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Silvio Acevedo

Silvio Acevedo

The beach can be a dangerous place, that’s why lifeguards exist. However, the hazards they preserve us from aren’t actually the biggest threats to our lives while we enjoy ourselves at the coast. At least in Argentina, while 274 died drowned in 2014, deaths from skin cancer in the same year climbed to 860. To raise awareness about the problem, LALCEC (Argentinian League Against Cancer) and J. Walter Thompson Argentina created the Sun Lifeguards. With towers facing the people on the beach rather than the sea, this lifeguards were dermatologists who would take care of the tourists by providing sun protection to the people who weren’t using it, making dermatological tests and recommending different sun protection factors through warning flags. The action had massive impact in the media and in social networks.

Winner in Cannes 2015

Category: Media - Use Of Media - Use Of Ambient Media: Large Scale.
Award: Bronze.



Title: SUN LIFEGUARDS
Media: Ambient
Agency: J Walter Thompson Argentina
Advertiser: LALCEC
Brand: L.A.L.C.E.C.
ECD: Anita Rios
Art Director: Juan Lodola/ Ezequiel Irureta
Copywriter: Sebastián Lombroni/ Luciano Griessi
Head of Production: Cosme Argerich
Agency Producer: Belén Solimano
Account Director: Ariel Traverso
Advertiser supervisro: Diego Paonessa
Production company: Primo Buenos Aires
Director: Sepia
Executive producer: Alejandro Di Michele
Producer: Victoria Piantini
Post production: Casa Kiev
Sound: Error Sound

Sources:

Advertolog
Cannes Lions Archive
Error Sound Vimeo Profile

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Live on through your organ donation. This seems to be the message of “The Man and the Dog”, the campaign created by DDB Argentina for FATH (Fundación Argentina de Transplante Hepático), which features a short, strong story. It´s about a dog that follows its master everywhere he goes, until he is hospitalized. The dog can´t enter the hospital, so it waits for a long time, until a woman comes out, and both recognize each other: the woman received an organ of the dog´s master, who passed away, so in this particular way, the dog can still love its master, and he can still love his pet back.

Winner in Cannes 2015

Category: Film - Tv & Cinema Film - Fundraising, Donations & Appeals.
Award: Bronze.



Advertising Agency: DDB Argentina
Creative VP: Hernán Juaregui
Executive Creative Director: Beto Cocito
Agency Executive Producer: Diane Jackson
Account Director: Daniela Tucci
Creative Manager: Pablo Banchieri
Production Company: Central Films North
Director: Rodrigo Garcia Saiz
Executive Producer: John Barreiro
Conceptualizer: Leandro Custo
Production Service Company/Co-Producer: Rebolucion Argentina
Rebolucion EP: Patricio Alvarez Casado
Post Production: The Whitehouse Chicago
Post Executive Producer: Kristin Branstetter
Post Producer: Caitlin Morris
Editor: Matthew Wood
Assistant Editor: Caleb Helper
Post Production: The Mill
Post Executive Producer: Andrew Sommerville
Post Producer: Samantha Letzler
Colorist: Luke Morrison
Lead 2D Artist: Randy McEntee
2D Artists: Michael Sarabia, Jonathan Freeman
Audio Engineer: Nicholas Papaleo
Music: “Stuff We Did” by Michael Giacchino

Sources:

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The idea of animals as authors is a fascinating one. And the concept of capturing their very own point of view of nature is interesting and original. “Animal Copyrights” is the result of combining them both to raise funds for endangered species, as well as to study nature in a different way. The initiative consisted in putting small cameras on wild animals. This made possible to obtain filmic record of natural locations from the animal´s perspective, since they were actually shot by them. A selection of the best images from the footage was used to create a collection of photographs which was put on sale on Latinstock. The profits obtained are, of course, destined to assist the best interest of their owners.


Winner in Cannes 2015

Category: Promo And Activation - Use Of Promo & Activation - Sponsorship Or Partnership Campaigns.
Award: Bronze.

