SHACK by Ogilvy & Mather Lisbon for INSTITUTE OF SOCIAL SECURITY

SHACK

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Industry Shows, Events & Festivals
Media Design & Branding
Market Portugal
Agency Ogilvy & Mather Lisbon
Executive Creative Director Joao Espirito Santo
Copywriter Isabel Zambujal
Producer Eduardo Vale
Account Supervisor Francisco Costa
Network Iss Communication Team
Art Director Andre Gomes, Marcos Lacerda
Production Go Up
Art Director Andre Gomes, Marcos Lacerda
Released May 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: INSTITUTE OF SOCIAL SECURITY
Product/Service: 2010 EUROPEAN YEAR AGAINST POVERTY AND SOCIAL EXCLUSION
Agency: OGILVY & MATHER PORTUGAL
Date of First Appearance: May 21 2010
Entrant Company: OGILVY & MATHER PORTUGAL, Lisbon, PORTUGAL
Executive Creative Director: João Espírito Santo (Ogilvy & Mather Portugal)
Creative Supervisor: Isabel Zambujal/André Lacerda (Ogilvy & Mather Portugal)
Copywriter: Isabel Zambujal (Ogilvy & Mather Portugal)
Art Director: André Lacerda (Ogilvy & Mather Portugal)
Agency Producer/Production Director: Eduardo Vale (Ogilvy & Mather Portugal)
Managing Partner: Francisco Costa (Ogilvy & Mather Portugal)
Account Director: Ana Coelho (Ogilvy & Mather Portugal)
Production Company: GO UP (GO UP)
Media placement: Outdoor Stand - Rock In Rio Festival Lisbon - May 21, 2010
Describe the brief from the client
Rock in Rio, the world's largest music festival.
The perfect place for us to forget real problems.
The State asked us to create a stand to alert the public to "The European Year for Combating Poverty and Social Exclusion".
Describe the challenges and key objectives
The Challenge:
Talk about poverty and social exclusion to a target who isn’t in front of the TV.
Describe how you arrived at the final design
Idea:
In a space of wealth, filled with stands of world-famous brands,
WE DID NOT MAKE THAT STAND.
WE BROUGHT POVERTY TO ROCK IN RIO.
WE BUILT A SHACK, using the cheapest and poorest materials in the world.
MESSAGE:
TRUE POVERTY IS TO TURN AWAY. This highlighted the contrast between those who have and those who don't, between our stand and those of the big brands.
People were encouraged to complete cards with suggestions:
TO COMBAT POVERTY IS…
Give some indication of how successful the outcome was in the market
RESULTS:
- 3 other big festivals requested the presence of our shack.
- 450,000 spectators.
- 200,000 visited the shack.
- Thousands of suggestions to fight poverty.
- Strong media coverage.
No one turned away.