设计师 Pancho Gonzalez 的作品 Settlements 整合营销活动荣获了极具声望的 2020 A' Design Award 铜奖，竞赛类别为广告、营销与传播设计。

铜广告· 2020

Settlements 整合营销活动

设计师： Pancho Gonzalez

客户: Inbrax

广告类别A' Design Award 铜奖获奖者

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设计作品

关于 Settlements 整合营销活动

定居点在世界各地都是现实，尤其是在拉丁美洲。该广告设计旨在以不同的方式筹集资金，并通过推出一部最终不存在的电影来实现这一目的。为了获得门票，人们必须去电影的网站购买门票，当他们购买门票时，他们意识到这部电影不存在，因此他们可以将钱捐给基金会。

荣誉认可

关于A' Design Award 铜奖

Settlements 整合营销活动是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Settlements 整合营销活动将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Settlements 整合营销活动出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: Trailers, posters, digital ads and social media.
标签: Settlements, Favela, Asentamientos, Chile, Perú, Colombia, Brazil, Argentina, Inbrax, Techo, Latam
生产技术: Integrated campaign across 5 countries in South America.
设计挑战: First online collecting campaign done by Techo Latam.
研究: 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.
灵感: 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.
项目周期: Chile, Peru, Argentina, Brazil and Colombia.
操作流程: Integrated campaign across Chile, Perú, Argentina, Brazil and Colombia.
专利: Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando
团队成员: Nico Rubio, Jorge Fajardo, Camilo Sánchez, Pancho González, Marcelo Concha, Carolina Pinheiro, Cristián Chávez.
Producers: Prójimo, Los Notarios, Deiro Films, La Motoneta
图片版权: Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando