SAMBITO Case study GREEN SIN by Maruri Grey Quito

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Industry Environmental & Animal Issues
Media Case study
Market Ecuador
Agency Maruri Grey Quito
Creative Director Monica Balanzategui, Jose Arroyo
Art Director Samuel Riesgo
Copywriter Rodrigo Gonzales
Released May 2013


Cannes Lions 2013
Media Lions Product & Service; Public Health & Safety, Public Awareness Messages Silver

Credits & Description

Type of entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SAMBITO
Agency: MARURI GREY Guayaquil, ECUADOR

Chief Creative Officer: Daniel Pérez Pallares (Maruri Grey)
Creative Director: Monica Balanzategui (Maruri Grey)
Copywriter: Rodrigo Gonzales (Maruri Grey)
Art Director: Samuel Riesgo (Maruri Grey)
Creative Director: Jose Arroyo (Maruri Grey)
President: Eduardo Maruri Miranda (Maruri Grey)
Executive Producer: Ana Maria Puig (Maruri Grey)
Account Executive: Sara Payo (Maruri Grey)

Results and Effectiveness

We began with just 10 parishes, but the number of parishes involved with Green Sin increases every day thanks to the support of the Archbishop of Guayaquil: recycling has been included in sermons and prayers; an increasing number of parishes are installing recycling containers, even humble worshippers can donate recyclable items as an alternative to money.

Creative Execution

We had an interview with the Archbishop of Guayaquil to propose the project to him. He immediately accepted and introduced us to the first 10 parishes. In a few days we began to present the initiative, in all those churches. Whenever we have a new church, Sambito carries the containers, without any cost to the church. From that moment every priest did his job: tell worshippers about what’s right and what's wrong but this time, about the environment and recycling. Due to the high traffic of people, especially on Sundays, which go to church every week, the media itself became the main resource of the campaign.

Insights, Strategy and the Idea

In the city of Guayaquil alone, 366.000 plastic bottles are discarded every year. Sambito, an environmental solutions corporation, asked us to prepare an awareness recycling campaign that really pushed people to recycle. They wanted to use press, Internet and social media to make people get used to using the aborning recycling containers in Ecuador. Due to the high percent of Catholics in Ecuador, 95%, we decided to attempt to turn churches into our media this time, Churches as recycling centers, linking going to mass with recycling. Now worshippers can donate recycling goods instead of actual money and parishes have found a new way of funding as well.