Unrewarded

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Vídeo Inovador Trabalho para RTV Professora Rose CSO3E Grupo: Janja Ano: 2012

Com o nome “Honesty Shouldn’t be Unrewarded”, o banco australiano NAB contratou a renomada agência Clemenger BBDO Melbourne para criar uma ação na qual atitudes honestas fossem recompensadas. Essa ação tinha o objetivo de agradecer pessoas que encontravam e em seguida devolviam objetos “perdidos” em um shopping. Essas pessoas então apareciam em telões, anúncios, vitrines e bolos espalhados pelo shopping de forma instantânea como um agradecimento pelas suas virtudes.

O que nos chamou atenção foi a reação surpresa das pessoas que agiram de forma honesta diante dessa situação. Trata-­‐se de um assunto básico relacionado à moral, mas que muitas vezes não é praticado longe dos olhos e do julgamento do outro. Essa virtude pode ser praticada por qualquer pessoa independente da classe, cor e condição social, portanto o banco atinge, dessa forma, todos os públicos.

Achamos a ação inovadora pois a mídia geralmente dá ênfase à atos negativos por esses gerarem mais interesse e audiência. Contudo, o banco decidiu fazer o oposto: criou uma oportunidade de recompensar e gratificar, de forma exagerada, pessoas honestas

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