Key Biskayne Print, DM Spotted [image] by J. Walter Thompson Buenos Aires

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Spotted [image]

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Industry Clothing, Against Cancer
Media Print, Magazine & Newspaper, Direct marketing
Market Argentina
Agency J. Walter Thompson Buenos Aires
Chief Creative Officer Sebastian Castañeda, Anita Ríos
Creative Director Damian Izquierdo, Sebastian Esposito
Production La Doble A
Released February 2018

Awards

Clio Awards 2018
Public Relations Product/Service: Special Event Bronze

Credits & Description

Brand KEY BISCAYNE
J. WALTER THOMPSON ARGENTINA Buenos Aires, Argentina Entrant Company
J. WALTER THOMPSON ARGENTINA Buenos Aires, Argentina Idea Creation
LA DOBLE A Buenos Aires, Argentina Production
CLUSTER MUSIC Buenos Aires, Argentina Additional Company
Anita Ríos J. Walter Thompson Buenos Aires Chief Creative Officer
Sebastían Castañeda J. Walter Thompson Buenos Aires Chief Creative Officer
Sebastián Esposito J. Walter Thompson Buenos Aires Creative Directors
Damián Izquierdo J. Walter Thompson Buenos Aires Creative Directors
Ariel Traverso J. Walter Thompson Buenos Aires Account Director
Paula Czaban J. Walter Thompson Account Director
Cosme Argerich J. Walter Thompson Buenos Aires Agency Production Director
Julia Lagos J. Walter Thompson Buenos Aires Agency Producer
Laura Fassi J. Walter Thompson Buenos Aires Agency Producer
Donozo LADOBLEA Directors
Tati Charriere LADOBLEA Directors
José Amal LADOBLEA Executive Producers
Adrián Aspani LADOBLEA Executive Producers
Verónica Pascual LADOBLEA Executive Producers
Luis Staffolani LADOBLEA Post Production Coordinator
Santiago Candegabe Cluster Music Composers
Juan Serruya Cluster Music Composers
Matías Villamil Cluster Music Composers
Luciana Del Mar Key Biscayne Responsible for the client
Diego Paonessa LALCEC Responsible for the client
Synopsis
Skin cancer is by far the most common among all types of cancer. Worldwide, each year more than 13 million cases of skin cancer are diagnosed.
One in three cancers that are diagnosed is a skin cancer. More than 65,000 people die every year because of this skin cancer. In Argentina in particular, the numbers do not move away from this reality.
The Argentine League of Fight Against Cancer (LALCEC) is a Civil Society Organization, created on 1921 that since that time, stated that the way to fight cancer is through of prevention and early detention. This is year they wanted to focus specially in skin cancer.
Strategy
Every year thousands of people decide to ignore spots on their bodies as dangerous as a possible melanoma, but there is a spot that none would ever pass.
We needed to show them effectively how most of the times we are attentive to what we wear, to how we are combed, what others think of us and we do not pay the same attention to our skin, how our body is, our health, and being attentive to these things can save our lives.
Relevancy
Key Biskayne (a menswear design brand in Argentina) created a series of t-shirts with almost imperceptible spots. In a period of 2 weeks, we placed this t-shirts in 5 of KB Stores so customers could tried them.
In just seconds all those who tried the t-shirt, found the spot and avoided taking the shirt. But what they could not help taking away was the message: "Finding a spot just as fast on your body can save your life".
The message spread instantly, and celebrities and local influencers as well as national media, were soon to join the cause organically.
Outcome
The action was featured on TV shows and spread online, generating thousands of views. And it was also shared by many local celebrities.
557.524 People Reached.
And the most important we helped LALCEC to spread their cause between a target that usually doesn’t stop to hear this kinds of messages.
Execution
With the support of LALCEC – The Argentine League of Fight Against Cancer, Key Biskayne (a menswear design brand well-know in Argentina) created a series of t-shirts with almost imperceptible spots. In just seconds all those who tried the t-shirt, found the spot and avoided taking the shirt. But what they could not help taking away was the message: "Finding a spot just as fast on your body can save your life". Finally, we invite customers to have a check-up with specialized professionals of LALCEC in a conditioned space inside the stores
Campaign Description
With the support of LALCEC –Liga Argentina de Lucha Contra el Cancer, Key Biskayne (a menswear design brand well-know in Argentina) created a series of t-shirts with almost imperceptible spots. In just seconds all those who tried the t-shirt, found the spot and avoided taking the shirt. But what they could not help taking away was the message located in the back of the shirt: "Finding a spot just as fast on your body can save your life".