Settlements Campania Integrată by Pancho Gonzalez

Settlements Campania Integrată by Pancho Gonzalez is a highly esteemed winner of the very prestigious 2020 A' Design Award de Bronz in Publicitate Competition Category.

BronzPublicitate· 2020

Settlements Campania Integrată

by Pancho Gonzalez

Client: Inbrax

A' Design Award de Bronz Winner in Publicitate Category

13,756

Verified Award Winner

Verify Award Status for #103849

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Settlements Campania Integrată

Așezările sunt o realitate în întreaga lume și mai ales în America Latină. Acest design publicitar caută să colecteze fonduri într-un mod diferit și face acest lucru prin lansarea unui film care în cele din urmă nu a existat. Pentru a obține un bilet, oamenii au trebuit să meargă pe site-ul filmului pentru a-și cumpăra biletele și, când au făcut-o, și-au dat seama că filmul nu există, astfel încât să-și poată dona banii fundației.

The Recognition

About the A' Design Award de Bronz

Settlements Campania Integrată a câștigat A' Design Award de Bronz, o recunoaștere extrem de prestigioasă acordată designurilor remarcabile care se disting prin creativitate, ingeniozitate și istețime. Câștigătorii Bronzului sunt artefacte din plin pricepute și izbitor de creative, care atestă experiența vastă, imaginația și resursele designerilor lor. Se așteaptă ca Settlements Campania Integrată să fie un obiect foarte apreciat, admirat și prețuit, remarcabil de profesionist și inovator. Acest design câștigător al A' Design Award de Bronz încorporează cele mai bune practici din artă, știință, design și tehnologie și este excelent prin atenția la detalii. Settlements Campania Integrată satisface splendid nevoile, atinge dorințele, vrăjește sentimentele și stârnește curiozitatea.

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