Unimed Curitiba: SALT SHAKERS

Credits & Description:

Advertiser: UNIMED CURITIBA
Agency: BRONX COMUNICACAO
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Media: Alessandra Bridi (Bronx Comunicação)
Illustration: Eduardo Rosa (Bronx Comunicação)
Copywriter: Marcelo “erudito” Guimarães (Bronx Comunicação)
Account Manager: Aline Daros (Bronx Comunicação)
Producer: Milton Ribeiro (Bronx Comunicação)
Creative Director: Alexandre Silveira (Bronx Comunicação)
Art Director: Marlus Dexter Lau (Bronx Comunicação)
Account Manager: Michele Silva (Bronx Comunicação)

Outcome
On April 26th, more than a thousand people were reached in the engaged restaurants and throughout the day 15,000 others shared videos and photos on social networks.

Client Brief Or Objective
We were briefed to promote awareness about a dangerous illness: hypertension. The solution should take place on April 26th, the World Hypertension Day.

Relevancy
It was a friendly way to convey the message at a timely moment to discuss the matter: lunchtime. When people wanted to add salt to their food they saw a little bad guy for health on their hands.

Implementation
As salt is one of the main culprits of this terrible illness, Unimed – Brazil’s largest health insurance company – realised the need to warn people about its use. So we put illustrations of classic bad guys such as cowboy bandits and thieves over regular salt shakers with the message: 'Salt can be a great villain. Avoid it.'On the day, some of Curitiba’s main restaurants replaced their salt shakers with ours.