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Silvio Acevedo

Silvio Acevedo

Persuading people to take any action is all about making them feel in a certain way about things. So many times cold hard facts just won´t do, even when they are overwhelming.

Bialowieza Forest is a large remain of the primeval forest, that used to occupy an important part of Europe. It´s importance for ecological balance made UNESCO declare it as a Biosphere Reserve, as well as an UNESCO World Heritage Site, and it was also declared a Natura 2000 Special Area of Conservation by the European Union.

However, this didn´t stop the Polish Goverment from letting illegal logging in the Bialowieza Forest to happen, even going as far as to close the forest down. This situation had important press coverage, but it was clear to Greenpeace Poland that awareness alone wouldn´t be enough. It was necesary not only to let common Polish people to know and understand this was wrong, but to actually make them want to do something about it.

To get this done for them, Ogilvy and Mather Poland created a strategy based on a powerful feeling: the sense of loss. As the popular saying reads, you don't know what you've got until you loose it, and the agency found a way to make Polish people (specially young people) feel like this before the forest was actually gone. And to use that feeling to strike back.

They created a Minecraft accurate map of Polish side of the Bialowieza Forest, and made it accessible to the public. It eventually became popular among minecraft gamers, and by the time it was well known of, they replaced it with another version, in which every tree of the forest was cut down, but one -the last tree standing-.

The effect of the campaign was contundent, driving Polish public opinion strongly against logging. Eventually, the Minister of Enviroment had to resign and the logging stopped, due to the effort NGOs and Polish people, which the campaign became a part of.


It´s already extremely challenging and ambitious to create an awareness campaign that reaches the whole world, gets the message through and takes media by storm... once. However, after the Ice Bucket Challenge, The ALS Association just did it again, by launching Project Revoice.

ALS is a neurodegenerative disease that progressively deteriorates the patients´ ability to move muscles. Eventually, they lose their ability to talk as well, and this has a strong impact on them, as one´s voice is an important part of anyone´s identity.


Eluding censorship always required ingenuity. From lemon juice ink to sophisticated criptography, passing on the message whenever forbidden requires the ability to come up with something that the censors don´t yet know about, and that can actually deliver the message to the people meat to receive it in a way that works. In other words, it takes creativity.

If one thinks it this way, it actually is a very appropriate challenge for an agency, which DDB Group Berlin met in an outstanding way, as they decided the best way to help Reporters Without Borders fighting censorship was to actually get the job done.

They achieved this by basically hacking online censorship. They figured that even countries that block news sites to make information unavaliable, don´t forbid access to online music streaming platforms.

So they assembled a music team to create songs that could make censored stories reach the audiences of five coutries where the prohibition would had made it impossible otherwise. As the songs where published, international media was alerted about the project, so it didn´t only reach the itended audiences, but the whole world as well.


Winner in Cannes 2018 (8 Awards)

Entertainment Lions for Music:
- Use of Music Streaming Platform or Video Hosting Service (Gold Lion)
- Use of Original Composition (Bronze Lion)

Radio & Audio Lions:
- Use of Radio or Audio as a Medium (Gold Lion)
- Branded Content / Programming (Silver Lion)

PR Lions:
- Content-led Engagement & Marketing (Silver Lion)
- Innovative Use of Social Media (Shortlisted)

Digital Craft Lions:
- Form > Music / Sound Design (Bronze Lion)

Media Lions:
- Use of Branded Content created for Digital or Social (Shortlisted)

Company Location Role
DDB GROUP GERMANY Berlin, Germany Entrant Company
DDB GROUP GERMANY Berlin, Germany Idea Creation
DAHOUSE AUDIO Sao Paulo, Brazil Production
LE TOUR DU MONDE Sao Paulo, Brazil Production
MEDIAMONKS Amsterdam, The Netherlands Production
FINCHFACTOR Amsterdam, The Netherlands PR
DDB GROUP GERMANY Berlin, Germany Media Placement
Person Company Role
Dennis May DDB Group Germany Chief Creative Officer
Gabriel Mattar DDB Group Germany Executive Creative Director
Ricardo Wolff DDB Group Germany Creative Director
Patrik Lenhart DDB Group Germany Senior Copywriter
Felipe Cury DDB Group Germany Senior Art Director
Jack Christensen DDB Group Germany Senior Copywriter
Marco Lemcke DDB Group Germany Senior Digital Art Director
Lis Ferreira DDB Group Germany Junior Art Director
Evandro Scudeler DDB Group Germany Junior Art Director
Bianca Dordea DDB Group Germany Chief Executive DDB Berlin
Sarah Bensel DDB Group Germany Account Director
Lucas Mayer DaHouse Audio Music Director
Cassiano Derenji DaHouse Audio Account Manager
Iris Fuzaro Le Tour Du Monde Film Director
Sascha Gerlach Sascha Gerlach Editor
Robert-Jan Blonk MediaMonks Interactive Producer
Lisa van Boekhout finchfactor PR

Source: Cannes Lions Website.


Being able to call a country our own is usually a big part of who we are. People from other countries can recognize us, we feel part of a large group of people, and there´s a place in the world we can call home. Our interests can be represented by other people of our own in worldwide politics and we share a common history. In a number of ways, we exist and matter through and because of this identity.

By the end of 2016, there were 65,5 million refugees in the whole world. This is people who  get very basic rights, like education, sanitation and the right to work compromised, because they are forced to live in a different country from their own. They are vulnerable, invisible, alone and in danger.

To raise awareness about this issue, Ogilvy & Mather New York had a simple and brilliant idea:  if refugees problems come from the fact that they don´t have a nation of their own, they would create one for them. This is how The Refugee Nation was born.

For this nation to become a tool that could gain visiblity for it´s "population", it needed to have it´s national simbols: a flag and an anthem. Each of them was created by a refugee, and presented in important events and spaces, like the Oscars to the Victoria and Albert Museum.

However, the highest point of the nation's public existence probably was the participation of it´s very own team of athletes in the Olympic Games. In one of the most organized, public and important events of the world, where national teams of all over the globe compete, refugees didn´t just get their voice heard, they could participate like any other country for the very first time.

Chief creative officer: Corinna Falusi, Alfonso MarianExecutive creative director: Jon Wagner
Creative director: Bastien Baumann, Artur Lipori, Rodrigo Moran, Caro Rebello, Ricard Valero
Senior executive producer; senior executive director: Akiko Nakashima
Associate creative director: Gil Kuruneri
​Art director; designer: Justin Au
Art director:Arthur Amiune, Eduardo Lunardi, Belén Márquez, Renato Tagliari
Copywriter: Imen Soltani
Additional credits: Senior executive producer; senior executive director: Akiko Nakashima
Composer: Moutaz Arian
Design director: Lucas Camargo
Designer: Yara Said
Director: Raphael Dias, Guilherme Pau y Biglia, Marcelo Vidal
Executive sound producer: Lucas Sfair
Audio: Canja Audio Culture
Production: Asteroide, SquarePixel


This campaign, like other campaigns that aim to persuade people to adopt animals from pet shelters rather than buying them, is based in showing the abandoned animals as unique and special.

When a new celebrity becomes famous, sooner or later someone asks ´where did he or she come from´. When this happens, humble origins can be better regarded than a past of privilege. This campaign is about the stories of pets that become a social media success, with massive amounts of likes in well known social media platform accounts. In the video ads, their owners explain what they found so unique and special about their cat or dog as to share it with the world.

But in spite of the differences this three ‘stars’ can have, they all came from a shelter. All the charisma this social media ‘divas’ have and flamboyantly display for their fanbase, didn’t have noble roots. This way, just like what happens with human stars, their humble origins are dignified. They may not have pedigree, but that doesn’t mean they can’t be special and adorable.

The emotionally compelling stories this campaign tells, can therefore reach a large audience of potential pet adopters, who can identify with them and, eventually, make a story of their own. 

More ads from the campaign and information in The Shelter Pet Project website.

Winner in Cannes 2016

Category: Cyber > Social > Influencer / Talent > N/A 
Award: Silver

Agency: J. Walter Thompson
Brand: Ad Council, Maddies Fund, The Humane Society Of The United States
Country: USA
Advertising Agency: J. Walter Thompson, New York
Entrant Company: J. Walter Thompson, New York
Media Agency: J. Walter Thompson, New York
Pr Agency: J. Walter Thompson, New York
Production Company: J. Walter Thompson, New York
Additional Company: J. Walter Thompson, New York
Art Buyer: Frannie Schultz (J. Walter Thompson, New York)
Global Business Director: Greg Mcconnell (J. Walter Thompson, New York)
Producer: Nick Orsini (J. Walter Thompson, New York)
Account Director: Stephanie Blake (J. Walter Thompson, New York)
Chief Creative Officer, New York: Brent Choi (J. Walter Thompson)
Assistant Editor: Colin Edelman (Ps260)
Director Of Digital: Jennifer Usdan Mcbride (J. Walter Thompson)
Senior Copywriter: Andrew Curtis (J. Walter Thompson)
Senior Art Director: Ben Morejon (J. Walter Thompson)
Planner: Jackie Prince (J. Walter Thompson, New York)
Audio Engineer: Rob Fielack (Plush)
Tv Producer: Andrea Rodriguez (J. Walter Thompson, New York)
Executive Producer: Dana Villareal (Plush)
Producer: Donna Lee (Ps260)
Executive Creative Director: Florent Imbert (J. Walter Thompson)
Director Of Broadcast Talent: Jamie Whitfield (J. Walter Thompson, New York)
Senior Print Producer: Steve Sincero (J. Walter Thompson, New York)
Music Artist: Charles L. Schmidt (Charles L. Schmidt)
Director: Claire Cottrell (Decon)
Editor: Dustin Stephens (Ps260)
Project Manager: Lauren Galanek (J. Walter Thompson, New York)
Executive Creative Director: Emmanuel Lalleve (J. Walter Thompson, New York)
Music Artist: Lullatone (Lullatone)

Sources: Ads of the World, Advertolog, Cannes Lions ArchiveThe Shelter Pet Project website.

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Creating and publishing content without violating laws or breaking other sets of rules, can often be a normal part of an advertiser´s job. However, in the case of this campaing, the obstacle presented was a very challenging one.

Macma, an organization devoted to fight against breast cancer, wanted to create a campaign that could make more women to check theirselves for this disease, in order improve prevention (67% of women don´t do it). David, the agency, knew that a great way to reach their audience was through social media, since women check their mobile phones 110 times a day, among other things to keep up to date with their platforms. The test is simple and free, no doctor or nurse is required to perform it, and no instrumental is necessary either -just one´s own hands-. An explanation on how to self administrate the exam was clearly a great way to achieve the campaign´s goal, considering many women don´t know how to do it.

However, Facebook forbids to feature female breast if the nipple shows. The ban applies for both the most used social network of the world, as well as Instagram. Getting around this limitation seemed impossible for a campaign like this. How can you explain a breast cancer test without showing the woman´s breasts?

Agency David had a very simple and brilliant answer for that: man-breasts. Since a man´s chest is not included in the Facebook´s policy, it was perfectly permissible to feature the full explanation of the breast cancer exam, with the help of Henry -the man whose chest was displayed in the footage-. The possibility to stress the fact that men can also have breast cancer, was also a good reason for the sex switch.

This way it didn´t only became possible to publish and share the campaign on Facebook. In the case of this ad, a lot of imagination was clearly needed to comply with the social network´s ban, in order to contribute to a social health issue, which is completely out of the question. So it also fueled the debate on what should be forbidden or not to display online, which helped the campaign to gain momentum, on social and traditional media as well.

Winner in Cannes 2016
Award: Grand Prix for Good

Agency: David
Brand: Macma
Country: Argentina
Advertising Agency: David, Buenos Aires
Entrant Company: David, Buenos Aires
Media Agency: David, Buenos Aires
Pr Agency: Urban Grupo De Comunicacacion, Buenos Aires
Production Company: Landia, Buenos Aires
Editor: Ana Svarz (David Buenos Aires)
General Accounts' Director: Emanuel Abeijon (David Buenos Aires)
David Vp Ecd: Joaquín Cubría (David Buenos Aires)
Art Director: Ricardo Casal (David Miami)
David Vp Ecd: Ignacio Ferioli (David Buenos Aires)
Copywriter: Juan Javier Peña Plaza (David Miami)
Agency Producer: Felipe Calvino (David Buenos Aires)
Producer: Thomas Amoedo (Landia)
Executive Producer: Adrian Damario (Landia)
Account Executive: Brenda Ranieri (David Buenos Aires)
President: Irene Marcet (Macma)
Account Director: Lucila Castellani (David Buenos Aires)
Head Of Production: Brenda Morrison Fell (David Buenos Aires)
Director: Nicolas Hardy (Landia)

Macma´s website:
David agency´s website (Argentina):
Source: Advertolog


World Vision Canada wanted to mobilize the public to urge the Canadian government to show leadership by supporting a peaceful solution to the 5 year Syrian conflict – one that would help restore peace and hope for a sustainable future to the children of Syria. World Vision asked Grassriots to support their advocacy efforts with a campaign to make this a reality and help save lives not yet lost.


Creative Director: Paul Bonsell
Art Director: Paul Bonsell, Deborah Caprara
Copywriter: Paul Bonsell, Logan Broger
Digital Artist: Paul Bonsell
Project Manager: Meghan Liu
Client: World Vision Canada


Humane Society has lead the fight against the commercial seal fur industry for over 40 years and have been critical in the banning of seal products around the world. HSI needs to raise money to continue toward its goal of eliminating any remaining demand for seal fur so this year, Grassriots helped them take a different approach to the traditionally bloody commercial seal hunt protest advertising with a campaign that focuses on the fact that the commercial seal hunt will never be humane.


Creative Director: Paul Bonsell
Art Director: Paul Bonsell, Deborah Caprara
Copywriter: Paul Bonsell, Logan Broger
Photography: Mark Ridout
Project Manager: Meghan Liu
Client: Humane Society International


The World Bank Group which finances the majority of farms globally launched a review of their safeguard policies. The current policy regarding animal welfare is substandard and outdated. By simply updating the sentence pertaining to animal welfare in the policy, the standard for how billions of farm animals are confined would be forever changed. The Humane Society International came to Grassriots to run an advocacy campaign that would help make this policy change a reality.


Creative Director: Paul Bonsell
Art Director: Paul Bonsell, Deborah Caprara
Copywriter: Paul Bonsell
Photography: Mark Ridout
Client: Humane Society International


Everyone knows leather comes from animals. So when we look at leather clothes in a showroom, we are watching something that used to be alive. Some people also know how much cruelty the process of making a creature to become a belt or a jacket involves. But when displayed in stores, malls, runways or even the street, this aspect of the leather industry is usually the last thing to cross our minds. As our attention is successfully diverted to the glamour and the beauty of a designer´s creation, the cruelty remains concealed at plain sight.

Ogilvy & Mather Thailand created a very provocative way to make this ignominious facet of fashion to stand out. They took leather items on display in an pop-up store, not to sell them anything, but to give them “entrails”: fake intestines, blood, a beating heart, were put inside the clothes. When the customers opened or even tried them, they were presented with an unsettling surprise, that would let them feel and remember there is still something more than just disgusting about producing and -for the same reasons- consuming leather.


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