Metro Jornal "Captcha against Fake News"

Ad Agency
Video advertising:


Fake news has become a major issue worldwide. It's capable of driving nations' political paths and influencing elections. 
And to help fight this phenomenon, Brazilian agency Artplan and Metro Newspaper turned to technology. 

We all know captcha, that tool designed to check if you are a robot. But, at Metro's website, it was redesigned. Instead of selecting random images, the user must select which image has a piece of fake news. After the answer, a brief explanation with the true fact appears and the user can move on to comment. Every day, a different piece of fake news was shown, keeping readers up-to-date. 

"Journalism is the true guardian of the truth. And everything that can be done to fight fake news is important" says Cláudio Bianchini, Brazil's Metro president. Zico Farina, Artplan's creative director adds that "using technology is the best way to fight fake news. And being able to redesign a tool like captcha is a way to use the system at our favor." In order to use the tool, just access and comment on any news. 


Advertising Agency: Artplan, São Paulo, Brazil

Creative Director: Zico Farina, Marcos Abrucio
Art Director: Ary Nogueira
Copywriter: Rafael Pascarella
Customer Relation Management: Luiz Villano
Production Management: Clariana Regiani
RTVC: Karoline Justino, Patricia Oliva
Production: Bruno Werner
Customer Approval: Cláudio Bianchini, Luiz Rivoiro
Producer: Bossa Nova Films
Director of scene: Chico Gomes
Executive Producer: Eduardo Tibiriça, Sandra Othon
Assembly and Finish: Sefora Rios / Pluma
Production Coordination: Valquiria Pacheco
Customer Relation: Dani Harriz, Kiska Kaysel
Sound Production: Cabaret

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