Brazil’s Leo Burnett Tailor Made Introduces Awards for Fake News

By Erik Oster 

Leo Burnett Tailor Made São Paulo created awards for fake news (as in factually incorrect stories spread on social media) in a campaign for E-farsas, a website devoted to de-bunking misinformation spread on social media.

A video introduces “The Foolitzer Prizes,” which is a play on the Pulitzer Prize and aims to unmask fake news producers. The point, of course, is that such a spotlight is the last thing those who spread such propaganda want.

“We all have the responsibility to combat misinformation, because all of us, as interlocutors, must seek out the origin of the content we consume. We need to create a culture of questioning. We’ve created an anti-prize for anti-journalism,” Leo Burnett Tailor Made vice president, creative Wilson Mateos said in a statement. “After all, what the creators of fake news least want is to be recognized on account of their lies.”

“We do the job of checking the information and debunking a rumor even before it actually becomes ‘fake news,’ but over the last couple of years, we’ve noticed an increase in both output and consumption of fake news, which has greatly influenced the behavior of Brazilians,” E-farsas founder Gilmar Lopes. “Bringing together the worst is a way to show the public which news outlets fabricate fake news, either with malicious intent or simply seeking more hits.”

The campaign highlights a global problem at a time when that phrase is often hijacked for dubious purposes and follows an election cycle in Brazil characterized by misinformation, misuse of data and other fake news.

Hosted on, the awards will be chosen by members of the E-farsas team across five categories: politics, entertainment, health, conspiracy and sports. There will also be a “Gran Foolitzer” prize which the public can vote on. “Winners” of the awards, revealed next month, will be sent an actual medal in the shape of a coin, inscribed with the message “Worst Fake News of the Year 2018.”


Agency: Leo Burnett Tailor Made
Title: The Foolitzer Prizes
Product: The Foolitzer Prizes
Advertiser: E-farsas
CCO: Marcelo Reis
VP/ECD: Wilson Mateos
Creative Diretor: Pedro Utzeri, Vinicius Stanzione
Creatives: Breno Balbino, Fabio Nagano, Filipe Medici, Renato Ramalho.
Integrated Production: Maria Fernanda Moura
RTV: Viviane De Castro, Patricia Cosmo, Matheus Basílio, Chrystian Danucalov
Art Buyer: Cristiano Godoy, Mauro Moura
Graphic Production: Pedro Sotelo
Digital Projects: Denis Gustavo, Pedro Rais, Marcela Grandino
Account Services: Fabio Brito, Simone Lopes, Viviane De Castro
Media: Andrea Hirata, Kelly Cotta, Thais Miranda, Joao Bouner
Planning: Tiago Lara Approval: Gilmar Lopes
Film Production: Asteroide
Directors: Guilherme Biglia, Thiago Prestes, Caja Guedes
Executive Production: Guilherme Biglia
Account Services: Leo Brodsky
Producer: Mariana Van Bylt
Post-Production: Bogotá
Audio Production: Evil Twin Music
Soundtrack Creation And Production: Andre Faria, Murilo Faria, Yuri Chix And Rafael Campanini
Finalization And SFX: Murilo Faria And Yuri Chix
Account Services: Juliana Tangary And Carolina Couto
Digital Producer: Santa Fé
Developer: André Coppola
Account Services: Tatiana Coppola
3D Photography And Post-prodution: Platinum
Date Of First Broadcast: 01/15/2019