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Silvio Acevedo

Silvio Acevedo

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.

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Nutritional facts labels let you know what you are consuming and, depending of what it shows, they can also work as a way to persuade people to buy a certain product. For this campaign, Young & Rubicam Beiging used the "potential" breast milk has in this kind of communications, to promote breastfeeding in this Unicef campaign. By showing the wide range of nutrients it contains in this very familiar "language", the campaign makes it´s strong point in a very original way.

Winner in Cannes Lions 2013

Type of entry: Billboards and Street Furninture.
Category: Outdoor Lions - Charities
Award: Bronze Lion





Advertising Agency: Y&R, Beijing, China
Executive Creative Director: Nils Andersson
Creative Directors: Ronnie Wu, Donghai Liu, Chen Lei
Art Directors: Chen Mo, Jianjun Geng, Ronnie Wu, Nils Andersson
Copywriters: Donghai Liu, Gao Han, Nils Andersson
Designers: Chen Mo, Jianjun Geng
Published: April 2013

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The message of this campaign is very similar to that of the Unicef Sweeden´s "Likes don´t save lives" campaign, except in this opportunity the claim states that "liking isn´t helping" victims of crises. The thumbs-up gesture of many hands in the same image with terrible situations suffered by people who endure catastrophic consecuences of a war, a flood and an earthquake, intend to stress how inadequate a tool it can be to only like a certain Facebook page. Again, the objective of the campaign is to convince people to join the organization as volunteers with a higher level of commitment.

Winner in Cannes Lions 2013

Type of entry: Billboards and Street Furninture.
Category: Outdoor Lions - Charities
Award: Silver Lion







Advertising Agency: Publicis, Singapore
Chief Creative Officer: Erik Vervroegen
Executive Creative Director: Ajay Thrivikraman
Creative Director: Kris Ng
Copywriter: Dunstan Lee
Art Directors: Tan Zi Wei, Chua Xiu Lu
Photographer: Sebastian Siah / Shooting Gallery / Getty Images
Producer: Lynn Cheng
Account Manager: Khoo Kai Qi
Other Credits: Wishing Well

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The 1 Meter of Peace Project proposes to expresses the desire of reaching world peace by sharing "1 meter of peace"at a time.They gifted 1 meter of peace to more than one thousand people in Argentina, Brazil, Chile, Uruguay, Spain, and European countries.And they asked every person who received it to collaborate with a picture to feed the project´s website: http://dameunmetrodepaz.tumblr.com/.
You can contact them through their email This e-mail address is being protected from spambots. You need JavaScript enabled to view it and receive your meter of peace. For now, it would be necessary for you to pay the shipping if you don´t live in Argentina,until they find a way to do so for free.


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Eye catching campaigns using the same concept. Each one can draw his or her own conclusions about them.

Reporters without borders: "No freedom of information, no voice of opposition".

Amnesty International: "On the nose".


ISHR: "Dictadors"

Sources:

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The Australian organization "Save our Sons" raised near $1.75 million to fund clinical trials that could stop DMD in its tracks. However, this is only half the money necessary, so they created "The most powerful arm" to archive their goal: a mechanical arm that can help children with DMD to write, but that is used in this campaign to enable anyone to sign a petition to the Australian government to match the funds already raised, to start to solve this problem as soon as possible. To sign is as simple as install a facebook application on your profile, and typing name and email address in. The arm is filmed with a videocamara, so it can be seen while it writes the names down.The Duchenne Muscular Dystrophy is a rare disease that destroys the muscular tissue of the patient, reducing his or her capacity to move untill complete paralysis, and it eventually results on the patient´s death. The symptoms usually show by the age of five, and most of the children that suffer this condition don´t survive their late teens.
The Australian organization "Save our Sons" raised near $1.75 million to fund clinical trials that could stop DMD in its tracks. However, this is only half the money necessary, so they created "The most powerful arm" to archive their goal: a mechanical arm that can help children with DMD to write, but that is used in this campaign to enable anyone to sign a petition to the Australian government to match the funds already raised, to start to solve this problem as soon as possible. To sign is as simple as install a facebook application on your profile, and typing name and email address in. The arm is filmed with a videocamara, so it can be seen while it writes the names down.
Campaign´s Siite: http://www.themostpowerfularm.com



