The self-indulgence, stigma placed on Brazilians through the years lost meaning and was substituted by protests of dissatisfaction throughout the whole country. The people have woken up and the current digital context has an important role in the nation’s change of attitude. To be a part of this context, F.biz followed all the forms of expression that disseminated through the social networks, channels, and digital platforms during the weeks of protest. However, the work of a publicity agency doesn’t happen just behind a computer screen. Our team left the Internet and went to the streets to see and closely observe the protests. Here you will follow a series of cards published in June 2013 on our fanpage, with some of the most relevant moments related to the digital culture during the first great protest of a hyper- connected Brazil, together with our vision about how the Brazilian consumer is transforming itself and its impact on our work about brand construction.

1. DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL
AND ITS IMPACT
ON BRAZILIAN CONSUMER BEHAVIOR
AND ON THE WORK OF BRAND BUILDING
FACEBOOK.COM/FBIZ

2. 23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL
AND GOOD EXAMPLES OF CITIZENSHIP IN DIGITAL WORLD
FOLLOW US AT: FACEBOOK.COM/AGENCIAFBIZ

3. The self-indulgence, stigma placed on Brazilians through the
years lost meaning and was substituted by protests of
dissatisfaction throughout the whole country. The people have
woken up and the current digital context has an important role in
the nation’s change of attitude. !
!
To be a part of this context, F.biz followed all the forms of
expression that disseminated through the social networks,
channels, and digital platforms during the weeks of protest.!
!
However, the work of a publicity agency doesn’t happen just
behind a computer screen. Our team left the Internet and went to
the streets to see and closely observe the protests.!
!
Here you will follow a series of cards published in June 2013 on
our fanpage, with some of the most relevant moments related to
the digital culture during the first great protest of a hyperconnected Brazil, together with our vision about how the
Brazilian consumer is transforming itself and its impact on our
work about brand construction.

4. 1.
2.
3.
4.
5.
6.
7.
8.
PROTEST ALWAYS ON
MORE THAN UNITED, CONNECTED
ACTIVISM WITH DIGITAL LANGUAGE
CYBERPUNK SOCIOPOLITIC SCENE
FROM BROADCAST TO SOCIAL CAST
THE POWER OF CONTENT WITH CAUSE
SOCIETIES CHANGED BY DIGITAL INCLUSION:
WHERE CAN WE ARRIVE?
HOW THIS IMPACTS OUR BRANDING WORK

6. PROTEST ALWAYS ON

7. TRIGGERING REFLECTION AND DEEP STUDY

8. #01 THE INTERNET AND THE STREETS
BECAME ONE THING
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

9. Blunder itself who thinks people left the Internet and went to
the streets. Both environments feed back into one another.
Just as the Internet helps to organize and disseminate the
movement on the streets, the people on the streets who see
the more current and relevant content present on the
Internet.!
!
Image: Publication with the hashtag #vemprarua on Flickr!
[http://www.flickr.com/photos/vemprarua/9078545517/]

10. #02 A PROTEST
CONNECTED WITH THE WORLD
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

11. In a protest that can be seen anywhere in the world thanks
to the Internet, young adults go to the streets with placards
in English to extend the reach of its dissatisfaction.
!
!
Image: Publication with the hashtag #vemprarua in the social networks

12. #03 FACEBOOK STABLISH ITSELF
AS THE DIGITAL AGORA
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

13. With 72 million Brazilians on Facebook, the social network is
used as the main way to organize and disseminate the
protest in the streets. According to Datafolha, 81% of the
demonstrators learned about the protests through
Facebook.!
!
!
Image: Free Ticked Movement event on Facebook summoning people to the
protest.!
[http://www.facebook.com/events/388686977904556/]

14. ACTIVISM WITH DIGITAL LANGUAGE

15. DIGITAL AS CONTEMPORARY LANGUAGE

16. #04 DIGITAL CULTURAL POP ICONS
INVADE THE STREETS
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

17. The mask from V from Vendetta, considered a symbol of
freedom of expression and adopted by the collective
anonymous, became the main icon in the public
demonstrations.
!
Image: Publication with the hashtag #vemprarua on Flickr!
[http://www.flickr.com/photos/vemprarua/9078581169/]

