AMBULANCE KIDDIE RIDE by J. Walter Thompson Mexico for Mexican Red Cross

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AMBULANCE KIDDIE RIDE

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Mexico
Agency J. Walter Thompson Mexico
Executive Creative Director Enrique Codesido
Creative Director Gabriel Bello, Miguel Gonçalves Brito
Art Director Esteban Sacco, Victor Rojas
Copywriter Rodrigo Rothschild
Released February 2010

Credits & Description

Category: Ambient: Special Build
Advertiser: MEXICAN RED CROSS
Product/Service: ANNUAL FUNDRAISING DRIVE
Agency: JWT MEXICO
Executive Creative Director: Esteban Sacco/Enrique Codesido
Creative Director: Gabriel Bello/Miguel Brito
Copywriter: Rodrigo Rothschild
Art Director: Victor Rojas/Esteban Sacco
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: JWT MEXICO, MEXICO

Description of Ambient execution
Every year, thousands of volunteers walk the streets of Mexico with their collection boxes to support the Red Cross' annual fundraising drive. But lately, large corporate donors have eclipsed the donating culture of Mexicans making people feel that their contribution is insignificant. This, and the deep economic 2009 crisis, were threatening to affect the success of this year’s fundraising drive. We had to highlight the importance of every single donation to help keep the Red Cross in action. To bring awareness on the power of one coin to keep the institution going, we came up with a way of showing people that every coin counts. We built coin-operated kiddie rides featuring Red Cross vehicles so that kids could play hero while their parents used them as collection boxes. The machines were placed at public places like parks, stores and malls across the nation. The importance of every single donation was now easy to see and feel. And it was also fun. Response to the campaign was overwhelming. People formed lines to get their kids to ride and the experience generated important word-of-mouth. We also used varied media to make sure the message "Your help can keep us going" was heard across the nation.