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by Silvio Acevedo
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This campaign promotes Good Books, an organization that sells books to give all their profit to Oxfam. And what could be more apropriate to do so than an action consisting on "devoted fans paying homage" to a writer. This "graphic equivalent of a drug fueled rant" intends to both honour the memory of Hunter S. Thompson and help spread the word about this people who sells culture just to give money for nothing.

Concept by String Theory
Directed by Buck
Creative Director: Ryan Honey
Executive Producer: Maurie Enochson
Producers: Nick Terzich, Alyssa Evans, Emily Rickard
Coordinator: Ben Tucker
Associate Creative Director: Joshua Harvey
CG Supervisor: Doug Wilkinson
Animation Director: Steve Day
Art Director: Joe Mullen
Designers: Joshua Harvey, Joe Mullen, George Fuentes, Trevor Conrad, Jenny Ko, Jon Gorman
2D Animators: Joe Mullen, Harry Teitelman, John MacFarlane, Jamal Otolorin, Joshua Harvey,
William Trebutien, Matt Everton, Taik Lee, Tristan Balos, Regis Camargo, Kendra Ryan,
George Fuentes, Trevor Conrad, Jahmad Rollins, Matthew Wade
3D Artists: Jens Lindgren, Timm Wagener, Kai Wang, Joao Rema, Albert Omoss, Joshua Harvey,
Christine Li, Kelsey Charlton, Ana Luisa Santos
Compositors: Nick Forshee, Alex Perry, Joshua Harvey, Joe Mullen, Moses Journey, Matt Lavoy,
Jenny Ko, Helen Hsu, Elizabeth Steinberg, Adam Smith
Music and Sound Design: Antfood
Voiceover Artist: Thor Erickson
Software: Flash, After Effects, Maya
Client: Good Books
Agency: String Theory


by Silvio Acevedo
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Thinking of Africa usually evokes starving children, aids and civil wars in our minds, the images we are used to receive from the media when we hear about anything related to the continent. This campaign addresses the problem of this kind of pitiful, stereotyped perspective. The concept they use to archive this, consists in putting things "upside down": asking africans to donate radiators for the poor people from Norway, who live in this very cold country, and freeze to death because they are too poor to afford any means of protecting thierselves from the low temperatures. The ironic call to action intends to make people not only to realize there´s more than disaster in Africa, but to undestand this happens when you only hear one version about what any place is, or any other subject.

Campaign´s web site:
Title: "Radi Aid - Africa For Norway"
Campaign: Africa For Norway
Advertiser: SAIH
Brand: SAIH (Norwegian Students’ and Academics’ International Assistance Fund )
Business Sector Institutional/Public Interest/Non-Profit Org.
Language: English
Tagline: You too can donate your radiator and spread some warmth!
Type: Television & Cinema
Length: 225 seconds
Music: Wathiq Hoosain
Music Lyricist: Bretton Woods
Production Company: Ikind Productions


by Silvio Acevedo
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When a relationship is over, you usually keep things from your ex in your house. Things you usually don´t use again, at least for a long time. Things that could come in handy for those people who can´t afford them, and who just see them as things. With this insight in mind, McCann São Paulo created this campaign, to encourage people to donate their ex´s stuff to the Salvation Army. With the tagline "Too bad it´s over. But since it´s over, donate", the agency used the opportunity the holliday brought to deliver a message both clever and fresh.

Title "Ex-Valentine's Day"
Agency WMCCann
City São Paulo
Campaign Ex-Valentine's Day
Advertiser The Salvation Army
Brand The Salvation Army
Business Sector Charities, Foundations, Volunteers
Language English
Tagline Too bad it's over. But since it's over, donate.
Tagline (original language) Que pena que acabou. Mas ja que acabou, doe.
Type Television
Length 45 seconds
Creative Director Mr. Milton Mastrocessario
Creative Team Carolina Markowicz
Creative Team Fabiano de Queiroz Tatu
Chief Creative Officer Mr. Washington Olivetto
Director Mr. Gabriel Nobrega
Director of Photography Beto Hacker
Media Planner Paula Marsilli
Media Planner Viviane Vela
Media Planner Kaue Guerrero
Media Planner Fernanda Oya
Media Planner Giovanna Novaes
Production Company Vetor Zero Lobo
Sound Zeeg
Source: Adforum


by Silvio Acevedo
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New Zeland was named one of the freest countries in the world. Amnesty International released this Facebook application to make people from this country more conscious about the value of this freedom, by showing the limitations each one can suffer in one´s life by living in countries with regulations that are unthikable in New Zealander´s lifestyle. The app scans one´s Facebook Timeline and shows how many convictions it´s owner would have to face in how many countries for the actions displayed in it. The action lets people feel how things one can take for granted in that country, like respect for their religious beliefs, sexual orientation, the relationship in which one is involved or vinculation with political groups can and would be used against them in several other places.

You can sentence yourself by accessing the application here.

Winner in Cannes Lions 2013

Type of entry: Best use of Digital Direct Marketing.
Category: Websites, microsites and banners.
Award: Gold Lion

Advertising Colenso: BBDO, Auckland, New Zealand
Creative Chairman: Nick Worthington
Creative Director: Levi Slavin
Digital Creative Director: Dan Wright
Art Director: Anna Stickley
Copywriter: Ben Polkinghorne
Account Director: Helen Fitzsimons
Account Executive: Eileen Cosgrove-Moloney
Planner: Hayley Pardoe
Agency Producer: James McMullan
Production: Assembly
Executive Producer: Amanda Chambers
Design Lead: Matt von Trott
Designer: Scott Wilson


by Silvio Acevedo
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During 2012, the sales of Situation Stockholm -a magazine selled by homeless people- dropped, because seeing more people with this problem on the streets made the public more indifferent. In order to make homeless people as well as their issue more visible, the campaign consisted in ads located close to spots where Situation Stockholm sellers work, that showed some of the seller´s real CVs. The action went viral in the internet and, as a result, both the campaign and the homeless subject reached the local media. The consecuence was a dramatic 101.5% increase in the magazine sales.


by Lucia
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The death penalty is on table.

For the first time in a century, Puerto Rico faces the possibility of death penalty. To avoid it, Amnesty International needed to shift public opinion fast.

James Reynolds was convinced to reshoot his known series exclusively depicting the last meals of 5 innocent men, wrongfully executed in the US. The message was placed on fast food trays in leading courts.



To learn more about the campaign: 

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Advertising Agency: DDB Latina, San Juan, Puerto Rico

Chief Creative Officer: Enrique Renta

Creative Director: Leslie Robles

Copywriter: Gabriel Ríos

Art Director: José Rivera

Photographer: James Reynolds

Account Manager: Edgardo Manuel Rivera

Planner: Marisa Pujals


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