Hogar Clinica San Juan De Dios Design & Branding WRESTLER by J. Walter Thompson Lima

WRESTLER

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Peru
Agency J. Walter Thompson Lima
Art Director Jorge Rocca
Copywriter Juan Plablo Peschiera
Producer Eduardo Sasco
Photographer Enrique Valdez
Released July 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: HOGAR CLINICA SAN JUAN DE DIOS
Product/Service: TELETON
Agency: JWT LIMA
Date of First Appearance: Jul 25 2010
Entrant Company: JWT LIMA, PERU
General Creative Director: Fernando Iyo (JWT Lima)
Creative Planning Director: Javier Grana (JWT Lima)
Art Director: Jorge Rocca (JWT Lima)
Copywriter: Juan Plablo Peschiera (JWT Lima)
General Producer: Monica Torres (JWT Lima)
Producer: Eduardo Sasco (JWT Lima)
Art Director / Artist: Koening Johnson (JWT Lima)
Artists: Merida Brothers (Merida Brothers)
Photographer: Enrique Valdez (Lucia Arana Studio)
Account Manager: Alex Traugott (JWT Lima)
Account executive: Alvaro Montufar (JWT Lima)
General Manager: Milagros Plaza (JWT Lima)
Planner: Paola Tealdo (JWT Lima)
Media placement: Temporary Exhibition - Malls / Streets / Parks - 25 July 2010 / 14 August 2010

Describe the brief from the client
Last year, Teleton didn’t reach its goal of 2 million soles.
This year, the challenge was to find the way to reach it.

Describe the challenges and key objectives
We discovered that the formula “give pity, then ask for help” was an invention of advertising and not a reflection of what the kids really wanted: TO SHARE THEIR JOY, so we needed to change that way of thinking to reach the goal for 2010.

Describe how you arrived at the final design

Based on the concept “CHANGE PITY FOR JOY”, we decided to focus our attention on the very same objects that cause people to pity the kids: their heavy wheelchairs and cold crutches. The team formed between the agency’s creative team, plastic artists and the handicapped kids replaced the fragile crutches for strongly built arms and the restraining wheelchairs for fun vehicles of play.

Give some indication of how successful the outcome was in the market
The activation and TVC had more than 11,000 fans in the first 48 hours.
Plenty of mass media covered the event an the total amount of money raised was 3 million 346 thousand 8 soles. Teleton surpassed the goal by 67%, but most importantly, the idea generated a change in attitude in all Peruvians and from now on, they help with a smile.