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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.