RESEARCH FOR INSPIRATION
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| See full size 710x940 px | |
| Released: | June 2008 |
| Avertiser: | THE AKATU INSTITUTE FOR CONSCIOUS CONSUMPTION |
| Agency: | LEO BURNETT BRASIL, Sao Paulo |
| Country: | Brazil |
| Category: |
Public awareness messages
|
| Awards: |
Cannes Lions 2008 Design Bronze
|
| Tags: |
Cannes 2008
Case study
|
Credits:
Type Of Entry: Corporate or Brand Identity
Category: Posters, Flyers, Tickets, Invitations, Etc.
Title: PROMOTIONS FLYER
Advertiser/Client: THE AKATU INSTITUTE FOR CONSCIOUS CONSUMPTION
Product/Service: CONSCIOUS CONSUMPTION
Entrant Company, City: LEO BURNETT BRASIL, Sao Paulo
Country: BRAZIL
Design/Advertising Agency, City: LEO BURNETT BRASIL, Sao Paulo
Country: BRAZIL
Category: Posters, Flyers, Tickets, Invitations, Etc.
Title: PROMOTIONS FLYER
Advertiser/Client: THE AKATU INSTITUTE FOR CONSCIOUS CONSUMPTION
Product/Service: CONSCIOUS CONSUMPTION
Entrant Company, City: LEO BURNETT BRASIL, Sao Paulo
Country: BRAZIL
Design/Advertising Agency, City: LEO BURNETT BRASIL, Sao Paulo
Country: BRAZIL
Credit Details:
| Name | Position | Company |
| Andrй Kirkelis | Art Director/Illustrator | Leo Burnett Brasil |
| Mihail Aleksandrov | Art Director/Illustrator | Leo Burnett Brasil |
| Carlos Schleder | Copywriter | Leo Burnett Brasil |
| Ruy Lindenberg | Creative Director | Leo Burnett Brasil |
| Arie | Illustrator | Hype Pre Media |
| Ricardo Polomon | Account Director | Leo Burnett Brasil |
| Rodrigo Mesquita | Account Director | Leo Burnett Brasil |
| Lъcio Cunha | Photographer |
Brief/Objectives/Goals:
Instituto Akatu for Conscious Consumption needed a low-cost action to inform the population about the fact that 1/3 of everything that is bought goes straight to the garbage, which contributes to increase hunger and pollution. The major cause for this waste is that people usually buy much more than they really need to live. As such, we decided to use the same weapons used by supermarkets to make people buy more. Thus, we created offer flyers in which all the products were rotten, to call attention to the waste of food and how much it costs. These flyers were handed out by actors disguised as sales promoters at the entrance of supermarkets. Consumers were caught by surprise by the content of the piece and instantaneously got concerned with the way they buy food and products. The actions caused large repercussion and generated more than 300 thousand hits to the Instituto Akatu site.