Teleton: LADYBUG by J. Walter Thompson Lima for Teleton

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Teleton: LADYBUG

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Industry Public awareness
Media Design & Branding
Market Peru
Agency J. Walter Thompson Lima
Art Director Jorge Rocca
Copywriter Juan Pablo Peschiera
Producer Eduardo Sasco
Photographer Enrique Valdez
Released June 2011

Awards

Cannes Lions 2011
Design Lions Self Promotion Bronze

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Self Promotion
Advertiser/Client: HOGAR CLINICA SAN JUAN DE DIOS
Product/Service: TELETON
Entrant Company: JWT LIMA, PERU
Design/Advertising Agency: 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 Pablo 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)

Brief Explanation:
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 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.
Description of 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.
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.