Ensucias, matas: Garbage Kills, 1 by Cafeína for Ensucias, matas

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Ensucias, matas: Garbage Kills, 1

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Industry Public awareness
Media Ambient
Market Peru
Agency Cafeína
Creative Director Mauricio Hidalgo
Producer Lucas Albites
Photographer Juan Pablo Meza Bustamante
Released June 2011

Credits & Description

- Rubbish Kills “ENSUCAS, MATAS”

“LAUNCHED WHALE CAUSES CONMOTION IN A LIMA BEACH”.

PROBLEM:
WITH THE ARRIVAL OF SUMMER THERE IS AN INCREASE OF TRASH AND WASTE THAT
POLLUTE THE BEACHES. IN SPITE OF THE MUNICIPAL EFFORTS MADE TO MAINTAIN
THEM CLEAN. THE LACK OF CONSCIOUSNESS AND ECOLOGICAL EDUCATION MAKE THIS A
PREVAILING PROBLEM, LEAVING OUT THE SANITARY MATTER TO CONVERT IT ALSO INTO
AN ENVIRONMENTAL ONE.

CHALLENGE:
TO DEMONSTRATE THE PUBLIC HOW GARBAGE, THROWN IN THE BEACHES, AFFECTS
DIRECTLY THE LIFE OF THE SPECIES THAT HAVE THEIR HABITAT IN OUR LITORAL.

IDEA

DURING A WEEK-END, IN ONE OF THE MOST CONCURRED BEACHES OF LIMA, A WHALE
WAS ASSEMBLED WITH THE WASTE PRODUCTS LEFT BY THE VACATIONISTS. THE
ENORMOUS SCULPTURE (12 X 2.5m) WAS EXHIBITED DURING THE WHOLE DAY ,
SURROUNDED BY THE TYPICAL CAUTION TAPE (YELLOW BAND), WITH A NEW MESSAGE
“GARBAGE KILLS”.

RESULTS:
ONE DAY OF EXHIBITION GENERATED MORE THAND 40 NEWS AND COMMENTS
AT NATIONAL LEVEL (TV, NEWSPAPERS, MAGAZINES AND INTERNET) BEING ABLE TO
CARRY THIS MESSAGE TO MILLION OF PERSONS.
MORE THAN 4,500 VACATIONISTS RECEIVED THE MESSAGE LIVELY DURING
THE DAY THE ACTION WAS PERFORMED.
DOZENS OF BLOGGERS, ECOLOGICAL SITES, AND PRO-ENVIRONMENTAL PAGES
JOINED TO THE SPREADING OF THE MESSAGE.
ACCORDING TO THE MUNICIPALITY, DURING THE REMAINING SUMMER SEASON,
RECOLLECTION OF GARBAGE FROM THE BEACHES, DIMINISHED FROM 5 TO 2 TONS. DAILY
AVERAGE

Credits:
Advertising Agency: Cafeína, Peru
Account Director: Ana María
Creative Director: Mauricio
Art director: Pablo Alfaro
Producer: Lucas Albites
Senior Copywriter: Bruno Yaker
Creative Team: Cristhian
Account executive: Kathy Molfino
Photographer: Juan Pablo Meza