Pamplona Town Hall: THERMOMETER AND SPEECH BUBBLES

Credits & Description:

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

Advertiser: PAMPLONA TOWN HALL

Product/Service: GLOBAL WARMING AWARENESS CAMPAIGN

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 - SEPTEMBER 2009



Results and Effectiveness

This campaign was carried out in a period of 7 days, coinciding with the European Week for Mobility, but the client decided to prolong it one more week, due to the impact in means and positive reactions of the people.
The action had great notoriety and repercussion in media:

INTERNET: diariodenavarra.es, noticiasdenavarra.com, anuncios.com
PRESS: Diario de Navarra, Diario de Noticias, Qué
TELEVISION: TVE (main Spanish television channel)
The campaign had a very low budget to be carried out but it obtained a great economic repercussion in media.



Creative Execution

We choose actions of street guerrilla warfare as our strategy. Over 400 Speech bubbles made out of foam were placed around the city to represent plants, flowers, trees, birds and gardens thanking the population for using public transportation.

This action was reinforced by huge thermometers, which tainted the water of the main fountains red to simulate an explosion due to the high temperatures.



Insights, Strategy & the Idea

Objective:
Make society aware about the need to use less contaminating transportation methods given the dangerous increase of temperature in the city.

Target:
This action is part of the integrated campaign for the Mobility Week. The increase of temperature has been significant and this is what the Town Hall wanted to let all citizens know.

Concept/Strategy:
During the European Week for Mobility, the whole city woke up full of speech bubbles: the plants, gardens, fountains, flowers, trees, pots, birds, of the city thanked us for walking, for using public transportation, for not using our cars.
In order to reinforce this campaign with a spectacular action a fountain in the middle of the main traffic road of the city had a giant thermometer installed inside that simulated the explosion due to high temperatures dying the fountains water red.