#UmPapoReto was a collaborative project to promote the SARESP test held by the São Paulo Department of Education. It featured rapper Rashid, who created a song and music video especially for the action.
The students were encouraged to create their own clips and lyrics by downloading the bases of the songs via the website, as well as publishing their videos, voting for the videos they liked best and inviting their friends via social networks.
The result in just one month of action was 663,369 hits, 1988 registered users, 614 videos uploaded and more than 4.5 million votes cast.
Agency: Loducca
Client: São Paulo State Department of Education
Product: SARESP
Digital production: Agile Interativa