campaigns that compare
non-consensual footage and
disclosure of intimate videos with
simple headache
how much people have in this process
who have not yet understood that only
need to make a simple reflection
can this communication
offend someone
In short, these
business communication I bring
To meet today I believe that
they can help us build a
more transparent and collaborative world and
conscious
we can not forget that a brand
is a person created by other people
like everyone else here then
there are brands that today do not want
help the world become a place
best
maybe it’s because they do not want
even the people who are in the
process does not yet understand its role
in the community
so I invite all of you all
yourself even to those who are not from the area
to participate in the world
that you live today transforming into
a more transparent place more
collaborative more aware
using a power that is born
with everyone here
communication processing is
in our hands
portugal many thanks
Good night people, how are you? I’m fine.
to tell you about how I
I believe that communication can
transform the world into a very
better and I know it’s well out of
believe this once the propaganda
one of the main tools of this
exaggerated capitalism that brought the world
with the status he is in today
But I believe so much that I’m going to tell
so much so that you challenge the challenge
even the most pessimistic of you to
a conversation because the birth of a
basic principle that deep down there
deep down, we do not want the
whole world blows beauty
when I started working with
Advertising ten years ago I
I quickly realized that I was
building brands that
aimed at profit alone the definition
organization ‘s success is the
money and I realized that the
social responsibility of a
organization is as little as possible
so that it gets a stamp of
social responsability
it means basically that instead
to change the shape of the refrigerant
because it hurts people
they invest institutes foundations
one of the social projects basically for
to further improve the
industry creative industry
communication is mainly
offices of advertising agencies
communication is where they are
the vast majority of people who work
with brand building is full today
of people thinking business full time
so we see advertisers
wanting to win a prize to get
better wages
we see agencies wanting to sell
more media to get money
through the bonus and we see the
customer marketing we want results
in the short term because it needs to stay
growth in numbers not engaged
community or happiness is very
crazy to understand this scenario this way
and maybe this one to understand that way
that we can see why many
communication professionals are
going out in our market
Ah, I realized very fast what
lacked depth in promises
institutional arrangements for the
constructing the discourse by discourse already
it no longer made sense
there began to appear stories
of that orange juice said that the
their oranges were special because they
were collected there on the flight farm or
I do not know how many
ice cream stories began to emerge
which was made by the other grandpa ladies
how many since the time of the war and
marketing stories is that
proves us to think only of the
today makes no sense
people will know the truth
we will know that the orange that will have a
juice goes where it goes to all
others from other organizations
also moment is this transparency
What happens today to me is the first
a clue why we can
believe that we can build
better communities
in 2014 I was invited to undertake
chi chi chi show had already been
created was a space of interventions
built by two friends of mine.
equally dissatisfied advertisers.
with the market in order to take the
idea of paper idea simple ideas
fast and easy and all
world could do
ideas like the bus passes here
who proposed to analyze the
How to get there?
collaborative and ended up appearing in more
of 30 cities
ideas like golf paradise that the
people threw the fine holes in the streets
from porto alegre to draw attention
the number of holes in the
street and the city hall covered several of these
not all holes and also do not last
forever but people started to
realize this
ideas as a simple
fight the smoke that turned the world
has been to a Russian blog and we
reputation in the creative market and
10 as a chair
caught the attention of the people invited
she mobilized for them to be
even the streets worrying the city in fact
showing to the city hall that
there were banks we would have ideas
who ask people what they
think that society needs and tries to
talk about it and when people
Look back and learn about what the
People were doing what we can.
understand that there is a pattern in these
ideas is different than the market
creative delivery these ideas do
people for the street actually use the spray
site take your butt off the chair and live off
fact that the city that people live in
people live to participate in our
community and nothing more rewarding than
we can see the
transformation in practice
I fell in love with simple ideas.
replicable ideas that began to
appear in Brazil and that even
that we would plan if we would not have the
less possibility of this really
you have always had ideas that
it was a sticker on a plate one
stencil and 10 that everyone could
to go down in society goes down
world could create and make our city
totally open simple so and I
I learned some things
the first one is that I learned that the
best way to complain about something
is doing something then not
Tell us the truth.
talking all the time complaining you have
to go to the street and put your hand in the
so we get more property
about the subject
I learned that humor that has power
Transformer can be used to talk
on social impact
it is not because we talk about
the social impact we have to make
This is boring or that leaves all
Sad world I learned that there is only
on Sunday morning i love not sleeping
I know you, I love sleeping and for myself.
It has always been very difficult to understand
there is a period on Sunday
morning
but if the great truth is this
really cares about something
Sunday morning happens to be a
excellent opportunity for me to do
something indeed
I’ve had this idea before.
How many of you already said that?
while you already thought about it
For me, that sentence has stopped doing
felt when I realized that everyone
has ideas especially the whole time
for any problem everyone has
800 ideas and then you understand that what
It ‘s really the idea is action.
execution is to go there and do some
thing idea good idea of success idea
that make everyone happy
the idea is executed and to speak to
truth does not even have control
the impact of such an idea
build narrative and give up that
control
for me today idea of my impact
definition of success is to
life of a person
all actions need an envelope
advertising the actions I showed
here for you your positioning them
were the ones who built the
reputation of egypt and this
reputation and need calm more
you need a name of a
concept of a tone and language
they need a label
advertising and those actions that
I showed you had all this thinking
brought a reputation to us and this
reputation has brought curiosity
individuals and legal entities in respect of
people were doing and brought trust
for us to think I have something there
to continue doing this
When do you have a good reputation?
like a kitty is things start to
happen the connections start to
appear to you
people do not even know what you do
they seem to love what you do a lot
There you are called to think of an event.
