CARDBOARD TREES by DDB Sao Paulo for Whirlpool

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CARDBOARD TREES

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Industry Electronic Devices & Home Appliances, Business equipment & services, Environmental & Animal Issues, Corporate Image
Media Design & Branding
Market Brazil
Agency DDB Sao Paulo
Creative Director Julio Andery, Renata Florio, Sergio Valente, Moacyr Netto, Rodrigo Almeida
Copywriter Rodrigo Mendonca
Account Supervisor Sandra Lessa
Illustrator Daniel Chagas Martins
Released January 2010

Credits & Description

Category: Posters
Advertiser: WHIRLPOOL/ BRASTEMP
Product/Service: RECYCLING PROGRAMME
Agency: DDB BRASIL
Date of First Appearance: Jan 2 2010 12:00AM
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Creative Director: Sergio Valente (DDB Brasil)
Creative Director: Rodrigo Almeida (DDB Brasil)
Creative Director: Renata Florio (DDB Brasil)
Creative Director: Moacyr Netto (DDB Brasil)
Art Director: Daniel Chagas Martins (DDB Brasil)
Copywriter: Rodrigo Mendonca (DDB Brasil)
Illustrator: Daniel Chagas Martins (DDB Brasil)
Account Supervisor: Sandra Lessa (DDB Brasil)
Media placement: Poster - Points Of Sale - 2/01/2010

Describe the challenges and key objectives
Brastemp had never promoted this programme. The biggest challenge was to do this with a low budget. The objective was to show consumers that Brastemp does its part when it comes to preserving the environment, which can be a decisive element when consumers are choosing what brand to purchase. We also wanted to increase the number of partnerships for the project.

Describe the brief from the client
To promote the home appliances brand Brastemp’s recycling programme at the point of sales, which has already recycled more than 34 tons of packaging. This initiative collects the brand’s product’s packaging from consumers’ homes.

Describe how you arrived at the final design
First we decided to use only recycled material. For this reason we decided to transform Brastemp’s packaging in posters. They were all handmade. After that, we thought about a straightforward and impacting way of showing how recycling is crucial for the preservation of our forests.

Give some indication of how successful the outcome was in the market
The piece drew people’s attention at the point of sales, was mentioned in ecology sites and blogs and contributed to a positive brand image for Brastemp