Agency Network: 
June 2011



Launched on May 16, Carrefour’s URL shortener – – has become a successful propagation of solidarity among Internet users. Developed by F/Nazca Saatchi & Saatchi, the website was named (“virou” translates as “turned into”) because every character reduced turns into one gram of food donated. The action produced surprising numbers. After just 24 hours of its official launching, the shortener hit the mark of one million characters reduced, which is equivalent to one ton of food that will be donated at the end of the campaign. In a single day, more than nine thousand links were reduced, which reflects the engagement of Internet users in participating of such an important cause as the fight against hunger and misery in Brazil. Almost a month after its release, 60,000 links have already been shortened. The website has also registered accesses and utilization from web users from other countries and is a topic in hundreds of blogs and Twitters. Besides its social benefit, is another option for users of social networks for shortening the number of characters of links posted on websites such as Twitter, which limits to 140 the number of characters that its users can type at each post. In March, for instance, 99% of Brazilian Internet users accessed some kind of social network, according to data from a study

Digital advertisement created by Saatchi & Saatchi, Brazil for Carrefour, within the category: Retail Services.

Advertising Agency: F/Nazca Saatchi & Saatchi, Brazil
Creative Directors: Fabio Fernandes, Theo Rocha
Creatives: Isabelle de Vooght, Roberta Harada, Isaac Serruya
Illustrator: Mauro Ferreira
Programmer director: Paulo Pacheco
Programmers: Ariadne Gomes, Jefferson Russo
Art buyer: Edna Bombini
Typographers: Jomar Farias, Carlos Vieira
Planner: José Porto, Mark Cardoso
Account: Daniela Keller, Marcela Calfat, Giovanna Prata
Media: Lica Bueno, Rafaela Queiroz
Agency producer: Regiani Pettinelli
Producer company: Vetor Zero
Directors: Fabio Acorsi, Gabriel Nobrega
Post-producer: Equipe Vetor Zero / Lobo Visual Effects
Editors: Fabio Acorsi, Maísa Mendonça
Account producer company: Márcia Guimarães
Executive producers: Alberto Lopes, Sergio Salles
Sound: VU Studio
Composer: Camilo Carrara
Location: Zirta Guareschi
Advertiser's Supervisors: José Melchert, Mauricio Martiniano, Arnaldo Karabachian
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kleenex's picture

nice idea, but is going by a gram toooooo small???

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