Brand: WWF
Media: Online
Category: Public interest
Agency: Cheil
Geo: Spain
WWF / Latinstock: Animal copyrights
Advertising Agency: Cheil, Madrid, Spain
Executive Creative Director: Breno Cotta
Copywriters: Isaac Maroto, Cristina Alonso
Art Directors: Diego Rodriguez, José Venditti
Production Company: Jabuba Films
Published: May 2015
Executive Creative Director: Breno Riviere-Guimaraes Cotta(Cheil Spain)
Art Director: Diego Rodríguez Fraile(Cheil Spain)
Producer, Director and post-producer: Julio Arenas Garcia-Puente(JABUBA FILMS)
Producer, Director and post-producer: Alberto Peláez Valtuille(JABUBA FILMS)
Copywriter: Cristina Alonso del Río(Cheil Spain)
Copywriter: Isaac Maroto(Cheil Spain)
Executive Producer: Jordi Civit(BEAT MUSIC)
Art Director: José Venditti(Cheil Spain)
Technology Director: Roberto Torres(Cheil Spain)
Producer, Director and post-producer: Rubén Cuñarro González(JABUBA FILMS)
The Online Advert titled Animal copyrights was done by Cheil Madrid advertising agency for brand: WWF in Spain. It was released in the May 2015.

Source:

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A big part of creating good advertising is about getting your target´s atention. There are many ways of archieving this, and advertisers use and abuse them constantly. Still, it´s not everyday you see a creature following you from one board to another, staring at you. This is what OglvyOne London made happen in this campaign for Battersea Dogs & Cats Home. Near the places the boards were placed, passerbys were given leaflets, that had a chip on them. This way it was possible to make the boards display a dog looking at the camera, that would follow anyone carrying a leaflet in this "persistent" way.

Winner in Cannes 2015

Category: Direct - Use Of Direct Marketing - Targeted Ambient Media: Large Scale
Award: Shortlist



Category: Household, garden & pets
URL: http://lookingforyou.org.uk
Media: Outdoor
Client: Battersea Dogs & Cats Home
Agency: OgilvyOne London
Country: United Kingdom
The Ambient Advert titled Looking For You was done by OgilvyOne London advertising agency for brand: Battersea Dogs & Cats Home in United Kingdom. It was released in the May 2015.

Sources:

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It´s usually accepted that retaining a customer is cheaper than making a new one. This is the reason why many companies make it difficult to cancel a contract of a service, making the process as long as possible to discourage the decision. This happens to be the case of internet, mobile and cable tv in Brasil, except in this cases waiting can actually take months. In order to both stress the disproportionate amount ot time required for this task, as well as the value this time has, Reclame Aqui and Grey Brazil invited the graffiti artist Vermelho, to call his mobile company to cancel the service, and during all the time he had to wait for this to actually happen, he made graffitis painting on a wall, right in front of the company´s headquarters. The action not only archieved social and massive media exposure, it actually inspired a new draft law, that made it possible to cancel one´s service in five minutes.

You can visit Reclame Aqui´s website here.

Winner in Cannes 2015
Category: Pr Practices & Specialisms Corporate Reputation & Communication
Award: Silver


Brand: Reclame Aqui
Media: Ambient
Category: Public interest
Agency: Grey
Geo: Brazil
Grey Brasil / Reclame Aqui: The art of waiting
Advertising Agency: Grey Brasil
Chief Creative Officer: Rodrigo Jatene
Creative Director: Federico Russi
Creatives: Eduardo Nose, Lucas Heck
Copywriter: Federico Russi
Media: Davi Monteiro
RTVC: Natacha Veiga, Renata Ruas
Directors: Diego Biazzon, Matheus Ruas
Executive Producer: Tiago Schenk
Producer Account Executive: Tiago Schenk
Post-Production: Produtora Studio Fly
Production / Finish: Produtora Studio Fly
Sound Production: Technologica Áudio Online
Producer (Sound Track): Andre Ditti
Sound Engineer: Lucas Benetti
VO Direction: Felipe Pagnossin
Sound Design: Lucas Benetti
Producer Account Executive: Vivi Rocha
The Ambient Advert titled The art of waiting was done by Grey Sao Paulo advertising agency for brand: Reclame Aqui in Brazil. It was released in the Jun 2015.