18. #05 GENERATION
HASHTAG
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

19. The claims during the protests assumed the form of
hashtags, a common element in the digital culture, in as
much as in the social networks as on the streets.!
!
Image: Publication with the hashtag #ogiganteacordou on Flickr!
[http://www.flickr.com/photos/fotoscadu/9071296987/]

20. #06 PLAYLISTS TO
INSTIGATE PARTICIPATION
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

21. Many podcasts and playlists about the topic ‘manifestation’
are co-created and shared on blogs and other social tools
such as Grooveshark and Soundcloud, among many others.
An example is the podcast created by journalist Alexandre
Matias from suggestions collected from the social networks
about songs that have the same spirit as what was
happening on the streets.!
!
Image: Printscreen of posts on blog and Facebook publicizing the co created
podcast!
[http://fubap.org/vidafodona/2013/06/16/vida-fodona-380-nas-ruas/]

22. #07 DIGITAL ART
SERVING THE CAUSE
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

23. Vjs chart buildings near the crowds to project videos with
messages of support to the protests!
!
Image: The registration of the projection on Instagram !
[http://instagram.com/p/aroDM0IFpp/]

24. FROM BROADCAST TO SOCIALCAST

25. A GENERATION WITH ITS’ OWN AGENDA,
PRODUCERS OF THE CONTENT THEY CONSUME.

26. #08 REPORTERS OF
THEIR OWN EXPERIENCES
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

27. Cameras, mobile devices and 3G connections transform the
personal experiences in shields more powerful than vinegar.
!
Besides portraying the protests, the people want to show
their participation.!
!
Image: Publication with the hashtag #vemprarua on Flickr!
[http://www.flickr.com/photos/rodrigosoaresbrandao/9082565210/]

28. #09 INDEPENDENT NARRATIVES FROM
JOURNALISM FROM STREAMING
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

29. People followed the protests on the streets broadcasted by
independent groups streaming collaboratively.!
!
Image: Printscreen of live transmission from Media Ninja channel on site #PosTV!
[http://postv.org]

30. #10 OFFLINE MEDIA FORCED
BY THE SOCIAL
16/06 | 23/06
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

31. The discussion on the Internet wasn’t just about the
protests, but also about how the press was covering it.
!
TV channels, magazines and newspapers were questioned
during many instances and, in many were obligated to do a
retraction.!
!
Image: cover of the magazine Veja on 16/06 and, one week later, on 23/06.

32. #11 ONLINE CONTENT WAS
MORE RELEVANT THAN
THE TRADITIONAL PRESS
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

33. The co-creation of content, the sensation of actively
participating in the protests as an eyewitness, the
perception of the lack of a pre-defined agenda, and to be
free from a scheduled TV guide are the main points that
made the facts shared on the Internet more closely related
to the people.
!
!
Image: post on the blog Não Salvo about the manifestations !
[http://www.naosalvo.com.br/senhora-da-recado-cara-a-cara-ao-choque-do-rj/]

34. CYBERPUNK SOCIOPOLITIC SCENE

35. AUTO-REGULATED:
INTERNET USERS AND GEEKS VS. DIGITAL MAINSTREAM

36. #12 CAUSES AMPLIFIED
BY THE SOCIAL NETWORKS
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

37. Just in the digital era it is possible to have protest with
many causes.
!
What had started with the increase of bus fare became a
larger debate through social networks about different
problems the Country is facing.
!
This is why groups with different motivations emerged in
the same protests.

38. #13 FREEDOM OF EXPRESSION
PROTECTED BY THE CLOUD
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

39. The confiscation of cell phones don’t obstruct the
dissemination of what is recorded during the protests.
!
Through the use of cloud services, like Dropbox and social
networks like Instagram and Vine, the demonstrators ensure
their records aren’t taken from their hands.
!
Image: printscreen of messages disseminated on Facebook

40. #14 HACKTIVISM
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

41. As a form of protest, hackers invade media outlets, the
traditional press social networks profiles, and even the FIFA
website leaving on them messages favourable to the
protests.!
!
Image: printscreen of FIFA’s website on Sunday, June 23.

