DECOR EXCHANGE by DDB Sao Paulo for Sos Mata Atlantica

DECOR EXCHANGE

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Industry Environmental & Animal Issues
Media Design & Branding
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Joao Carlos Mosterio
Art Director Mozar Gudin, Rodrigo Buim, Gustavo Rates
Copywriter Tomás Correa
Photographer Sergio Prado
Released August 2011

Credits & Description

Category: Temporary Retail
Advertiser: SOS MATA ATLANTICA
Product/Service: ENVIRONMENTAL AWARENESS
Agency: DDB BRASIL
Chief Creative Officer: Sergio Valente (Ddb Brasil)
Executive Creative Director: Marco Versolato (Ddb Brasil)
Creative Director: Joao Mosterio (Ddb Brasil)
Copywriter: Tomas Correa (Ddb Brasil)
Art Director: Mozar Gudin (Ddb Brasil)
Art Director: Rodrigo Buim (Ddb Brasil)
Art Director: Gustavo Rates (Ddb Brasil)
Photographer: Sergio Prado (Ddb Brasil)
Production Manager: Marianna Sanches (Ddb Brasil)
Convergence Director: Joca Guanaes (Ddb Brasil)
Media placement: Indoor - Stores - 27/04/2012

Describe the brief from the client
The SOS Mata Atlantica foundation needed to raise funds for its reforestation program and generate awareness and commitment to the cause, as well as stress the importance of sustainable consumption.

Describe the challenges and key objectives
A large portion of Mata Atlantica was destroyed due to the intensive deforestation of noble woods used for furniture manufacturing. Our challenge was: How can we engage people to help us change this scenario?
Asking for donations to plant a tree was not enough. We needed to bring awareness to more sustainable behavior.

Describe how you arrived at the final design
We created the design-object which symbolizes the lack of a piece of furniture. We produced 3 shadows made of MDF (medium density fireboard), a “no stool”, a “no chair” and a “no table”. When purchasing Decor Exchange products people would bring home the shadow of a piece of furniture. In exchange animals would get numerous trees planted in their home. That’s because all of the proceeds were invested in a reforestation program by SOS Mata Atlantica. Decor Exchange is a brand, a store, visual communication and its own identity.

Give some indication of how successful the outcome was in the market
In just one month hundreds of trees were planted. By the time this was written, the second edition of shadows was being manufactured.
Decor Exchange became a movement and started being sold in various interior design stores.
The brand became a sustainability reference. Stores that carried the products and people that owned them were perceived as cool for showing they cared about sustainable consumption without being eco-annoying.
To donate money for a tree means to simply donate. To trade a piece of furniture for a tree means commitment and behavioral change.