Presidencia De La Republica: WITHOUT LETTER

Credits & Description:

Category: Best Use of Print

Advertiser: PRESIDENCIA DE LA REPÚBLICA

Product/Service: HUMANITARIAN COLOMBIA

Agency: SANCHO BBDO

Date of First Appearance: Dec 5 2010

Entrant Company: SANCHO BBDO, Bogotá, COLOMBIA

Chief Creative Officer: Giovanni Martínez (Sancho BBDO)

Chief Creative Officer: Hugo Corredor (Sancho BBDO)

Senior Copywriter: Andrés Norato (Sancho BBDO)

Art director: Claudia Murillo (Sancho BBDO)

Copywriter: Daniel Mosquera (Sancho BBDO)

Designer: Oscar Romero (Sancho BBDO)

Designer: Leonardo Salgado (Sancho BBDO)

Production: Juan Camilo Hernández (Sancho BBDO)

Account Manager: Carolina Acosta (Sancho BBDO)

Account Manager: Jose Pablo Arango (Sancho BBDO)

Media placement: News Paper - La República - 5 December 2010

Media placement: News Paper - El Espectador - 5 December 2010

Media placement: News Paper - Portafolio - 5 December 2010

Media placement: News Paper - El País - 5 December 2010

Media placement: News Paper - El Tiempo - 5 December 2010

Media placement: News Paper - La Patria - 5 December 2010



Insights, Strategy & the Idea

Colombia was experiencing the greatest wintry catastrophe of the last 60 years, the aid that had been collected was very small, and it was necessary to ensure that many more people will donate in a very short time.

The presidency of the republic created a program called “Colombia Humanitaria” and we should make it known quickly and clearly to reach many Colombians.



Creative Execution

We got the 6 most read and influential newspapers in Colombia to donate one day one of the letters of its name, and in the bottom of the cover we put a text saying “We all have something to donate and the place to do it”.



Results and Effectiveness

Thousands of Colombians followed the example of their newspapers and started to donate, 350 Colombian companies joined the cause by donating in cash or in kind.

The initiative was so popular that other mass media, in later days also decided to remove letters from their names or logos.