Fundacao O Pao dos Pobres Design & Branding IMAGINATION'S POSTERS by DDB Sao Paulo

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Brazil
Agency DDB Sao Paulo
Creative Director Rafael Bohrer
Art Director João Pedro Vargas, Fernando Rihah
Copywriter Marcio Fritzen, Thomas Paiva
Released February 2013

Credits & Description

Category: Foods
Account Director: Alessandra Volkweis (DDB Brasil)
Media Director: Adriana Souza (DDB Brasil)
: Amello Illustracao (Amello Ilustracao)
Art Buyer: Gisele Pereira (DDB Brasil)
Advertiser: Joao Rocha (Fundacao Pao Dos Pobres)
CEO: Marcio Callage (DDB Brasil)
Media Director: Luciano Mallmann (DDB Brasil)
Copywriter: Marcio Fritzen (DDB Brasil)
Art Buyer: Mariene Braga (DDB Brasil)
Media Director: Silvio Calissi (DDB Brasil)
Media Executive: Simone Gasperin (DDB Brasil)
Art Director: Fernando Rihah (DDB Brasil)
Copywriter: Thomas Paiva (DDB Brasil)
Executive Account Director: Anlice Simoes (DDB Brasil)
Account Executive: Anne Adbom (DDB Brasil)
Art Buyer: Cesar Boff (DDB Brasil)
Graphics Supplier: Impresul (Impresul)
Art Director: Joao Pedro Vargas (DDB Brasil)
Chief Creative Officer: Marco Bezerra (DDB Brasil)
Creative Director: Rafael Bohrer (DDB Brasil)

Client Brief Or Objective
The brief was clear. The institution needed to increase toy donations, since the kids had to share most of their favorite toys with each other.

At the end of March, Pao dos Pobres reported an 80% increase in the donations they received of materials, including toys. Meeting the institution’s current need.

Since all kids have imagination to spare, we decided to share our kids’ imagination with the public. With the help of the institution’s partners, we created pads of detachable posters featuring easy-to-assemble, foldable toys. An incredible helmet, a powerful ship and a superplane. But with one unique feature: imagination. The posters are detachable. And can be turned into simple toys. We invited the public to use their imagination and play. Along with the invitation, we offer a small trade: our imagination for a donation. All through our website.

Brief Explanation
Since our client was a charity institution, there was no budget per se. We needed a simple solution, where everything could be done for free with the help of partners. Considering all of these challenges, we needed to use our imagination. And that's what we did