Giovanni Draftfcb Design & Branding RECYCLED AD BAG by DraftFCB Rio De Janeiro

RECYCLED AD BAG

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Brazil
Agency DraftFCB Rio De Janeiro
Creative Director Benjamin Yung Jr., Ricardo John, Andre Pallu, Roberto Rezende
Art Director Camila Rodrigues, Talita Cardozo
Copywriter Luiza Valdetaro
Producer Edgard Pasotti, Telmo Ursini
Released January 2011

Credits & Description

Category: Self Promotion
Advertiser: GIOVANNI DRAFTFCB
Product/Service: AGENCY
Agency: GIOVANNI+DRAFTFCB
Date of First Appearance: Jan 3 2011
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Chief Creative Officer: Adilson Xavier (Giovanni Draftf FCB)
Executive Creative Director: Ricardo John (Giovanni Draftf FCB)
Creative Director: Ricardo John and Benjamin Yung Jr (Head of Art) (Giovanni Draft FCB)
Art Director: Camila Rodrigues/Talita Cardozo (Giovanni Draft FCB)
Copywriter: Luiza Valdetaro (Giovanni Draft FCB)
Producer: Edgard Pasotti/Telmo Ursini (Giovanni Draft FCB)
Media placement: Recicled Ad Bag - Giovanni Draftfcb - 01/03/2011

Describe the brief from the client
We are an advertising agency, and our job is to present ideas to our clients. Most of the time we do this with layouts stuck to a black board. After each meeting, the ideas go onto the pages of magazines and the boards....well, they go into the trash. The brief was to have a good idea not only for the next client meeting, but also on how to avoid wasting more than 300 storyboards that are put together every month at Giovanni+DRAFTFCB.

Describe the challenges and key objectives
Since we have so many ideas, why not come up with one to give a better use to the 300 blackboards we are trashing every single month?

Describe how you arrived at the final design
Slicing the boards into strips and weaving these strips we could create folders that could be used for carrying new ideas to future meetings.
But who would produce them? The Reciclar Institute is a NGO that makes various products out of recycled paper, offering an opportunity to the needy youth in that area to change their lives through the Program of Education for the Work Market and Responsible Citizenship. ( www.reciclar.org.br ) They were perfect for our responsible initiative!

Give some indication of how successful the outcome was in the market
When clients saw our folders, they started to return the old black boards that had been presented so that we would have more material to make even more folders. Several of them asked to keep a few examples so they could show them to the other agencies they worked with. Now, Giovanni+DRAFTFCB does not waste paper, nor does it throw ideas in the trash; after all, one good idea always leads to another.