DOLLS by J. Walter Thompson Mexico for Red Cross

DOLLS

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Mexico
Agency J. Walter Thompson Mexico
Executive Creative Director Enrique Codesido
Art Director Abraham Navarrete, Mariela Rueda Alvarez, Mauricio Aldana Sánchez
Copywriter Jorge Ortega, Alethya Heras
Released March 2011

Credits & Description

Category: Self Promotion
Advertiser: MEXICAN RED CROSS
Product/Service: NATIONAL FUNDRAISING DRIVE 2011
Agency: JWT MEXICO
Date of First Appearance: Mar 1 2011
Entrant Company: JWT MEXICO, Mexico City, MEXICO
Chief Creative Officer: Manuel Techera (JWT)
Executive Creative Director: Enrique Codesido (JWT)
Creative Director/Copywriter: Leonardo Varela (JWT)
Copywriter: Jorge Ortega (JWT)
Copywriter: Alethya Heras (JWT)
Art Director: Abraham Navarrete (JWT)
Art Director: Mariela Rueda (JWT)
Art Director: Mauricio Aldana (JWT)
Agency Producer: Eduardo Muniz (JWT)
Agency Producer: Gilberto Amezquita (JWT)
Media placement: Dolls - Comercial Plazas - March 1st, 2011
Media placement: Crane Machines - Comercial Plazas - March 1st, 2011

Describe the brief from the client
Every year, thousands of Red Cross volunteers walk the streets of Mexico with their collection boxes to support the organization's annual fundraising drive.

In 2010, we introduced a new way of collecting donations: the Coin-op kiddie rides featuring Red Cross vehicles that show people that the institution keeps going thanks to their coins.

The focus of the 2011 campaign was about natural disasters. We needed to show that every single coin helps the Red Cross reach dangerous places to save lives.

Describe the challenges and key objectives
We had to find another way of collecting funds this year that made it clear that the National Fundraising Drive collects the money to bring aid to victims of natural disasters all over the country.

Describe how you arrived at the final design
We created coin-op claw machines to dramatize the effect of donations. There were different stories where the timely intervention of the Red Cross helped the victims of different catastrophes.

Inside these machines, hundreds of dolls awaited being saved by people and their coins. This way, children learned that helping could be fun by taking part of these rescue stories.

With these machines, we reinvented the traditional ”collection boxes” and the five different dolls, were a little prize that generated a big bond between the institution and the public.

Traditionally, it's hard to win, but this time, everyone wins.

Give some indication of how successful the outcome was in the market
Response to the campaign was huge. Thousands of children tried their luck at the machines and thousands of dolls were rescued.

Merely two days after the launch, the Mexican Red Cross had unprecedented media coverage worth 1.7 million dollars.

Donations increased by 7.5% compared to 2010.

The idea is now well set in society: coin by coin, we help the Red Cross save lives.