The Cara Program Design & Branding CHOOSE by Lapiz Chicago

CHOOSE

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency Lapiz Chicago
Creative Director Laurence Klinger
Art Director Cristian Duran
Copywriter Andrés Mejia – Nicolás Nieto - Daniel Payán
Account Supervisor Pablo Miro
Released March 2012

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: THE CARA PROGRAM
Product/Service: HOMELESS CHARITY
Agency: LAPIZ
Chief Creative Officer: Laurence Klinger (Lápiz)
Creative Director: Laurence Klinger (Lápiz)
Copywriter: Nicolas Mejia (Lápiz)
Art Director: Cristian Duran (Lápiz)
Account Supervisor: Pablo Miro (Lápiz)
Account Manager: Paula Ceballos (Lápiz)
Planner: Enrique Marquez (Lápiz)
Agency Producer: Jacky Martinez (Leo Burnett)
Media placement: Postcard - Personalized Direct Mail - 1 March 2012

Describe the brief from the client
Help The Cara Program, a non-profit organisation empower motivated individuals affected by homelessness and poverty, have a second chance in life.

Describe the challenges and key objectives
Raise awareness about The Cara Program showing that life is a matter of choice.

Describe how you arrived at the final design
We created a simple postcard that invited you to choose between forming the word, 'Chief' or 'Thief' with the attached magnetic letters 'C' and 'T'.
When trying the letter 'C' the magnet repelled giving you no other option than choosing the letter 'T' which attracts to the one in the piece to complete the word, 'Thief'.
Other executions include: Hope/Dope and Broker/Broken.

Give some indication of how successful the outcome was in the market
Since the launch of the 'Choose' campaign, The Cara Program has increased its active donations by 8% and placed 209 individuals into permanent jobs.