42. #15 JUSTICE HAS
MANY EYES
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

43. At the same time as the social networks reviewed the police
violence; it also exposed isolated actions of vandalism
during the protests.
!
Enabling a discussion between both sides.!
!
!
Image: post disseminating on Facebook!
[https://www.facebook.com/photo.php?fbid=632702060073974&set=a.
230939736916877.72317.100000025571678&type=1&theater]

44. MORE THAN UNITED, CONNECTED

45. POWER ON THE NET: CONNECTION + COORDINATION

46. #16 WI-FI
SOLIDARITY
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

47. Residents who live around the protests open access to their
Wi-Fi to those on the streets.
!
Also, optimized platforms to the use of cell phones and
tablets help disclosing the open wireless networks.!
!
Image: desliga.tv (turnoff.tv), one of the platforms used during the manifestations
[http://desliga.tv]

48. #17 HUMAN
HOTSPOTS
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

49. The picture of the “antenna man” rises to distribute highspeed wireless Internet to the demonstrators, keeping the
connection mobile.
Image: Making available on fan page “Revolt of the Antenna”!
[https://www.facebook.com/photo.php?fbid=536429783089248&set=a.
536102743121952.1073741828.536063736459186&type=1&theater]!

50. THE POWER OF THE CONTENT WITH CAUSE

51. CITZENSHIP ALWAYS ON:
A DISORGANIZED COUNTRY, LIVING AN ORGANIZED MOMENT

52. #18 BRAND CONTENT
LOSES RELEVANCE
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

53. The territories approached by the brands lost some of its’
sense in a timeline dominated by social and political causes,
putting branding and digital marketing specialists in a
moment of doubt.!
!
Image: printscreen of VISA fans followers in reaction to the twitter posts about the
Confederations Cup. The original post was deleted.

54. #19 BRAND SLOGAN
REDEFINED BY THE PEOPLE
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

55. Demonstrators pocket publicity campaigns signatures and
concepts known by the public to instigate them to go to the
streets.!
!
Image: post on AnonymousBr4sil page

56. #20 HYPER MEASURABLE
PROTESTS
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

57. Almost everything is measurable during a protest in the
digital era. Mentions, shares, levels of engagement,
emotional repercussion, relevance of themes, main
disseminators, reach, etc. It has never been as possible to
monitor/x-ray a movement as large as this before.
!
Image: Infographic published by the blog “The Odessa Journey” in partnership with
iCustomer!
[http://www.aviagemdeodiseo.com/blogbr/2013/06/infografico-movimento-passelivre-nas-redes-sociais/]

58. #21 REDESCOVERING
OF THE SOCIAL NETWORKS
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

59. The principal characteristics of each social network were
used with new purpose, in a more clear and relevant way.
This episode let the people comprehend better the potential
of the Internet. Will this bring more maturity to its use? This
is the question.

60. #22 GOVERNMENT PROPOSALS
REGULATED BY THE DISCUSSIONS ON
THE STREETS AND ON THE INTERNET
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

61. The main themes discussed on the Internet became the
flagships for the official government statements: fiscal
responsibility and transparency of the government’s
actions, political reform with focus on the fight against
corruption, and improvements in the health, education and
transportation sectors.
!
!
Image: platform ‘Causa Brasil’, organizes by theme and period the motives in which
the Country protests. !
[http://causabrasil.com.br]

62. #23 SMALL
BIG VICTORIES
23 HOTSPOTS OF THE DIGITAL CULTURE
ON THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL

63. These are the first steps of a generation towards a better
political awareness. They already fathered some
achievements: the withdrawal of the 20 cents increase of the
bus fare in São Paulo, the open speech to the president’s
dialogue, the veto of the PEC 37, the quick resume of the
senate activities voting in favour of the use of oil royalties in
the health and education sectors, and the sanction of the
project that made the crime of corruption a heinous crime.
All these closely followed by the social networks. !
!
Image: President’s meeting with governors, presidents and protest leaders in the
news section of the Senate’s website!
[http://www12.senado.gov.br/noticias/materias/2013/06/24/dilma-se-encontra-comgovernadores-prefeitos-e-lideres-de-protestos]

64. SOCIETIES TRANSFORMED
BY THE DIGITAL INCLUSION:
WHERE CAN WE ARRIVE?

66. HOW DOES THE WORLD USES THE DIGITAL INCLUSION FOR:
FISCAL RESPONSIBILITY
AND TRANSPARENCY
SOCIETIES TRANSFORMED
BY THE DIGITAL INCLUSION:
WHERE CAN WE ARRIVE?

