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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Direct marketing
Market Brazil
Agency DraftFCB Rio De Janeiro
Executive Creative Director Fernando Barcellos, Cristina Amorim
Art Director Ricardo Rimoli
Released April 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Apr 29 2009 12:00AM
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Entry URL:
Chief Creative Officer and Copywriter: Adilson Xavier (Giovanni+DraftFCB)
Executive Creative Director: Cristina Amorim (Giovanni+DraftFCB)
Creative Director and Art Director: Fernando Barcellos (Giovanni+DraftFCB)
Strategic Planning and Interactive Media Manager: Luiz Felipe Barros (Giovanni+DraftFCB)
Strategic Planning and Interactive Media Assistant: Carlos Bronze (Giovanni+DraftFCB)
Account Executive: Flávia Nakamura (Giovanni+DraftFCB)
Project Manager: Carolina Figueiró (Giovanni+DraftFCB)
Art Director: Ricardo Rimoli (Giovanni+DraftFCB)
Social Medias: Riot (Riot)
Photographer and manipulation: Ricardo Cunha (Photo PH)
Production Company: Microwave (Microwave)
Media placement: Internet - Website - Apr 29 - Until Today

Describe the brief/objective of the direct campaign.
To draw society’s attention to the issue of discrimination against people with any kind of disability, especially against those with Down syndrome. The strategy draws on the premise that, more than simply becoming aware of this problem, people should participate effectively in the campaign by demonstrating a practical response to it. The purpose is an immediate mobilisation for supporting the cause.

Explain why the creative execution was relevant to the product or service.

Our website, which was advertised with print ads and strong, PR offered this opportunity to the public and the response was immediate. Thousands of people had fun and felt like better human beings by supporting the cause of people with Down syndrome with their faces being manipulated, altered and marked by the characteristic features of the syndrome. 'It's normal to be different' acquired a deeper meaning for the participants of this manifesto, once it became a personal experience of self-denial in regard to their own facial traits.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
There is nothing more efficient to break the barriers of discrimination and indifference than ignoring this barrier. How? We created a website and invited everybody to transform themselves into people with Down syndrome by using their faces as a signature to confirm their adhesion to the cause. The objective was to reach around 400,000 people (hits) with an adhesion rate of 30% (postings of pictures).

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.
The most important TV news program in Brazil produced a five-minute report. Artists participated spontaneously. The most watched women’s show in Brazil pointed out the relevance of the campaign. On Brazilian Day in New York, it was applauded by thousands when the hostess encouraged participation in it. 553,000 hits on the first week Conversion rate of 40%. Web surfing time: 6 minutes. UNO chose the website as an example for social inclusion during the ceremony for the International Day of Persons with Disabilities. Abnormal figures which indicate that the face of prejudice can be modified with ideas, clicks and emotion.