ActionAid: INVERSION

Credits & Description:

Advertiser: ACTION AID
Agency: F/NAZCA SAATCHI & SAATCHI
Category: Charities, Not for Profit and Public Information
Account Team: Carla Sá | Flavia Cerqueira | Malu Miranda | Aline Lopes | Fernanda Mathias (F/Nazca Saatchi/Saatchi)
Art Director: Cidney Neto (F/Nazca Saatchi/Saatchi)
Project Managers: Cristina Clarke | Fabrício Toth (F/Nazca Saatchi/Saatchi)
Creative Director: Fabio Fernandes (F/Nazca Saatchi/Saatchi)
Client Supervisor: Glauce Arzua (Action Aid)
Agency Producers: João Maia | Alessandra Gamberali (F/Nazca Saatchi/Saatchi)
Copywriter: João Resende (F/Nazca Saatchi/Saatchi)
Art Director: Thiago Manhães (F/Nazca Saatchi/Saatchi)
Technology: Paulo Pacheco (F/Nazca Saatchi/Saatchi)
Creative Director: Carlos Di Celio (F/Nazca Saatchi/Saatchi)
Planner Team: José Porto | Carla Sá | Utymo Oliveira (F/Nazca Saatchi/Saatchi)
Digital Producer: Marcus Macarroni (F/Nazca Saatchi/Saatchi)
Media Team: Lica Bueno | Marylena Gorayeb | Keila Marconi (F/Nazca Saatchi/Saatchi)
Brief Explanation
ActionAid is an international anti-poverty organization that, like any other NGO, needs donations to continue its work. But in tablet magazines, while other advertisers invest in technology to develop unique pieces, we needed to create an attention-getting ad without a big production budget.We simply inverted the ad upside down. But what seems to be a common bug of the tablet, which causes a natural reaction of inverting the position in order to put the image back into the right direction, would still appear inverted. Only after the second inversion is the image shown in the correct position, bringing the message: “Poverty is like this: hard to turn around. Tap to help us solve it.”