Client: Save Our Sons & Duchenne Foundation
Agency: Havas Worldwide Australia
Executive Creative Director: Steve Coll
Art Director: Nicole Hetherington
Copywriter: Simon Fowler
Account Director: Marissa Davies
Production Company: Finch
Director of Creative Technology: Emad Tahtouh
Producer: Sophie Thiellon
Executive Producer: Rob Galluzzo
Director: Alyssa McClelland
Digital Agency: Reactive
Creative Director: Tim Buesing
Senior Project Manager: Hiedi Clague
Art Director: Gabriel Tamborini
Senior Developer: Sudeep Shakaya
Front End Developer: Luke Andersen
Chief Search Engineer: Chris Thomas (Reseo)
PR: Red Agency
Associate Director: Rachel White
Account Manager: Jennifer McDermott
Sound Design Company: Sound Reservoir
Post-Production: Cutting Edge

Source: Campaignbrief.com

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Using social networks in adequate ways can be very useful for many things. But sometimes this fact can mislead people to believe that becoming popular on Facebook will solve more problems that it actually does. For example, likes can´t fund social projects. That is this Unicef Sweeden´s campaign´s simple message. It consists on a press ad which reads "Like us on Facebook and we will vaccinate 0 children against polio", and a video that shows a poor boy explaining he is afraid to get a disease and die because if he does no one will take care of his little brother, but that he thinks everything should be fine because Unicef Sweeden has 177,000 likes on Facebook.



Client: Unicef Sweeden
Agency: Forsman & Bodenfors

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Missing children has a very specific need to constantly show pictures of the kids who are to be found. The classical milk carton is not the only way this organization has used to do this. A short time ago we posted about the White Flag Application from Missing Children Argentina, and this time is Missing Children Canada´s turn. The have come up with another "new" resource: personalized mails stamps.



Canada Post has an online service that enables people to create their own stamps online, for little more than using a regular stamp. What Missing Children Canada does is to ask people to use this possibility to publish an lost child´s face in the stamp instead of using a personal image. They implement an online footer for emails too, with the same purpose.

You can find out more and create a stamp yourself in the campaign´s website.

Advertiser: Missing Children’s Network
Agency: Lowe Roche, Toronto
Additional credits:
Executive Creative Director: Sean Ohlenkamp
Group Creative Director: Mark Mason
Group Creative Director: Jane Murray
Account Supervisor: Linda Carrington
Designer: Joel Derksen
Illustrator: Jennifer Duong
Producer: Neal Owusu
Music & Sound Design: Keen Music
Strategic Planner: Jonathan Daly
Source: Osocio

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The objective of this campaign is to communicate children and adolescents that there is a phone number they can use to ask for help in case an adult is abusing them.


Targetting to the specific audience you need to reach is very important in any advertising campaign, whether it is a commercial one, or aimed to social good. In this case, it is particularly important, not only being able to adress to a specific target, but there is also great interest in doing this only with that target, excluding the adult that may be with him at the time he or her is watching the ad, and could actually be his or her aggressor.

The campaign sorts the problem out in a very creative manner. It consists on a banner that contains the information about the telephone line that,because of the angle in which the eye needs to be to be able to see it, can only be seen from the point of view of a child.


Advertiser: Fundacion ANAR
Agency: Grey, Spain
Source: Osocio

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:{to:)

That’s the logo of the new movement created by Ogilvy for Operation Smile India, a charity that provides free cleft treatment, to help raise awareness about cleft. Yes, that’s a logo, which is so simple that it can be perfectly created by you and me just by using the keypad on the mobile phone or the keyboard on the computer.

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That’s the logo that can transform the cleft into a smile.

Tweet to help children with cleft.

Tweet to help children with cleft.

And they’re not asking you for anything, except for you to recreate the logo and tweet it out with the #CleftToSmile. Hopefully, your tweet will be one of 1,000,000 tweets sent out by 30 April that will flood our twitter timelines and raise awareness about this ailment.

Awareness is required. Very, very required. If you watch the TVC, you realise how little we know about cleft.

• One in ten children with cleft will die before their first birthday
• Cleft can be corrected at a cost of $400
• Over $50 billion globally goes to various diseases and causes each year, but cleft gets no funding

Come on, do your bit. Make :{to:) the world’s most tweeted logo. And help transform millions of clefts into millions of smiles.

Media/Origin: Digital / Indian
Product Group: Public Service | Social Service
Brand: Operation Smile India
Advertiser:
Operation Smile India
Advert title(s): Cleft to smile campaign
Creative Agency (Name, City, Country): Ogilvy India

Sources:

http://m.firstpost.com/brands/how-tweeting-to-can-transform-clefts-to-smiles-682446.html?sz=l&rfh=1
http://www.afaqs.com/advertising/creative_showcase/index.html?id=41514&media=Digital

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