由設計師 Pancho Gonzalez 創作嘅 Settlements 整合行銷活動係備受推崇嘅 2020 A' Design Award 銅獎得獎作品，獲獎類別為廣告設計。

銅廣告· 2020

Settlements 整合行銷活動

由 Pancho Gonzalez

客戶: Inbrax

廣告類別嘅 A' Design Award 銅獎得獎者

14,436

經驗證嘅獲獎者

驗證設計 #103849 嘅獲獎狀態

訪問網站喺 A' Design Award 查看新聞稿獎項徽章

色彩

設計

關於 Settlements 整合行銷活動

定居點在世界各地都是現實，尤其是在拉丁美洲。該廣告設計旨在以不同的方式籌集資金，並透過推出一部最終不存在的電影來實現這一目的。為了獲得門票，人們必須去電影的網站購買門票，當他們購買門票時，他們意識到這部電影不存在，因此他們可以將錢捐給基金會。

榮譽認可

關於A' Design Award 銅獎

Settlements 整合行銷活動是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Settlements 整合行銷活動將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Settlements 整合行銷活動出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

設計背後

新聞資料包

由設計師提供嘅製作人員名單、團隊成員同技術詳情。

獨特屬性: 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.
尺寸同包裝: Trailers, posters, digital ads and social media.
標籤: Settlements, Favela, Asentamientos, Chile, Perú, Colombia, Brazil, Argentina, Inbrax, Techo, Latam
生產技術: Integrated campaign across 5 countries in South America.
設計挑戰: First online collecting campaign done by Techo Latam.
研究: 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.
靈感: 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.
項目時長: Chile, Peru, Argentina, Brazil and Colombia.
操作流程: Integrated campaign across Chile, Perú, Argentina, Brazil and Colombia.
專利: Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando
團隊成員: Nico Rubio, Jorge Fajardo, Camilo Sánchez, Pancho González, Marcelo Concha, Carolina Pinheiro, Cristián Chávez.
Producers: Prójimo, Los Notarios, Deiro Films, La Motoneta
圖片來源: Prójimo
Los Notarios
La Motoneta
Deiro Films
Fandando