Accion Contra El Hambre Case study THE NO HUNGER MACHINE by DraftFCB Barcelona

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THE NO HUNGER MACHINE

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Industry Charities, Foundations, Volunteers
Media Case study
Market Spain
Agency DraftFCB Barcelona
Art Director Luis Lopez De Ochoa, Alfredo Vaz, Carlos Torres
Copywriter Emilio Holguin, Eva Iglesias, Walter Belenky
Producer Rodrigo Ramos
Illustrator Alfredo Vaz
Released February 2012

Awards

El Sol 2012
Márketing Promocional PROMOCIONES DE RESPONSABILIDAD SOCIAL Y CORPORATIVA Sol de Plata

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: ACCIÓN CONTRA EL HAMBRE
Product/Service: AWARENESS CAMPAIGN
Agency: DRAFTFCB SPAIN
Executive Creative Director: Beto Nahmad (Draftfcb)
Planner: Ana Alonso (Draftfcb)
Head Of Strategy: Manuel López (Draftfcb)
Art Director: Alfredo Vaz (Draftfcb)
Art Director: Carlos Torres (Draftfcb)
Art Director: Luis Lopez (Draftfcb)
Copywriter: Emilio Holguín (Draftfcb)
Copywriter: Walter Belenky (Draftfcb)
Copywriter: Eva Iglesias (Draftfcb)
Machine Animation: Diego Rodríguez Fraile (Draftfcb)
Head Of Technology: Íñigo Orduña (Draftfcb)
Digital Project Manager: Sara Soler (Draftfcb)
Digital Development: Carlos Lainez (Draftfcb)
Digital Development: Miguel Iglesias (Draftfcb)
Producer: Rodrigo Ramos (Draftfcb)
Illustrator: Alfredo Vaz (Draftfcb)
Media placement: Stunt - Street - November 11th

Describe the brief/objective of the direct campaign.
The world that we live in is unlevelled. While in one part of the world people are suffering from obesity on the other people suffer from malnutrition. We wanted to raise awareness among the Spanish and tell them that helping is within their reach. We also wanted to show them that by helping others they would also be helping themselves.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We noticed that there are two big problems in the world: Overweight and malnutrition. What if we could solve these two problems at the same time? We came up with The No Hunger Machine, the first charity machine that transforms excessive bodyweight into food for those who really need it. This way we managed to fight obesity on one side of the world and malnutrition on the other with one simple idea. People joined the initiative and in a 2-week period more than 800,000 calories were lost and over 16,000 children were fed. Making the world a bit more levelled.

Explain why the creative execution was relevant to the product or service.
The creative execution achieved its goals. We raised awareness and collected enough calories that were turned into food when the sports partner paid. At the same time the sports partner was recognised and highlighted on blogs and mentioned on traditional media along with the OGN.
The creative strength resides in trying to solve 2 problems with just 1 campaign and in showing people that they can help others and also help themselves.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Both brands, Action Against Hunger and Reebok Sports Club, thought that coming together for this action was a good idea. The message we wanted to spread was valid for them both and the benefits too.
Runners lost over 800,000 calories and 16,000 children were fed. The message quickly spread on Twitter and Facebook through users around Spain. The idea was recognised and highlighted on blogs and mentioned on traditional media, and Reebok Sports Club was seen as a brand that cares about society.