Advertiser: SOS MATA ATLÂNTICA (SOS ATLANTIC FOREST FOUNDATION)
Agency: F/NAZCA SAATCHI & SAATCHI
Category: Best Use of Print
Advertising campaign: A REUSED GIFT
Marcello Penna/Carmen Rodriguez/Rafael Franceschini: Account Supervisor (F/Nazca Saatchi & Saatchi)
Jomar Farias/André Fasanella: Graphic Production (F/Nazca Saatchi & Saatchi)
João Linneu: Head Of Art (F/Nazca Saatchi & Saatchi)
Marcia Hirota/Afra Balazina: Client Approval (SOS Atlantic Forest Foundation)
Lica Bueno/Adriana Roza: Media (F/Nazca Saatchi & Saatchi)
Metro Journal: Newspaper (Metro Journal)
Fabio Fernandes/Theo Rocha: Creative Director (F/Nazca Saatchi & Saatchi)
José Porto/Monica Bauer: Planner (F/Nazca Saatchi & Saatchi)
Rodrigo Adam: Art Director (F/Nazca Saatchi & Saatchi)
Thiago Espeche: Copywriter (F/Nazca Saatchi & Saatchi)
Strategy
SOS Atlantic Forest is a nonprofit Foundation that has as mission to defend what remains of the Atlantic Forest biome in Brazil, preserving natural heritage and seeking for sustainable development. Therefore, one of the main concerns is with the unbridled consumption of paper, which uses the trees as its prime material. In São Paulo’s anniversary day, the biggest city in Brazil and also the most affected by deforestation from the urbanization process, we decided to create an ad as homage, and our gift to São Paulo was doing it without spending anymore paper. We created a sustainable ad! Got pages from old newspapers and printed our message on it: “Reusing resources. That is our gift to the city of São Paulo”. We succeeded in being relevant at the same time our message was passed in a practical way: saving paper.
Execution
Media's team was the responsible to create a new media: reusing the 'yesterday's' newspaper to communicate 'today's' message. And, to propagate the message, we had Metro journal as partner, with free distribution of 150 thousand daily copies, in main street corners of the city.
Effectiveness
Besides the best result of all, the paper economy, the action gained spontaneous media in lots of websites, estimated in US$ 500.000.