Settlements Integrisana Kampanja od Pancho Gonzalez

Dizajn Settlements Integrisana Kampanja od dizajnera Pancho Gonzalez je visoko cijenjeni dobitnik prestižne nagrade 2020 Brončana nagrada A' Design Award u kategoriji Dizajn Oglašavanja, Marketinga i Komunikacije.

BronzaOglašavanje· 2020

Settlements Integrisana Kampanja

autor Pancho Gonzalez

Klijent: Inbrax

Dobitnik nagrade Brončana nagrada A' Design Award u kategoriji Oglašavanje

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Boje

Dizajn

O dizajnu Settlements Integrisana Kampanja

Naselja su realnost u cijelom svijetu, a posebno u Latinskoj Americi. Ovaj reklamni dizajn nastoji prikupiti sredstva na drugačiji način i to čini lansiranjem filma koji na kraju nije postojao. Da bi dobili kartu, ljudi su morali otići na web stranicu filma da kupe svoje karte, a kada su to učinili, shvatili su da film ne postoji, pa su mogli donirati svoj novac fondaciji.

Priznanje

O nagradi Brončana nagrada A' Design Award

Settlements Integrisana Kampanja je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da Settlements Integrisana Kampanja bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, nauci, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. Settlements Integrisana Kampanja sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

Iza dizajna

Press komplet

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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.
Dimenzije i pakovanje: Trailers, posters, digital ads and social media.
Oznake: Settlements, Favela, Asentamientos, Chile, Perú, Colombia, Brazil, Argentina, Inbrax, Techo, Latam
Tehnologija proizvodnje: Integrated campaign across 5 countries in South America.
Dizajnerski izazov: First online collecting campaign done by Techo Latam.
Istraživanje: 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.
Inspiracija: 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.
Trajanje projekta: Chile, Peru, Argentina, Brazil and Colombia.
Tok rada: Integrated campaign across Chile, Perú, Argentina, Brazil and Colombia.
Patenti: Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando
Članovi tima: Nico Rubio, Jorge Fajardo, Camilo Sánchez, Pancho González, Marcelo Concha, Carolina Pinheiro, Cristián Chávez.
Producers: Prójimo, Los Notarios, Deiro Films, La Motoneta
Autorstvo slika: Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando