Settlements Ang Pinagsamang Kampanya by Pancho Gonzalez

Settlements Ang Pinagsamang Kampanya by Pancho Gonzalez is a highly esteemed winner of the very prestigious 2020 A' Design Award na Bronse in Disenyo ng Pag-aanunsyo, Marketing at Komunikasyon Competition Category.

BronsePag-aanunsyo· 2020

Settlements Ang Pinagsamang Kampanya

by Pancho Gonzalez

Client: Inbrax

A' Design Award na Bronse Winner in Pag-aanunsyo Category

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Colors

The Design

About Settlements Ang Pinagsamang Kampanya

Ang mga paninirahan ay isang katotohanan sa buong mundo at lalo na sa Latin America. Ang disenyo ng advertising na ito ay naglalayong mangolekta ng mga pondo sa ibang paraan at ginagawa ito sa pamamagitan ng paglulunsad ng isang pelikula na sa wakas ay wala. Upang makakuha ng tiket, kinailangan ng mga tao na pumunta sa website ng pelikula upang bilhin ang kanilang mga tiket at nang magawa nila ay napagtanto nilang wala ang pelikula, upang maibigay nila ang kanilang pera sa foundation.

The Recognition

About the A' Design Award na Bronse

Ang Settlements Ang Pinagsamang Kampanya ay nagwagi ng A' Design Award na Bronse, isang lubhang prestihiyosong pagkilalang iginagawad sa mga natatanging disenyong nakikilala sa pagkamalikhain, katalinuhan at talas ng isip. Ang mga nagwagi ng Bronse ay mga likhang lubhang mahusay at kapansin-pansing malikhain na nagpapatunay sa malawak na karanasan, imahinasyon at pagkamaparaan ng kanilang mga tagapagdisenyo. Inaasahang ang Settlements Ang Pinagsamang Kampanya ay isang lubos na pinahahalagahan, hinahangaan at minamahal na bagay na kapansin-pansing propesyonal at makabago. Ang disenyong ito na nagwagi ng A' Design Award na Bronse ay nagsasama ng pinakamahuhusay na kasanayan sa sining, agham, disenyo at teknolohiya, at mahusay dahil sa pansin nito sa detalye. Ang Settlements Ang Pinagsamang Kampanya ay kahanga-hangang tumutugon sa mga pangangailangan, humahaplos sa mga hangarin, bumibighani sa damdamin at umaakit sa pag-uusisa.

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