build internal communication
build purpose is intervention
participate in workshops
and gives a meeting like this
and there I was there eight years after
started working with advertising
touching a communication business that
it was not quite an agency stop
online agency the agency
online was social impact
I only knew this because the purpose
it was very well defined
we believe that the communication of the
main tools for us
transform the world
and then I finally understood that I could
that the system that was being
used without purpose until then to
build brands that lead the
transformation that the world needs today
and then I went after how the
organizations were born will be
that they have never cared for
the world nobody ever talked about it
how they should care and
basically a quick search in the
Google responds to you, but for
contextualize organizations to a
brand a business is a group of people
working with the same objectives
one of them is profit
organizations the way people
know today were born in the industrial age
the name shows that says the
organizations were licensed groups
by the government for a specific task
as a bridge lift them e.g.
were highly regulated by the state
How long they were going to last?
who the partners were the value of
capital and they did that and not
do nothing more than what the
members could not be members of
other organizations and could be
responsible for any problem
that goes down with the bridge for example and
get the lawyers
nothing against the lawyers but came to the
supreme court of the united states for
remove some restrictions that
existed with corporations using the
14th amendment as justification for the 14th
amendment says a snippet of it that no one
can take ownership of life and
freedom of a person without a process
appropriate amendment to the 14th amendment
created to protect the newly
released was used by lawyers
to remove some restrictions from the
organizations with the justification of
that no one can take the property to
life freedom a person without a
appropriate legal process we are
a person a legal person and still
so that term that we use until
today when you will open a company
I think everyone should ask themselves.
and I started to ask myself this is not
You have no problem talking about what it is.
a person with a rope may be a good
but if you
a person what kind of person you
so imagine the scenery here with me
put this person who was born
without ethical notions and feelings
in a network where everyone is
talking about everything the whole time
put that mark on a social network that
happens
She’s a mega guy.
proud to be connected because
she is doing very well for the
community in which things are
what we should do we look and
speak cool back doing this or
She keeps talking about her products.
fulltime
we are living in an era of
transition from mass media to
mass media, which means that
think of a speech and put it in the
vehicles to reach the masses
no longer works the same
people and brands
spaces divide our teams online and
You ‘re on your timeline.
the first picture that appears is your
friends who had a party did not
invited and then you go there give a
How did you say I invited you to
a little more your family looks like your
nephew those people who are
It’s been a while since you’ve seen it.
you live far away you put on a sock and
Speak , I’m going to say something.
little else no sneakers
family friends party shoes
it does not make much sense when this
understanding of how good this is
moment to lock the building when
this understanding of how brands
development.
sustainable economy and helping
favoring this type of action when
this happens in fact that
dissatisfaction with using their power
creative to build something totally
purposeless
finally begins to end now that
should explode under the marks
want to build a better world today
they basically talk about your
communication on the history of
people who are part of this community
a trademark is a person linked by a
other people just like everyone else
here it is perhaps not so many
hate groups zap that no more people
she has community with the collaborator
community with strategic partner and
with customers
so it does not work any more
we are using a photo of a
bank or creating videos
very beautiful institutions where people
hires people dish appearing to be
what we want people to think
people are indeed the brands today can
take on the role of transformation
the world needs
not only Brazil can be part of the
move the bikes and put them down
throughout the country for example may
eliminate all those plastic ones from your
network of stores encourage everyone to
do the same thing
brands can act as a platform for
creating an environment for the connection
between citizens citizens citizens
and the causes
finally created an environment
so that the protagonists of change
people really need to appear
they can be curator of content
bringing to the subject matter conversation that
We still need to resolve people.
still need to talk about abortion equality
of gender racial prejudice
legalization of drugs
Look how much incredible who
work with communication can do
today and that’s what motivates me to build
people brands awareness that speak
on the subject that we talk about
our families
to talk about subjects that people
talk to our friends in our
hours of conversation that understands the world
that they are entering and the
responsibilities behind it
today everything is communication not only the
What do you do? What do you say that makes you more?
also what you fail to do for
that we know that the network of
stores disposed of plastic bags
she told this transparency or fights
make people become more
transparent for us to see –
false marketing stories
I love to believe that we have everything.
to see a better world happening
it may finally cease to be
utopia and I think this is the horny
who works communication must have
today I really want to see campaigns
with older people from the
collaboration is not enough because the
main competitor talking face
I got my best sandwich here with
your best mixed visual identity
more and this the site to sell more and is
this the store will sell more and those in the
collaboration collaboration that wants
collaborate even calls people to the
process or more engagement of the city
calls citizen to conversations that are
more engagement of your class calls the
people to talk about it
that’s how we looked at some
streets of porto alegre for example that
did not have a nameplate with the name
The street we mapped these streets arrived
even a college partner with us
name of the streets and together with the children
of the third grade, we built
people change if this street was mine
Something else I ‘ve always missed
was the sensitivity of people who
work with communication nobody
do not do anyone, do a simple
question is that this communication
can offend someone
we end up seeing in carnival
campaigns that encourage rape
we still see campaigns that compare
non-consensual footage and
disclosure of intimate videos with
simple headache
how much people have in this process
who have not yet understood that only
need to make a simple reflection
can this communication
offend someone
In short, these
business communication I bring
To meet today I believe that
they can help us build a
more transparent and collaborative world and
conscious
we can not forget that a brand
is a person created by other people
like everyone else here then
there are brands that today do not want
help the world become a place
best
maybe it’s because they do not want
even the people who are in the
process does not yet understand its role
in the community
so I invite all of you all
yourself even to those who are not from the area
to participate in the world
that you live today transforming into
a more transparent place more
collaborative more aware
using a power that is born
with everyone here
communication processing is
in our hands
portugal many thanks
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