Settlements Integrētā Kampaņa — Pancho Gonzalez

Darbs Settlements Integrētā Kampaņa, kura autors ir Pancho Gonzalez, ir augsti novērtēts un ļoti prestižās 2020 Bronzas balva A' Design Award ieguvējs kategorijā Reklāmas, mārketinga un komunikācijas dizains.

BronzasReklāma· 2020

Settlements Integrētā Kampaņa

Autors: Pancho Gonzalez

Klients: Inbrax

Bronzas balva A' Design Award ieguvējs kategorijā Reklāma

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Dizains

Par Settlements Integrētā Kampaņa

Apmetnes ir realitāte visā pasaulē un jo īpaši Latīņamerikā. Šis reklāmas dizains cenšas savākt līdzekļus citādā veidā, un tas tiek darīts, uzsākot filmu, kuras galu galā nebija. Lai iegūtu biļeti, cilvēkiem bija jāiet uz filmas vietni, lai nopirktu biļetes, un, kad viņi to izdarīja, viņi saprata, ka filma neeksistē, tāpēc viņi varēja ziedot savu naudu fondam.

Atzinība

Par Bronzas balva A' Design Award

Settlements Integrētā Kampaņa ir Bronzas balvas A' Design Award ieguvējs, ļoti prestiža atzinība, ko piešķir izciliem dizainiem, kas izceļas ar radošumu, atjautību un viedumu. Bronzas ieguvēji ir pietiekami prasmīgi un pārsteidzoši radoši darbi, kas apliecina to dizaineru plašo pieredzi, iztēli un izdarību. Sagaidāms, ka Settlements Integrētā Kampaņa būs augsti vērtēts, apbrīnots un cienīts priekšmets, ievērojami profesionāls un inovatīvs. Šis ar Bronzas balvu apbalvotais dizains iekļauj labāko praksi mākslā, zinātnē, dizainā un tehnoloģijās un izceļas ar uzmanību detaļām. Settlements Integrētā Kampaņa lieliski apmierina vajadzības, skar vēlmes, valdzina jūtas un piesaista zinātkāri.

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Dizainera sniegtie autori, komandas dalībnieki un tehniskie dati.

Unikālās īpašības: Techo Latam is a non-profit organization with the purpose of overcoming poverty in Latin America and thus ending the settlements. To achieve the goal of raising $50K in donations to eradicate them, the creative strategy was to launch the film Settlements (Favelas) done by trailers of Latin American film directors, showing the reality of their settlements. To have a ticket, you had to enter the site settlements.techo.org and at the time of checkout, the film did not exist.
Izmēri un iepakojums: Trailers, posters, digital ads and social media.
Birkas: Settlements, Favela, Asentamientos, Chile, Perú, Colombia, Brazil, Argentina, Inbrax, Techo, Latam
Ražošanas tehnoloģija: Integrated campaign across 5 countries in South America.
Dizaina izaicinājums: First online collecting campaign done by Techo Latam.
Pētījums: The key points of the challenge and the objectives that were required in the campaign were clear, the idea had to solve how to reach new consumers who are not part of the main percentage of donors of Techo Latam. Based on market research on their behavior at the time of donation; 60% of millennials do them online, they are motivated by social networks; mainly on Facebook with 62% and 14% in charity events. Understanding the buyer person, we devised the creative solution; If they are digital natives, their reason for donation is the moments that appeal to our emotions, which in social networks are inspired to make them. We wonder what they buy most online in Latin America?: cinema, concerts and air tickets. In the cinemas annually, there are more than 339.8 million viewers, with Brazil being one of the pioneer countries with 170 million viewers, within Latin American cinema. So cinema was the language applied.
Iedvesma: The creative strategy focused on launching the film Settlements (Favelas) in Chile, Argentina, Peru, Colombia and Brazil. For this, 5 trailers were created and ran in the aforementioned markets, these trailers were created by renowned film directors from each country and the media strategy focused on displaying these trailers on Facebook (Instagram) and YouTube, with support at the same movie theaters, which invited to buy tickets for the movie on the site: settlements.techo.org.
Projekta ilgums: Chile, Peru, Argentina, Brazil and Colombia.
Darbības plūsma: Integrated campaign across Chile, Perú, Argentina, Brazil and Colombia.
Patenti: Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando
Komandas dalībnieki: Nico Rubio, Jorge Fajardo, Camilo Sánchez, Pancho González, Marcelo Concha, Carolina Pinheiro, Cristián Chávez.
Producers: Prójimo, Los Notarios, Deiro Films, La Motoneta
Attēlu autori: Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando