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Silvio Acevedo

Silvio Acevedo

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

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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

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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

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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

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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.

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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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