Lifesaver Backpack [image] 1 by J. Walter Thompson Bogota for Casa Luker

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Lifesaver Backpack [image] 1

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Industry Grocery and Other foods, Public Safety, Health & Hygiene
Media Direct marketing, Case study
Market Colombia
Agency J. Walter Thompson Bogota
Executive Creative Director Claudia Murillo, Miguel Andres Norato
Creative Director Diego Contreras Jaramillo, Diana Triana
Art Director Carolina Parra Garces, Carlos Alberto Jimenez
Copywriter Camilo Mateus
Released March 2016

Awards

D&AD 2017
Direct Direct Innovation Wood Pencil
Direct Direct Product & Service Wood Pencil
Creativity for Good Product Design Wood Pencil
Media Use of Direct Wood Pencil

Credits & Description

Título/Title: Lifesaver Backpack
Marca/Brand: Luki Fruit Snacks
Anunciante/Advertiser: Casa Luker
Agencia/Agency: J. Walter Thompson
País/Country: Colombia
Agency: J. Walter Thompson Colombia
Brand: Luki
Country: Colombia
Advertising Agency: J. Walter Thompson Colombia, Bogotá
Entrant Company: J. Walter Thompson Colombia, Bogotá
Media Agency: J. Walter Thompson Colombia, Bogotá
Pr Agency: J. Walter Thompson Colombia, Bogotá
Production Company: J. Walter Thompson Colombia, Bogotá
Copywriter: Camilo Mateus (J Walter Thompson Colombia)
Art Director: Carlos Alberto Jimenez (J Walter Thompson Colombia)
Agency Production Director: Maria Medina (J Walter Thompson Colombia)
Executive Creative Director: Miguel Andres Norato (J Walter Thompson Colombia)
Account Director: Andres Sanmartin (J Walter Thompson Colombia)
Creative Director: Diana Triana (J Walter Thompson Colombia)
Brand Manager: Alejandra Angulo (Casa Luker)
Chief Creative Officer: Rodolfo Borrell (J Walter Thompson Colombia)
Agency Producer: Andrea Hortua (J Walter Thompson Colombia)
Art Director: Carolina Parra Garces (J Walter Thompson Colombia)
Vp Accounts: Angelica Escruceria (J Walter Thompson Colombia)
Director Of Fashion Design: Catalina Velasquez Velandia (Juan Sebastian Sanchez)
Executive Creative Director: Claudia Murillo (J Walter Thompson Colombia)
Creative Director: Diego Contreras Jaramillo (J Walter Thompson Colombia)
Industrial Designer Director: Juan Sebastian Sanchez Jimenez (Juan Sebastian Sanchez)
Strategy:
Luki is a brand that has always worried about children's health and wellness with a full line up of 100% natural frute snack that could be found in schools. The brand for its 2016 corporate responsibility plans decided they wanted to help children in remote jungle communities that use rivers to get to school. By creating an idea that could help prevent drowning. In partnership with the Colombian Red Cross we started identifying different jungle communities in the north of the country where more drowning have been reported from unexpected flash floods. We identified 12 communities with a population of about two thousand children that use this dangers rivers to get to school, we then device a plan with the Red Cross to reach this communities with the Lifesaver Backpack to help prevent child drowning and at the same time educate on how to act if they had to help in case of an emergency.
Execution:
the first stage of the implementation was activated in 4 remote jungle communities in the north of the country: Taparal, Munguido, San Jose and Los Perea. Using the lifesaver Backpack as a direct medium to teach safety water classes, CPR training and emergency reaction that were given to children and adults. The Lifesaver Backpacks were given out to Children between the age of 5 to 12 years old and tout how to properly use them. The activity in this 4 communities took place form from January 15 and ending January 30. More trips are been plan to reach the remaining 8 communities. As the promotion in Supermarkets and stores where Luki Product are sold is also helping to create more Lifesaver Backpacks.
Synopsis:
Colombia is a country with hundreds of rivers that are used everyday by children in remote jungle communities to get to school, using precarious and unsafe means of transport, but the problem is that rivers are unpredictable and flash floods happen without warning. In the last years more than a thousand children drowned trying to get to school. Our Client Luki, a famous fruit snack that is always present in children’s lunch boxes and schools, asked us for an idea to help these children.
Campaign Description:
we created a new type of backpack, The Lifesaver Backpack that can keep them safe when the unexpected happens and at the same time teach children and there parents about water safety and what to do in case of an emergency.The Lifesaver back packs were design and inspired by the same technology used in life vests, using light weight materials that resist strong river currents and colors that contrast against the dark brown water of the rivers. They were also tested to resist the weight of children from ages 5 to 12 years old and their supplies, allowing the child to float and it’s also capable of turning them around if they fall unconscious, allowing him or her to breathe freely. The lifesaver back pack has also integrated into the design reflected materials, reinforce top handle for water rescues, a water proof whistle and CPR instructions.
Outcome:
In partnership with the Colombian Red Cross hundreds of back packs have been donated to 4 different jungle communities: Taparal, Munguido, San Jose and Los Perea. Also a educational program that impacted more than
000 people including children and adults teaching them first aid, CPR and and what to do in case of water emergencies. Working close with the Colombian Red Cross we are identifying other communities. To reach out with more Lifesaver Back packs. Luki has an on-going promotion in Supermarkets and stores for the porches of there product part of the money goes to the construction of more Lifesaver Back packs. The idea was also picked up by news media gaining free press that help the promo idea increasing sales that help create more Lifesaver Backpacks.