Municipalidad de Miraflores DM BEACHED WHALE by Cafeína

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Industry Public awareness
Media Direct marketing
Market Peru
Agency Cafeína
Creative Director Mauricio Meza Bustamante
Art Director Cristhian Ávila, Pablo Alfaro
Copywriter José De La Barra
Producer Nyree Ching, Lucas Albites, Jorge Ezcurra
Photographer Juan Pablo Meza Bustamante
Released May 2011

Credits & Description

Category: Public Spaces
Creative Director: Mauricio Meza Bustamante (Cafeína)
Account Director: Ana María Castillo (Cafeína)
Copywriter Senior: Bruno Yaker (Cafeína)
Art Director: Pablo Alfaro (Cafeína)
Art Director: Cristhian Ávila (Cafeína)
Copywriter: José De La Barra (Cafeína)
Executive Account: Kathy Molfino (Cafeína)
Producer: Nyree Ching (Cafeína)
Producer: Lucas Albites (Cafeína)
PR Executive: Camila Meza Bustamante (Voices PR)
Photographer: Juan Pablo Meza Bustamante (Jpm Fotografía)
Producer: Jorge Ezcurra (Jpm Fotografía)
Film: Gustavo De La Torre (Pasaje18)
Media placement: Ambient Media - Miraflores Beaches - 30 May 2011 - 30 May 2011
Media placement: Direct Marketing (Trash Bag) - Miraflores Beaches - 30 May 2011 - 30 May 2011

Describe the brief from the client
When summer arrives, garbage and waste increase and pollute beaches. Despite efforts of city council to keep them clean, this problem is prevailing due to lack of education and environmental awareness. So, it is no longer a health issue, but an environmental problem.

Describe the challenges and key objectives
To show the public how the trash dumped on the beaches directly affects the lives of coastal species.

Describe how you arrived at the final design
In one of the busiest beaches of Lima, a whale was built using waste left during a weekend by beach-goers. The huge sculpture (12 x 2.5m) was shown all day, surrounded with the classic yellow caution tape that showed the message, ‘you litter, you kill’ (Ensucias, Matas).

Give some indication of how successful the outcome was in the market
- During one exhibition day, more than 40 news and comments were generated nationwide (TV, newspapers, magazines and internet). This enabled millions of people to get the message.
- More than 4,500 beach-goers were given the message live on the day of action.
- Hundreds of people accompanied and published the news through social networks.
- Dozens of bloggers, ecological sites and pro-environmental pages joined to spread the message.
- During the rest of the season, the collection of garbage at Lima beaches declined in average from 5 to 2 tons per day, as reported by the council.