Bronzo Pubblicità · 2020
Settlements La Campagna Integrata
- A' Design Award di Bronzo 2020 in Pubblicità
- CLIENT: Inbrax
- Estimated Number of Design Views: 13,756
- Verification code 3AF262A581 · Verify this award
Colors
About Settlements La Campagna Integrata
Gli insediamenti sono una realtà in tutto il mondo e soprattutto in America Latina. Questo progetto pubblicitario cerca di raccogliere fondi in modo diverso e lo fa lanciando un film che alla fine non esisteva. Per ottenere un biglietto, le persone dovevano andare sul sito web del film per acquistare i biglietti e quando lo fecero si resero conto che il film non esisteva, quindi poterono donare i loro soldi alla fondazione.
About the A' Design Award di Bronzo
Settlements La Campagna Integrata ha vinto l'A' Design Award di Bronzo, un riconoscimento altamente prestigioso conferito a design eccezionali che si distinguono per creatività, ingegno e astuzia. I vincitori di Bronzo sono manufatti ampiamente abili e sorprendentemente creativi che autenticano la vasta esperienza, l'immaginazione e l'intraprendenza dei loro designer. Ci si aspetta che Settlements La Campagna Integrata sia un oggetto molto apprezzato, ammirato e amato, notevolmente professionale e innovativo. Questo design vincitore dell'A' Design Award di Bronzo incorpora le migliori pratiche dell'arte, della scienza, del design e della tecnologia, ed è eccellente per l'attenzione al dettaglio. Settlements La Campagna Integrata soddisfa splendidamente i bisogni, tocca i desideri, affascina i sentimenti e attira la curiosità.
Press Kit
- Unique Properties
- Techo Latam is a non-profit organization with the purpose of overcoming poverty in Latin America and thus ending the settlements. To achieve the goal of raising $50K in donations to eradicate them, the creative strategy was to launch the film Settlements (Favelas) done by trailers of Latin American film directors, showing the reality of their settlements. To have a ticket, you had to enter the site settlements.techo.org and at the time of checkout, the film did not exist.
- Dimensions & Packaging
- Trailers, posters, digital ads and social media.
- Tags
- Settlements, Favela, Asentamientos, Chile, Perú, Colombia, Brazil, Argentina, Inbrax, Techo, Latam
- Production Technology
- Integrated campaign across 5 countries in South America.
- Design Challenge
- First online collecting campaign done by Techo Latam.
- Research
- The key points of the challenge and the objectives that were required in the campaign were clear, the idea had to solve how to reach new consumers who are not part of the main percentage of donors of Techo Latam. Based on market research on their behavior at the time of donation; 60% of millennials do them online, they are motivated by social networks; mainly on Facebook with 62% and 14% in charity events. Understanding the buyer person, we devised the creative solution; If they are digital natives, their reason for donation is the moments that appeal to our emotions, which in social networks are inspired to make them. We wonder what they buy most online in Latin America?: cinema, concerts and air tickets. In the cinemas annually, there are more than 339.8 million viewers, with Brazil being one of the pioneer countries with 170 million viewers, within Latin American cinema. So cinema was the language applied.
- Inspiration
- The creative strategy focused on launching the film Settlements (Favelas) in Chile, Argentina, Peru, Colombia and Brazil. For this, 5 trailers were created and ran in the aforementioned markets, these trailers were created by renowned film directors from each country and the media strategy focused on displaying these trailers on Facebook (Instagram) and YouTube, with support at the same movie theaters, which invited to buy tickets for the movie on the site: settlements.techo.org.
- Project Duration
- Chile, Peru, Argentina, Brazil and Colombia.
- Operation Flow
- Integrated campaign across Chile, Perú, Argentina, Brazil and Colombia.
- Patents
- Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando - Image Credits
- Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando
