Ngo DM THE HUMAN BEING HAS GONE PUBLIC by LA DESPENSA INGREDIENTES CREATIVOS

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THE HUMAN BEING HAS GONE PUBLIC

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Industry Public awareness
Media Direct marketing
Market Spain
Agency LA DESPENSA INGREDIENTES CREATIVOS
Director Pedro Aguilera
Creative Director Belén Coca
Art Director Hector Farias Rodriguez, Guilllermo Roda
Copywriter Jorge Sánchez
Producer Rafael Endeiza
Released November 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: THE DEVELOPMENT NGO COORDINATOR
Product/Service: NGO
Agency: LA DESPENSA INGREDIENTES CREATIVOS
Date of First Appearance: Nov 30 2010
Entrant Company: LA DESPENSA INGREDIENTES CREATIVOS, Madrid, SPAIN
Creative Executive Director: Miguel Olivares (La Despensa)
Creative Executive Director: Javier Carrasco (La Despensa)
Creative Director: Belén Coca (La Despensa)
Account Director: Alfredo González (La Despensa)
Account Executive: Tania Martínez (La Despensa)
Art Director: Guilllermo Roda (La Despensa)
Art Director: Hector Rodríguez (La Despensa)
Copywriter: Jorge Sánchez (La Despensa)
Technic Director: Marimar Ruiz (La Despensa)
Director: Pedro Aguilera (ATIC)
Producer: Rafael Endeiza (ATIC)
Media placement: Online Campaign - www.thehumansgroup.com - 30 November 2010

Describe the brief/objective of the direct campaign.
The Development NGO Coordinator is not a NGO. It is formed by more than 450 organizations focused on different fields of cooperation. The objective was to inform people about what the NGO Coordinator does.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We 'leaked' our group to various financial media outlets who reported on it. In times of extreme commercialization, we have created a fictitious holding that announces that the most reliable security that exists has gone public: The Human Being.

Explain why the creative execution was relevant to the product or service.
In a world full of concrete messages from different NGOs, we needed to launch a single, powerful idea that stroke the audience and represented the 450 NGOs that form the Coordinated. The campaign was especially relevant given the crisis provoked by banks and large corporations: we used their communication codes to subvert it with our message.

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.
With only €15,000, we have managed to inform thousands of people about the Coordinator’s work and invested in the Human Being.
The campaign had a great coverage in the media with 957.635€ of free publicity.

We got thousands of people joining the Facebook Group ‘ Yo invierto en el Ser Humano’ ( ‘I invest in human being’).