Settlements Integrert kampanje by Pancho Gonzalez is a highly esteemed winner of the very prestigious 2020 A' Design Award i Bronse in Reklame, markedsføring og kommunikasjonsdesign Competition Category.
BronseReklame· 2020
Settlements Integrert kampanje
Client: Inbrax
A' Design Award i Bronse Winner in Reklame Category
Verified Award Winner
Verify Award Status for #103849The Design
About Settlements Integrert kampanje
Uformelle bosetninger er en realitet over hele verden, og særlig i Latin-Amerika. Dette reklamedesignet søker å samle inn midler på en annerledes måte ved å lansere en film som egentlig ikke eksisterte. For å få tak i billett måtte folk gå til filmens nettside for å kjøpe, og da de gjorde det, oppdaget de at filmen ikke fantes, og kunne dermed donere pengene sine til stiftelsen.
The Recognition
About the A' Design Award i Bronse
Settlements Integrert kampanje er vinner av A' Design Award i Bronse, en høyt prestisjefylt anerkjennelse som tildeles enestående design som utmerker seg ved kreativitet, oppfinnsomhet og skarpsindighet. Bronsevinnere er rikt dyktige og påfallende kreative gjenstander som bekrefter designernes store erfaring, fantasi og ressurssterkhet. Settlements Integrert kampanje forventes å være en høyt ansett, beundret og verdsatt gjenstand som er bemerkelsesverdig profesjonell og nyskapende. Dette designet, som har vunnet A' Design Award i Bronse, rommer beste praksis innen kunst, vitenskap, design og teknologi og utmerker seg ved sin omtanke for detaljer. Settlements Integrert kampanje tilfredsstiller behov på en strålende måte, berører ønsker, sjarmerer følelser og vekker nysgjerrighet.
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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