Ngo: THE HUMAN BEING HAS GONE PUBLIC

Credits & Description:

Category: Best Low Budget Campaign

Advertiser: THE DEVELOPMENT NGO COORDINATOR

Product/Service: NGO

Agency: LA DESPENSA INGREDIENTES CREATIVOS

Date of First Appearance: Nov 30 2010

Entrant Company: LA DESPENSA INGREDIENTES CREATIVOS, Madrid, SPAIN

Creative Executive Director: Miguel Olivares (La Despensa)

Creative Executive Director: Javier Carrasco (La Despensa)

Creative Director: Belén Coca (La Despensa)

Account Director: Alfredo González (La Despensa)

Account Executive: Tania Martínez (La Despensa)

Art Director: Guilllermo Roda (La Despensa)

Art Director: Hector Rodríguez (La Despensa)

Copywriter: Jorge Sánchez (La Despensa)

Technic Director: Marimar Ruiz (La Despensa)

Director: Pedro Aguilera (ATIC)

Producer: Rafael Endeiza (ATIC)

Media placement: Online Campaign - www.thehumansgroup.com - 30 November 2010



Describe the brief/objective of the direct campaign.

The Development NGO Coordinator is not a NGO. It is formed by more than 450 organizations focused on different fields of cooperation. The objective was to inform people about what the NGO Coordinator does.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We 'leaked' our group to various financial media outlets who reported on it. In times of extreme commercialization, we have created a fictitious holding that announces that the most reliable security that exists has gone public: The Human Being.



Explain why the creative execution was relevant to the product or service.

In a world full of concrete messages from different NGOs, we needed to launch a single, powerful idea that stroke the audience and represented the 450 NGOs that form the Coordinated. The campaign was especially relevant given the crisis provoked by banks and large corporations: we used their communication codes to subvert it with our message.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

With only €15,000, we have managed to inform thousands of people about the Coordinator’s work and invested in the Human Being.

The campaign had a great coverage in the media with 957.635€ of free publicity.



We got thousands of people joining the Facebook Group ‘ Yo invierto en el Ser Humano’ ( ‘I invest in human being’).