Sources:

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Eating salt excessively can be dangerous for one´s health. However, while in most cases anyone can at least realize that certain amount of food is excessive, when it comes to salt this is easier to overlook, basically because... it almost can´t be looked at. Grey Argentina and Fundación Favaloro created a coloured salt they gave away in the Foundation´s hospital during the World Salt Awareness Day, and in other places such as supermarkets, restaurants and public places. This created massive impact in the media and social networks, and even attracted support from the most important salt manufacturer in Argentina.

Winner in Cannes 2015

Category: Media Product & Service Charities (Incl. Fundraising, Donations & Appeals)
Award: Shortlist




Festival: PR: Sectors: Healthcare & Wellbeing
Awards: Bronze
Advertiser: FUNDACIÓN FAVALORO
Agency: GREY ARGENTINA
Geo: Argentina
Advertiser Supervisor: ALEJANDRA MARINO (FUNDACIÓN FAVALORO)
Account Director: CECILIA DE LA FUENTE (Grey Argentina)
Executive Creative Director: DIEGO MEDVEDOCKY (Grey Argentina)
Agency Producer: GUIDO URRUTIA (Grey Argentina)
Executive Producer: IONI BORISONIK (Oruga Cine)
Agency Producer: PATRICIO BROWNE (Grey Argentina)
Creative Director: SEBASTIÁN GRACCIOLI (Grey Argentina)
Agency Producer: SERGIO BONAVIA (Grey Argentina)
DIGITAL PROJECT MANAGER: AYELEN PRIVATO (Grey Argentina)
Creative Director: DIEGO GUELER MONTERO (Grey Argentina)
Account Executive: ESTEFANÍA PRIETO (Grey Argentina)
Copywriter: FACUNDO MARTINELLI (Grey Argentina)
Art Director: FLORENCIA LODA (Grey Argentina)
VP CLIENT SERVICE: FLORENCIA PEREYRA (Grey Argentina)
Director: MARTIN LEVI (Oruga Cine)
The Case study titled THE SALT YOU CAN SEE [image] was done by Grey Buenos Aires advertising agency for brand: Fundacion Favaloro in Argentina. It was released in the May 2015.

Sources

Ads of the world

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In a world full of -and obsessed with- modern communication devices of all types, books may seem a little out of date, specially for younger generations. To revitalize digital native´s interest in the written word, the campaign features the library card of three different books, and the signatures of important cultural figures of the present day, who have been influenced by them.

Winner in Cannes 2015

Category: Outdoor - Billboards & Street Posters - Fundraising, Donations & Appeals, Charities, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages Award: Silver



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The murder of 12 innocent people in Charlie Hebdo´s offices on January 2015 was perpetrated by a violent group to silence the magazine. Besides the tragical loss of human lives, Reporters Without Border´s point in this campaign is that we can´t coexist with that kind of violence. Cartoonists are supposed to create cartoons and be let do that, the same way nobody is supposed to respond to no one else´s opinion with violence. The very idea of such a thing should remain strange to us, as much as cartoonist reading their work, instead of drawing it. As expressed in the campaign´s site, "the audio cartoons are our way of showing the surrealism of what happened in Paris. Because if cartoonists can’t express their opinions anymore with paper and ink, what’s next?".

Visit the organization´s webiste

Winner in Cannes 2015

Category: Film - Online Film - Charities, Fundraising, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages
Award: Silvier







You can watch the rest of the videos here.

