Association for Assistance to Handicapped Children (AACD): The Fantastic Problem Solving Machine [image]

Credits & Description:

Title: The Fantastic Problem Solving Machine
Agency: Z+ Comunicação
Brand: Aacd
Country: Brazil
Entrant Company: Z+ Comunicação, São Paulo
Advertising Agency: Z+ Comunicação, São Paulo
Pr Agency: Fernanda Thompson, São Paulo
Production Company: Honey Bunny Films, São Paulo
General Creative Director: Fernando Rodrigues (Z+)
Art Director: Caio Grafietti (Z+)
Account Team: Roberta Sanches, Fernanda Azevedo And Thamires Barros (Z+)
Rtv: Tina Araújo, Aline Afonso And Vanessa Garcia (Z+)
Film Producer: Honey Bunny (Honey Bunny)
Film Director: Rafael Carvalho (Honey Bunny)
Executive Producer: Breno Castro (Honey Bunny)
Account Manager: Thiago Balma (Honey Bunny)
Audio Producer: A9 Áudio (A9 Áudio)
Account Team: Taynã Souza And Cindy Correa (Aacd)
Strategy:
As we had no money our strategy was as simple as exposing as many people we could to the experience and create a small event capable of touching people and attract the attention of the media through a moving human experience.
Campaign Description:
The basic insight of the campaign is that whenever you are in contact with the brutal struggle a disabled children has to undergo through life and the positive brave way they do it, all your life is put under a new perspective. And all you problems seem petty. And that’s the main idea behind The Amazing Trouble Solving Machine.Our public was literally anyone who could donate as little as 2 dollars.
Relevancy:
The non-profit AACD (Association For Support to the Disabled Children), assists over a million people through charity funded hospitals and clinics. They desperately needed to increase donations but had no budget at all. The fastest way to people wallets is through their hearts and that’s how we designed “The Fantastic Trouble Solving Machine”. A simple booth, with the tempting and magical appeal of “solving all your problems immediately”. And somehow it did. Inside it, people were exposed to very nice children who gave sensible advices.With it, the donations increased 62%.
Outcome:
The “Machine” run though several public locations during two months and raised a lot of attention and attracted the news that granted the campaign free media space worth millions of dollars. It featured two national prime time news shows and radio shows reaching an audience estimated in 80 million people.And spread through many thousands of pages, blogs and news vehicles on the internet. Donations increased by 62% in the period. The film we produced based on the action became a standard presentation for corporate donors.
Execution:
We created a booth that promised in a magic way to solve everyone problems in minutes. When people went in, a video was shown in which very nice children gave good advice encouraging people to face their problems. Realizing through the experience how seriously disabled those children are had a quite disturbing effect.Implementation:One: raids with the “Machine” in places of great public concentration. Two: Production of a film portraying the experience of the public exposed to the machine. Three: the film was exhibited aggressively to news editors and opinion makers and also distributed through social networks. Four: A 30” reduction of the film was aired in media space donated by vehicles.
Synopsis:
The main source of funding AACD (Association For Support to the Disabled Children) are private donations. In a very difficult year, with the economy in recession, and the small contribution of the public health system been cut off and private donors prone to back off. Some dramatic action had to be taken. We had to go straight into the hearts of people.