Settlements Campaña Integrada by Pancho Gonzalez is a highly esteemed winner of the very prestigious 2020 A' Design Award Brónse in Ñemomarandu Jejapo Competition Category.
BrónseÑemomarandu· 2020
Settlements Campaña Integrada
Client: Inbrax
A' Design Award Brónse Winner in Ñemomarandu Category
Verified Award Winner
Verify Award Status for #103849The Design
About Settlements Campaña Integrada
Umi asentamiento oĩ ko arapy ape ári ha oje'e ve América Latina-pe. Ko ñemyasãi ñembosako'i oheka ombyaty hag̃ua pirapire ambue tape rupi ha upéva rupi omoheñói peteĩ película ndoikóiva añetépe. Ojogua hag̃ua entrada, umi tapicha oho tekotevẽ película página web-pe ojogua hag̃ua ientrada ha upe jave ohecha película ndoikóiha, upévare ikatu ome'ẽ iviru fundación-pe.
The Recognition
About the A' Design Award Brónse
Settlements Campaña Integrada ohupyty A' Design Award Brónse, peteĩ ñehechakuaa heta prestigioso oñeme'ẽva diseño sobresaliente-pe ojekuaáva creatividad, ingenio ha astucia rupi. Umi ganador Brónse ha'e artefacto hábil ha creativo ohechaukáva experiencia, imaginación ha recurso umi diseñador-pe. Oñeha'ãrõ Settlements Campaña Integrada ha'eha peteĩ objeto ojehayhúva, admirado ha estimado, profesional ha innovador. Ko diseño ohupytýva A' Design Award Brónse ombojoaju mejor práctica arte, ciencia, diseño ha tecnología rehegua ha iporãiterei detalle rehe. Settlements Campaña Integrada ombohory necesidad, ohupyty ipotapy, ombovy'a sentimiento ha ohenói curiosidad.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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 - Team Members
- Nico Rubio, Jorge Fajardo, Camilo Sánchez, Pancho González, Marcelo Concha, Carolina Pinheiro, Cristián Chávez.
Producers: Prójimo, Los Notarios, Deiro Films, La Motoneta - Image Credits
- Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando
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