Advertising Agency: Publicis, Brussels, Belgium
Creative Directors: Tom Berth, Geert De Rocker
Creatives: Tom Berth, Geert De Rocker, Seb De Roover
Head of Digital: Seb De Roover
Account team: Johan Parmentier, Julie Vanderstichele
Web design: Jérémie Acquisto
Web production: Tom Vandenbossche
UK copy: Maarten De Maayer
Sound studio: Raygun
Film production: Adult Image
Sound design: Toon Jansegers, Peter Baert, Menno Van Riet
Director: Walter Van Cleynenbreugel
Camera: Norman Baert
Editor: Joris Vanden Berk
Film producers: Kim Vandercruyssen, Tatiana Pierre

Sources:

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Shooting with vintage cameras (true to their respective eras) and using real-life gay couples to create home movies of weddings from a past that should have been this is our tribute to those who were never allowed by law to marry. It's also a call to action to support a fundamental human right that should no longer be denied anyone, anywhere.

Campaign´s site: http://lovemadelegal.com/

Winner in Cannes Lions 2015

Category: Film - Online Film - Charities, Fundraising, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages
Award: Gold Lion



Agency: FCB Toronto
Category: Charities & appeals
URL: http://lovemadelegal.com/
Media: Web Film
Client: PFLAG
Agency: FCB Toronto
Production: Lord + Thomas, Duckpond Creative
Country: Canada
Chief Creative Officer: Jon Flannery
Creative Director: Jeff Hilts
Copywriter: Krystle Mullin
Producer: Carra Greenberg
Executive Producer: Jared Stachowitz
Executive Producer: Katie Roach
Executive Producer: Josh Greenberg
Sound: Jason Ryan
Editor: Ilsa Misamore
Print Producer: Victor Carvalho
Account team: Cynthia Roach
Account team: Rebecca Gorveatt
Media – Initiative Shannon Pluem, Ryan Ghaeli
Music House/Sound: RMW
Editing House: LORD&THOMAS

Sources:

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This is a video about homelessness. It’s tagged with the following: home, success, luxury, friends, car, family, love, and joy. All the things that homeless lack. So what’s the point? The point is that these keywords send advertising money towards the non-profit that put on this video, a non-profit that helps the homeless.

Arrels Fundació´s website: http://www.arrelsfundacio.org/es



Winner in Cannes 2015

Category: Film - Online Film - Charities, Fundraising, Appeals, Non-profit Organisations, Public Health & Safety, Public Awareness Messages
Award: Gold Lion

Brand: Arrels Foundation Media: Online Category: Public interest
Agency: McCann
Geo: Spain
Title: YOUTUBE ARRELS
Arrels Fundació: The most boring viral video
Advertising Agency: The Cyranos McCann, Spain
Production Manager: Alba Riart (The Cyranos//McCann)
Art Directors: Alejandro García (The Cyranos//McCann)
Producer: Ana Tejada (The Cyranos//McCann)
Project Manager: Celeste Ruíz (The Cyranos//McCann)
Art Directors: Eduard Cubel (The Cyranos//McCann)
Creative Directors: David Fernández (The Cyranos//McCann)
Creative Directors: Joaquín Espagnol (The Cyranos//McCann)
Managing Director: Federico Duberti (The Cyranos//McCann)
Art Directors: Fernando Javier Riveros (The Cyranos//McCann)
Copywriter trainees: Marcelo Idárraga (The Cyranos//McCann)
Copywriters: Jaume Rufach (The Cyranos//McCann)
Copywriters: Matías López (The Cyranos//McCann)
Strategic Planning Director: Oriol Bombí (The Cyranos)
Account Executive: Laia Gilibets (The Cyranos//McCann)
Creative President: Leandro Raposo (The Cyranos//McCann)
Copywriter trainees: Silvia Ocaña (The Cyranos//McCann)
Planner: Marc Blanco (The Cyranos//McCann)
Copywriters: Nil Murtra (The Cyranos//McCann)
Executive Creative Director: Pablo Colonnese (The Cyranos//McCann)
Production Assistant: Paulina Ramírez (The Cyranos//McCann)

Sources:

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