67. We listed some examples on how other Countries act when
the subject is FISCAL RESPONSIBILITY AND
TRANSPARENCY:!
!
Control of public spending (India)!
!
The Indian Finance Ministry created a system where every
government payment above INR 25.000,00 needs to be made by
a system managed by general controllers of the country.
Therefore, it is possible to oversee the expenditures in a
transparent way.
!
http://pib.nic.in/newsite/erelease.aspx?relid=82161!
!
!
President’s trips (United States)!
!
It is possible to follow through the profile “The White House on
Foursquare the trips undertaken by President Obama and see
the places visited by him and its reasons.!
!
https://foursquare.com/whitehouse

68. HOW DOES THE WORLD USES THE DIGITAL INCLUSION FOR:
POLITICAL REFORM
AND PARTICIPATIVE MANAGEMENT
SOCIETIES TRANSFORMED
BY THE DIGITAL INCLUSION:
WHERE CAN WE ARRIVE?

69. We listed some examples about how other countries deal
when the subject is POLITICAL REFORM AND
PARTICIPATIVE MANAGEMENT.!
!
Mobile Complaints (Estonia)!
!
An app called Bribespot allows the user of a Smartphone to
make anonymous accusations of bribe and corruption cases
which occur. The app allows informing specific details about the
corruption case, such as how much money was involved, who
was involved and how the process occurred. In the web version it
is possible to view all the accusations on a map. !
!
!
http://bribespot.com/!
!
!
Crowdsourcing Constitution (Iceland)!
!
Iceland was the first nation to develop a Constitution using
crowdsourcing. The population could contribute with ideas
through social networks and discuss the construction of the
document. After passing through a vote, the new Constitution got
66% of acceptance and was approved.!
!
http://mashable.com/2012/10/23/iceland-approve-constitution/!
!
(In Brazil there are already crowdsourcing tools to discuss a possible Constitutional
reform: http://apps.thacker.com.br/reformadaconstituicao/)

70. HOW DOES THE WORLD USES THE DIGITAL INCLUSION FOR:
TRANSPORTATION
AND URBAN MOBILITY
SOCIETIES TRANSFORMED
BY THE DIGITAL INCLUSION:
WHERE CAN WE ARRIVE?

71. We listed some examples about how other countries deal
when the subject is TRANSPORTATION AND URBAN
MOBILITY :!
!
Location of buses in real time (London)!
!
The Countdown tool allows the London population to access
data regarding the city’s public transport, such as finding out
when the bus will arrive or leave. The information can be
obtained by entering the zip code, name of the street or the fivedigit code on the bus stop.!
!
http://countdown.tfl.gov.uk/!
!
!
Report of Irregularities on the Roads (United States)!
!
Launched in Boston, the app Street Bump seeks to spot potholes
throughout the Country roads. After the app is activated on the
phone, each time the car falls in a pothole the information is
automatically recorded and sent to the website. !
!
http://streetbump.org/

72. HOW DOES THE WORLD USES THE DIGITAL INCLUSION FOR:
EDUCATION
SOCIETIES TRANSFORMED
BY THE DIGITAL INCLUSION:
WHERE CAN WE ARRIVE?

73. We listed some examples about how other countries cope
when the subject is EDUCATION:!
!
The main universities around the World, for free (United
States) !
!
Coursera is an online educational platform that partnered with
great universities and organizations offering free online courses,
connecting millions of students and professors around the globe. !
!
http://cousera.org!
!
!
New ways of learning (Singapore)!
!
The platform Trail Shuttle promotes learning through new
experimental methodologies. Created with the partnership of the
Education Ministry of the Country, the tool allows the creation of
new learning programs for students, following the students’
progress for the teachers. !
!
http://www.rockmoon.sg/products.html

74. HOW DOES THE WORLD USES THE DIGITAL INCLUSION FOR:
HEALTH
SOCIETIES TRANSFORMED
BY THE DIGITAL INCLUSION:
WHERE CAN WE ARRIVE?

