Tucca (Association Against Childhood Cancer): Magic Coins by Lua Branca for Tucca

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Tucca (Association Against Childhood Cancer): Magic Coins

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Industry Charities, Foundations, Volunteers, Against Cancer
Media Ambient
Market Brazil
Agency Lua Branca
Director Matheus Siqueira
Creative Director Atila Francucci
Art Director Caio Grafietti E Alessandro Cassulino
Copywriter Davi Sabry
Producer Sabrina Inui
Photographer Ivan Abujamra
Account Supervisor Bruno Sattim
Editor Pedro Gebara
Released July 2013

Credits & Description

Advertiser: TUCCA
Agency: LUA PROPAGANDA
Category: Charities
Advertising campaign: MAGIC COINS
Council: Ana Ferraz (Tucca)
Art Buyer: Anna Bohm (Lua)
Account Supervisor: Bruno Sattim (Lua)
Photographer: Ivan Abujamra
Copywriter: Davi Sabry (Lua)
Illustration: Eduardo Kui (Digital Image)
Director: Matheus Siqueira (Margarida Filmes)
Producer: Sabrina Inui (Lua)
Cinematographer: Raul Carielo (Margarida Filmes)
Art Director: Caio Grafietti (Lua)
Graphic: Marcelo Correa (LMG Digital)
Voiceover: Sara Moreira
Creative Director: Atila Francucci (Lua)
Maestro: Guilherme Azem (Cabaret)
Editor: Pedro Gebara (Ilegal FX)
Account Manager: Ricardo Polmon (Lua)

Outcome
With this unusual and low-cost donation box, we impacted hundreds of people who, in their turn, spread the message to other thousands through social networks. Besides the amount collected in each piggy bank, TUCCA became more known to the public, receiving more calls from donors and volunteers interested in sharing their time to help the institution. Because of that, it was possible to increase the number of children in treatment by 27% and to expand the family assistance program.

Execution
Donation boxes are quite common in people's daily life. The creative asset and the originality of TUCCA's donation box is that it could interact with the public, allowing each donor to see, in a metaphorical way, the immediate result of that gesture. For TUCCA, that was the best applicable strategy, since it had a low cost of production and could solve TUCCA's problem of brand visibility and fundraising at the same time.

Implementation
The answer was to create a different donation box. The design was conceived so that each coin deposited would fill a piece of the hair of a bald child (clearly in cancer treatment), showing the impact of that donation. The piggy bank was placed next to the checkout counters of St. Marche supermarket (a large supermarket chain in São Paulo), where there is a constant flow of people and coins. With this unusual donation box, TUCCA increased its brand exposure and praised its own work, while raising donations.

Client Brief Or Objective
Tucca is an association that provides treatment for children and adolescents with cancer for free. The purpose of the campaign was to present the institution for those who didn't know it, bringing more visibility to the brand and showing to the people how important their donations would be, no matter how small. The strategy we developed answered a huge need of the client: to touch people about the problem of child cancer and, at the same time, showing the work the institution was doing, reaching as many people as possible and making these people become promoters of the brand.