Settlements Toplumlaýyn Kampaniýa by Pancho Gonzalez is a highly esteemed winner of the very prestigious 2020 A' Design Award Bürünç Baýragy in Mahabat, Marketing we Aragatnaşyk Dizaýny Competition Category.
BürünçMahabat· 2020
Settlements Toplumlaýyn Kampaniýa
Client: Inbrax
A' Design Award Bürünç Baýragy Winner in Mahabat Category
Verified Award Winner
Verify Award Status for #103849The Design
About Settlements Toplumlaýyn Kampaniýa
Oturylyşyklar bütin dünýäde we esasanam Latyn Amerikasynda hakykat. Bu mahabat dizaýny, başgaça usulda pul ýygnamagy maksat edinýär we ahyrky netijede ýok filmi surata düşürmek arkaly amala aşyrýar. Bilet almak üçin adamlar biletlerini satyn almak üçin filmiň web sahypasyna girmeli boldular we filmiň ýokdugyna göz ýetirenlerinde pullaryny fonduna bagyşlap bilerler.
The Recognition
About the A' Design Award Bürünç Baýragy
Settlements Toplumlaýyn Kampaniýa A' Design Award Bürünç Baýragynyň ýeňijisidir; bu döredijilik, ussatlyk we ýiti akyl bilen tapawutlanýan tapawutly dizaýnlara berilýän aşa abraýly ykrarnamadyr. Bürünç ýeňijileri dizaýnerleriniň giň tejribesini, hyýalyny we tapawutlylygyny tassyklaýan örän ussat we geň galdyryjy derejede döredijilikli eserlerdir. Settlements Toplumlaýyn Kampaniýa uly baha berilýän, haýran galynýan we söýülýän, üns çekiji derejede hünärmenlikli we täzelikçi zat bolmagy garaşylýar. A' Design Award Bürünç Baýragyny gazanan bu dizaýn sungatda, ylymda, dizaýnda we tehnologiýada iň oňat tejribeleri öz içine alýar we jikme-jiklige edýän üni bilen ajaýypdyr. Settlements Toplumlaýyn Kampaniýa zerurlyklary ajaýyp derejede kanagatlandyrýar, isleglere degýär, duýgulary özüne çekýär we gyzyklanmany çekýär.
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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