Electric Pee [video] by J. Walter Thompson Sao Paulo for Afroreggae

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Electric Pee [video]

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Industry Public awareness
Media Case study
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Erick Rosa, Fernando Duarte
Art Director Brunno Cortez, Robison Mattei
Copywriter Erick Mendonça, Lucas Tristão
Production Bando
Released May 2013

Credits & Description

Advertiser: AFROREGGAE
Agency: JWT BRAZIL
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertising campaign: ELECTRIC PEE
Copywriter: Erick Mendonça (JWT)
Planning: Fernand Alphen (JWT)
Agency Producer: Flavio Schaefer (JWT)
Production Company: Bando
Art Director: Robison Mattei (JWT)
Head Of Art: Fabio Simões (JWT)
Art Buyer: Fafá Oliveira (JWT)
Account Manager: Stefano Paduan (JWT)
Technology: Biz (JWT)
Art Director: Brunno Cortez (JWT)
Creative Director: Erick Rosa (JWT)
Copywriter: Lucas Tristão (JWT)
Art Buyer: Marcia Lacaze (JWT)
CCO/Creative Director: Ricardo John (JWT)
Agency Producer: Rodrigo Alberini (JWT)
Technology: Sys (JWT)
Effectiveness
The results were positive both for the city and for AfroReggae’s Brand. We invested only 20 thousand dollars on the project and generated more than 3 million in free media. Our project was news in all major TV channels In Brazil and in all major websites and blogs as well. Social media was buzzing with Eletric Pee all carnival and the number of people arrested for public urination this year dropped by 16%. The idea was so well accepted that AfroReggae and our agency have received lot’s of requests to make the initiative bigger next year.
Execution
The media team had a problem: to use any outdoor communication during Carnival in Rio you have to pay a huge sponsorship fee. But AfroReggae is a NGO and therefore does not have that kind of money. But, through a series of negotiations the secretary of tourism allowed us to make the product viable. Aside from this, we also used the internet as the main form of spreading the idea. Facebook posts, twitter updates, video teasers and etc all were uploaded to both Afroreggaes and our agencies social media pages during the week prior to Carnival to help building buzz. On top of that we had massive PR initiatives on sending the idea to lot’s of TV stations, blogs and newspapers so that people would get to know our project. All the initiatives worked together to invite people to go to the urinal and to dance with our Carnival Truck.
Strategy
Carnival is the biggest street party of the year in Rio. But even Carnival has its problems: crowding leads to littering and civilians pissing all over the city.Afroreggae, Rio de Janeiro’s biggest NGO, famous for transforming the city through art and culture, decided to raise awareness to the problem and help preserving the city. Our insight was: during Carnival people only have on thing in mind: party. So, we decided to use the actual party as media to spread our message. EletricPee is the first Carnival Truck powered by urine. To make that happen we developed special urinals that work like mini hydroelectric power plants: using the flow of urine to rotate a dynamo generating energy. The energy was stored in batteries and used to power AfroReggaes Carnival Truck for more than 200.000 people. Our message: the more people peed in the correct place, the longer the party would go.