TV ad: Reclame Aqui: Miles for the People

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Brasília is the capital of Brazil. It is a city created 60 years ago to be the base of Congress. That's why almost no congressman lives there. Thus, weekly, 600 politicians go and return from their hometowns to the capital city. That means almost 5 thousand trips a week. That's U$ 15 million a year. Approximately 25 million miles accrued in mileage programs. Except for the fact that, if the ticket was bought with public money, the miles belong to the people.
Agency: Grey, Brazil
However, they are not for anyone; only those who really need to fly but cannot afford to. People without financial means and with real the need and urgency to have surgery or treatments, to participate in sports competitions or to present scientific theses or join universities. All proven by a board of lawyers at Reclame Aqui. To recover the miles for the people, we went after the politicians in Congress. Next, we used the immense online engagement base of Reclame Aqui to put pressure on them. And it worked.