Graacc: I'M A KID FAN

Credits & Description:

Category: Charities, Public Health & Safety, Public Awareness Messages

Advertiser: GRAACC

Product/Service: CHARITY

Agency: PONTO DE CRIAÇÃO

Date of First Appearance: Mar 30 2010 12:00AM

Entrant Company: PONTO DE CRIAÇÃO, São Paulo, BRAZIL

Creative Director: Ana Paula Marques (Ponto de Criação)

Creative Director: Cristiano Canguçu (Ponto de Criação)

Copywriter: Margit Junginger (Ponto de Criação)

Art Director: Cleber Rodrigo (Ponto de Criação)

Account Vice President: Cristiano Corrêa (Ponto de Criação)

Account Director: Ana Foryan (Ponto de Criação)

Account Assistant: Patrícia Santos (Ponto de Criação)

Planning Director: Juliana Nappo (Ponto de Criação)

Media Director: Lusia Nicolino (Ponto de Criação)

Graphic Producer: Richard Denami (Ponto de Criação)

Project Manager: Francine Novo (Ponto de Criação)

Executive Producer: Rafael Marques (Ponto de Criação)

Marketing Manager: Shysleine Rita Tomasi Rocha (GRAACC)

Media placement: Indoor decoration - Hospital - 30.03.2010

Media placement: Clothing Line - Hospital - 30.03.2010

Media placement: Packaging - Hospital - 30.03.2010



Describe the objective of the promotion.

GRAACC, one of the most respected institutions for youth cancer treatment, wanted a brand to license products as an alternative means of fundraising.



Describe how the promotion developed from concept to implementation

The name of the brand had been created. It lacked a visual identity that would be versatile, easily understood and happy to win over consumers.



Describe the success of the promotion with both client and consumer including some quantifiable results

Several celebrities joined the cause and Croc was the first to license products.



Explain why the method of promotion was most relevant to the product or service

The “ok” sign was adopted using the institution’s colour palette. The brand conveyed a positive attitude and can be utilised as a pattern or in isolation, “embracing” other objects.