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Industry Environmental & Animal Issues
Media Direct marketing
Market Brazil
Agency Neogama
Creative Director Marcio Ribas, Wilson Mateo
Art Director Fernando Patucci
Producer Glória Gross
Released September 2011

Credits & Description

Category: Charities
Advertiser: FAS
Product/Service: FAS
Chief Creative Director: Alexandre Gama (Neogama BBH)
Creative Director: Márcio Ribas (Neogama BBH)
Art Director: Fernando Patucci (Neogama BBH)
Producer: Glória Gross (Neogama BBH)
Media placement: Ambient - Public Space - 22/04/2012

Describe the brief/objective of the direct campaign.
To communicate the Amazonas Sustainability Foundation concept: 'We are increasing the value of the rainforest by keeping it up, instead of cutting it down'.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We needed to show the Foundation’s work in struggling to keep the forest up, in a simple, engaging way. We created a Bop Bag in the shape of a tree. It is an interactive and fun piece that illustrates the Foundation’s work in the forest.

Explain why the creative execution was relevant to the product or service.
Whenever you punch the Bop Bag to the ground, it comes back to its vertical position – so metaphorically the tree can never be cut down. This became the easiest way to illustrate the Foundation’s work in the Amazon forest, which struggles to keep trees up.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Besides generating interaction and brand perception, the Bop Bag also generated buzz in places the action was carried out, raising awareness of the deforestation issue. It improved knowledge of the Foundation’s work among the general public, it increased visits on the website and also raised companies’ interest in supporting the Foundation through donations.