Pamplona Town Hall Promo, Case study GLASSES AND VOMIT by Gaps

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

Advertiser: PAMPLONA TOWN HALL

Product/Service: ALCOHOL ABUSE AWARENESS

Agency: GAP'S

Date of First Appearance: Nov 15 2009 12:00AM

Entrant Company: GAP'S , Pamplona, SPAIN

Executive Creative Director: Rafael Rodríguez Galobart (Gap's)

Account Team: Sonia Ledesma (Gap's)

Creative Director: Juan Antuñano (Gap's)

Account Manager: Tamara Ros (Gap's)

Account Team: Maria Egaña (Gap's)

Account Team: Cecilia Carrasco (Gap's)

Writer: Carla Garraus (Gap's)

Media placement: OUTDOOR - OUTDOOR - NOVEMBER 2009

Results and Effectiveness

The effect has been astounding and groundbreaking. The campaign has been novel in its “spectacularity” and impact. It very graphically and directly visualises a social problem. It obtained more than 10 million impacts throughout the media and has been the most commented on news item on the Internet for various days in media in the region.
In publicity, the economic repercussion, without cost, tripled the real budget of the campaign.
Oroz, one of the reference points for graphic humour in Spain, dedicated a comic strip to us, for 4 consecutive days on one of the most widely circulated national newspapers.

Creative Execution

The action was to put giant glasses in some of the city’s strategic points where the youth frequently meets. We locked adolescents inside those glasses which are the typical glasses used to drink alcohol. On the glass you could read: Do not let it catch you. Walk away from alcohol and drugs.
We also installed vinyls in over 400 different places around the city simulating the position of hands leaning over the wall in which people stand when they are feeling sick because of alcohol. On the ground there was a second vynil simulating vomit with a message that read: Do not let alcohol and drugs make you end up like this.
This action was complemented with hostesses distributing sick bags, merchandising, as well as conventional publicity actions and other street events, and talks/discussions in secondary schools and training centres.

Insights, Strategy & the Idea

Objective:
Try to reach the general public and specially the youth to make them aware about the risks of alcohol abuse.

Target:
Specially oriented to a young public aged between 14 and 18, given that they are the population that is most exposed to this problem is Spain.

Concept/Strategy and idea:
The concept that was used is: Do not let alcohol catch you. Walk away from alcohol and drugs. Spanish adolescents begin to drink alcohol at a very young age which implies many risks. This is why the problem has to be faced in a direct manner, and this is what we chose to do.
The action was to put giant glasses in some of the city’s strategic points where the youth frequently meets and spread stickers of vomit, a very visual effect of what alcohol can do to us.