Fundacao O Pao dos Pobres Case study IMAGINARY TOYS by DDB Sao Paulo


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Industry Charities, Foundations, Volunteers
Media Case study
Market Brazil
Agency DDB Sao Paulo
Creative Director Rafael Bohrer
Art Director Fabricio Pretto, Gabriel Gama
Copywriter Mauricio Chemale, Guilherme Grossi
Illustrator Miagi
Released May 2013


Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best use or integration of offline media such as print, outdoor etc Bronze

Credits & Description

Type of entry: Branded Entertainment
Category: Best use or integration of offline media such as print, outdoor etc
Product/Service: CHARITY
Agency: DDB BRASIL São Paulo, BRAZIL

Film Producer: Capsula Filmes (Capsula Filmes)
Illustrator: Miagi (Miagi)
Content Production: Elisa Celia (DDB Brasil)
Content Production: Anna Martha Silveira (DDB Brasil)
Art Finalist: Andre Teixeira (DDB Brasil)
Art Buyer: Gisele Pereira (DDB Brasil)
Art Buyer: Mariene Braga (DDB Brasil)
Media Executive: Luciano Mallmann (DDB Brasil)
Media Executive: Simone Gasperin (DDB Brasil)
Media Director: Silvio Calissi (DDB Brasil)
Account Executive: Silvia Baptista (DDB Brasil)
Account Executive: Anne Adbom (DDB Brasil)
Account Director: Alessandra Volkweis (DDB Brasil)
Copywriter: Mauricio Chemale (DDB Brasil)
Copywriter: Guilherme Grossi (DDB Brasil)
Art Director: Gabriel Gama (DDB Brasil)
Art Director: Fabricio Pretto (DDB Brasil)
Creative Director: Rafael Bohrer (DDB Brasil)
Chief Creative Officer: Marco Bezerra (DDB Brasil)
CEO: Marcio Callage (DDB Brasil)

Describe the campaign/entry
Today, more than ever, companies in Brazil have come to prefer linking their brands to entertainment content than making ads or commercials for television. In this, the government does not create many restrictions. There is only control of the language used, which needs to be appropriate for the age group.

Pao dos Pobres is a century-old institution located in Porto Alegre, Southern Brazil, that provides shelter for kids who live in extreme poverty and are at social risk. At the institution, kids study, take vocational courses, are given clothes and meals, with some even spending the night there during the week.

But Pao dos Pobres has drifted away from society in recent years. How could we draw people in again to help an institution that relies on donations to stay active? By making the most of the Christmas season to launch a new series of toys illustrating one of our kids' problems: many have only their imagination to play with.

Ordinary objects became super toys and were sold in a pop-up shop at Southern Brazil's biggest shopping mall. They were also sent to opinion makers, which put Pao dos Pobres in the news, both regionally and all over the world. The initiative generated over 300,000 dollars in free media coverage.

Imaginary Toys is a collection of four toys that ilustrate one of our kids' big problem: many of them only have their imagination to play with. Each packaging is a storytelling piece about the kids and their difficult situation, so people from all ages could learn more about Pao dos Pobres and at the same time interact with the product as real fun toys.

The initiative generated over 300,000 dollars in free media coverage.

Over 2.3 million people were reached around the world. Nearly twice the population of Porto Alegre.
All the toys were sold.

With the money raised, Pao dos Pobres bought new toys for the kids.

And in December alone,donations increased 20%, enough to pay for 4,500 meals, 3,500 class hours or 2,500 textbooks.