Settlements Integrated Campaign by Pancho Gonzalez |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Settlements PRIMARY FUNCTION: Integrated Campaign INSPIRATION: 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.or UNIQUE PROPERTIES / PROJECT DESCRIPTION: 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.or OPERATION / FLOW / INTERACTION: Integrated campaign across Chile, Perú, Argentina, Brazil and Colombia. PROJECT DURATION AND LOCATION: Chile, Peru, Argentina, Brazil and Colombia. |
PRODUCTION / REALIZATION TECHNOLOGY: Integrated campaign across 5 countries in South America. SPECIFICATIONS / TECHNICAL PROPERTIES: Trailers, posters, digital ads and social media. TAGS: Settlements, Favela, Asentamientos, Chile, Perú, Colombia, Brazil, Argentina, Inbrax, Techo, Latam RESEARCH ABSTRACT: 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. CHALLENGE: First online collecting campaign done by Techo Latam. ADDED DATE: 2020-03-18 04:03:49 TEAM MEMBERS (2) : Nico Rubio, Jorge Fajardo, Camilo Sánchez, Pancho González, Marcelo Concha, Carolina Pinheiro, Cristián Chávez. and Producers: Prójimo, Los Notarios, Deiro Films, La Motoneta IMAGE CREDITS: Prójimo Los Notarios La Motoneta Deiro Films Fandando PATENTS/COPYRIGHTS: Prójimo Los Notarios La Motoneta Deiro Films Fandando |
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| Visit the following page to learn more: https://vimeo.com/383336599 | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Inbrax PROFILE: Omnichannel comprehensive advertising agency with 10 years of experience in the Chilean market, with operations throughout Latin America through the Constellation Group. Started 2010 with just three people and today are already 35 talents working for local and global brands, and our work has been recognized in Chile and abroad, developing the digital ecosystem of each of our clients with successful financial results. |
| AWARD DETAILS | |
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Settlements Integrated Campaign by Pancho Gonzalez is Winner in Advertising, Marketing and Communication Design Category, 2019 - 2020.· Press Members: Login or Register to request an exclusive interview with Pancho Gonzalez. · Click here to register inorder to view the profile and other works by Pancho Gonzalez. |
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