WWF Design & Branding THE PLANTMEN by J. Walter Thompson Lima

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THE PLANTMEN

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Design & Branding
Market Peru
Agency J. Walter Thompson Lima
Director Rodrigo Arce
Executive Creative Director Fernando Iyo, Tin Sanchez, Javier Grana
Copywriter Juan Pablo Peschiera, Luis Alonso Vega, Jean Paul Dubois
Producer Sugey Rojas, Elena Monteverde, Dorothy Pita
Account Supervisor Lorena Garcia
Editor Daniel Ayllón, Javier Ruiz Caldera
Released April 2011

Credits & Description

Category: Public Spaces
Advertiser: WWF / MIRAFLORES MUNICIPALITY
Product/Service: WWF
Agency: JWT LIMA
Executive Creative Director: Fernando Iyo (JWT Lima)
Executive Creative Director: Javier Grana (JWT Lima)
Head Of Art: Renzo Sanguinetti (JWT Lima)
Artist: Pool Guillen (Freelance)
Account Supervisor: Lorena Garcia (JWT Lima)
Director: Rodrigo Arce (Cine 70)
Producer: Sugey Rojas (JWT Lima)
Producer: Elena Monteverde (JWT Lima)
Gardener: Ulises Matos (Freelance)
Editor: Daniel Ayllon (JWT Lima)
Producer: Dorothy Pita (Freelance)
Audio Studio: Zumba (Zumba)
Editor: Javier Ruiz (JWT Lima)
Field Producer: La Nako (Freelance)
Voice Over: Steven Ireland (Freelance)
Copywriter: Luis Vega (JWT Lima)
Copywriter: Juan Pablo Peschiera (JWT Lima)
Copywriter: Jean Paul Dubois (JWT Lima)
Media placement: Sculpture - Streets - 3 April 2011

Describe the brief from the client
WWF Lima’s mission is to articulate a series of international initiatives alongside complementary local activities. This campaign is one of those complementary activities in a country with a sustained economic growth year after year. Due to these circumstances, generating consciousness about the environment is extremely important.
The strategy to accomplish it consisted in generating a shock so Limenians would reflect on a simple act they do every day: give to the ones most in need. The message was spread through the main business zones and where parks and woods were replaced for bricks and concrete.

Describe the challenges and key objectives
The main goal was to create awareness in the Miraflores citizens about the urgent need that nature has.
We established a plan to put the 'Plantmen' in the most transited areas to generate an impact on approximately 30,000 people.

Describe how you arrived at the final design
The idea consisted in mixing 2 absolute and undeniable truths:
a. Most Limenians are more worried about economic growth and the city’s development than helping nature.
b. Beggars are people who always receive a helping hand, no matter the reason of the helping hand (charity, guilt, etc.)
Therefore, from mixing these 2 truths, the ‘Plantmen’ were created. A sculptor and a gardener joined crafts to bring them to life. They were sculpted in typical postures of beggars asking for money and accompanied by a clear message: Nature needs our help.

Give some indication of how successful the outcome was in the market
The population of Miraflores, according to statistic data (http://www.miraflores.gob.pe/), is of 85,000 habitants. More than 40% walks through commercial areas and the principal avenues of the district at rush hour (Arriving to work: 8:00am - 9:00am. Lunch Break: 1:00pm – 3:00pm. Leaving work: 7:00pm – 8:00pm.) Each ‘Plantmen’ was situated in strategic places during rush hour for 7 days, making, with its powerful message, more than 34,000 people reflect upon it. These same people spread the message on various social networks.