Category: Charities
Advertiser: SOS MATA ATLANTICA
Product/Service: FUND RAISING
Agency: DDB BRASIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Joao Mosterio (DDB Brasil)
Copywriter: Tomas Correa (DDB Brasil)
Art Director: Mozar Gudin (DDB Brasil)
Art Director: Rodrigo Buim (DDB Brasil)
Art Director: Gustavo Rates (DDB Brasil)
Photographer: Sergio Prado (DDB Brasil)
Production Manager: Marianna Sanches (DDB Brasil)
Convergence Director: Joca Guanaes (DDB Brasil)
Media placement: Indoor - Stores - 27/04/2012
Describe the brief/objective of the direct campaign.
The SOS Mata Atlantica foundation needed to raise funds for its reforestation program and generate awareness and commitment to the cause as well as stress the importance of sustainable consumption.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A large portion of Mata Atlantica was destroyed due to the intensive deforestation of noble woods used for furniture manufacturing. Our challenge was: how can we engage people to help us change this scenario? Asking for donations to plant a tree was not enough. We needed to bring awareness to more sustainable behaviour. For mankind to have a piece of furniture at home, animals would lose a tree in their home. We did what was only fair: we proposed the reverse scenario. But how could we do that without having people get rid of their furniture?
Explain why the creative execution was relevant to the product or service.
We created an innovative product. We created the design-object which symbolizes the lack of a piece of furniture. When purchasing Decor Exchange products people would bring home the shadow of a piece of furniture. In exchange animals would get numerous trees planted in their home. That’s because all of the proceeds were invested in a reforestation programme by SOS Mata Atlantica. Decor Exchange was a fun way to help the environment. At first it was sold in its own store but quickly it started being sold in other interior design stores. To donate money for a tree means to simply donate money. To trade a piece of furniture for a tree means commitment and behavioural change.
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.
In just one month hundreds of trees were planted. By the time this was written, the second edition of shadows was being manufactured. The brand became a sustainability reference. Stores that carried the products and people that owned them were perceived as cool for showing they cared about sustainable consumption without being eco-annoying.