Settlements Celostna Kampanja by Pancho Gonzalez

Settlements Celostna Kampanja by Pancho Gonzalez is a highly esteemed winner of the very prestigious 2020 Bronasta nagrada A' Design Award in Oblikovanje oglaševanja, trženja in komunikacij Competition Category.

BronastaOglaševanje· 2020

Settlements Celostna Kampanja

by Pancho Gonzalez

Client: Inbrax

Bronasta nagrada A' Design Award Winner in Oglaševanje Category

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Colors

The Design

About Settlements Celostna Kampanja

Naselbine so realnost po vsem svetu in še posebej v Latinski Ameriki. Ta oglaševalska zasnova poskuša zbrati sredstva na drugačen način in to počne z lansiranjem filma, ki na koncu sploh ni obstajal. Da bi dobili vstopnico, so morali ljudje obiskati spletno stran filma in kupiti vstopnice, in ko so to storili, so ugotovili, da film ne obstaja, zato so lahko donirali svoj denar fundaciji.

The Recognition

About the Bronasta nagrada A' Design Award

Settlements Celostna Kampanja je prejemnik Bronaste nagrade A' Design Award, zelo prestižnega priznanja, ki se podeljuje izjemnim oblikovanjem, ki se odlikujejo po ustvarjalnosti, iznajdljivosti in bistrosti. Prejemniki Bronaste nagrade so v celoti spretni in presenetljivo ustvarjalni artefakti, ki potrjujejo bogate izkušnje, domišljijo in zvitost svojih oblikovalcev. Od Settlements Celostna Kampanja se pričakuje, da bo visoko cenjen, občudovan in ljubljen predmet, opazno profesionalen in inovativen. To oblikovanje, nagrajeno z Bronasto nagrado A' Design Award, vključuje najboljše prakse v umetnosti, znanosti, oblikovanju in tehnologiji ter je odlično po pozornosti do podrobnosti. Settlements Celostna Kampanja sijajno zadovoljuje potrebe, se dotika želja, očara čustva in vzbuja radovednost.

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