Graacc: THERMIC SHIRT

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)

Creative Director: Margit Junginger (Ponto de Criação)

Copywriter: Margit Junginger (Ponto de Criação)

Art Director: Keila Akemi (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)

Planner Director: Juliana Nappo (Ponto de Criação)

Media Director: Lusia Nicolino (Ponto de Criação)

Project Manager: Francine Novo (Ponto de Criação)

Producer: Rafael Marques (Ponto de Criação)

Marketing Manager: Shysleine Rita Tomasi Rocha (GRAACC)

Media placement: Ambient - Streets - 30.03.2010



Describe the objective of the promotion.

GRAACC is one of the most respected centres for youth cancer in Brazil. Every year, the organisation sponsors a Race for Life.



Describe how the promotion developed from concept to implementation

In order to promote the race, Carlos Dias, an ultra marathon runner, ran for 12 hours non-stop using a special shirt.



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

In 5 days, the shirt sold out and the race commemorated record registration numbers: 2000 people.



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

Made of a thermo-active fabric, which changes color with body heat, the shirt had the words “youth cancer” written on the back. As Carlos ran, the words disappeared.