75. We listed some examples about how other countries cope
when the subject is HEALTH. !
!
Text to Change (Uganda)!
!
The project Text to Change emerged so people could take better
care of their health. After sending a text message to “CHANGE”,
they start receiving messages with health tips, such as how to
prevent common diseases and directions on how to look for
clinical treatment. !
!
!
http://www.texttochange.org/ !
!
Condom delivery (China)!
!
The Beijing Government, in partnership with the Institute of
Research and Family Planning, launched an app allowing people
to request receiving preservatives periodically at home. Aside
from this the app also sends information about sexual health and
the location of clinics in which the user can find more information
about the subject with health professionals.!
!
https://itunes.apple.com/app/id468314123?mt=8!
!
Social Blood (Índia)!
!
This Facebook app seeks to facilitate blood donation during
emergency situations. Upon registration, the user informs his/her
blood type. Through the app it is possible to invite friends to join
the campaign, post messages in the case of emergencies or to
respond to a blood donation request. !
!
http://www.socialblood.org/

76. HOW DOES
THE FIRST GREAT PROTEST
OF A HYPER-CONNECTED BRAZIL
IMPACTS THE BRANDING WORK

78. POLITICAL
PROTESTS
CITZENSHIP
DIGITAL CULTURE
CONSUMPTION SOCIETY

79. BETTER CITIZENS = CONSUMERS MORE AWARE.
CITIZENS + CONNECTED = CONSUMERS DEMANDING DIALOGUE.
CITIZENS + ENGAGED = CONSUMERS MORE INVOLVED.
(FOR BETTER OR WORSE)

80. RADICAL CHANGES IN THE RELATIONSHIPS
AND DEMANDS OF THE CONSUMERS REGARDING
THE BRANDS.

81. DESIRES X NECESSITIES
EACH TIME MORE THERE IS EXPECTATIONS BEYOND THE BENEFIT
OF THE PRODUCT AND A MESSAGE THAT IT CAN IDENTIFY YOURSELF.
. BRANDS THAT HELP ME TO TRANSFORM
!
. BRANDS THAT HELP ME THROUGH MY EVERYDAY LIFE
!
. BRANDS THAT IMPROVE MY RELATIONSHIPS
!
. BRANDS THAT ACT IN MY COMMUNITY

82. DIGITAL AS THE NEW ARENA OF
RELATIONSHIP DYNAMICS

83. CATALYST SPACE
!
SPACE FOR CAUSES
AND ITS’ EFFECTIVE ACTIONS
!
SPACE FOR RELATIONSHIPS
ALWAYS ON WITH CONSUMERS
!
SPACE FOR “SOMETHING MORE”
OF THE RELATIONSHIP BRAND-CONSUMER

84. THOUGHTS BEYOND MARKETING,
ADVERTISING AND COMMUNICATIONS.

85. WHAT DOES THE BRAND BRING BEYOND:
!
A GOOD PRODUCT
A GOOD CAMPAIGN
AN INTERESTING VISION OF WORLD
!
?

86. TEASERS

87. DO WE HAVE A PLAN FOR THE ALWAYS ON
OF OUR BRANDS?
!
ARE WE REDIRECTING ENOUGH MONEY
TO DO THIS?
!
WHAT CAN MY BRAND DO FOR PEOPLE BESIDES
DELIVERING A GOOD PRODUCT AND A GOOD CAMPAIGN?

88. DEVELOPED
FERNANDO DINIZ
GUSTAVO NOGUEIRA
COLLABORATION
BRUNO DELFINO
FERNANDA CAROLINA
GABRIELA BUSATO
GAL BARRADAS
JADE ROMANO
LEANDRO MOREIRA
MARIO REYS
RAFAEL CAMANHO