Doctors Without Borders/ MSF Print CREDITS WITHOUT BORDERS by Ogilvy Sao Paulo

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Creative Director Andre Kirkelis
Art Director Guto Kono, Rafael Cordeiro, Fernando Sau
Copywriter Luiz Vicente Batatinha Simoes, Fábio Seidl
Producer Deydson Rocha, Felipe Kenji
Account Supervisor Luiza Prata Carvalho
Released September 2011

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: André Kirkelis (Ogilvy Brasil)
Copywriter: Fábio Seidl (Ogilvy Brasil)
Copywriter: Luiz Vicente “batatinha”simões (Ogilvy Brasil)
Art Director: Guto Kono (Ogilvy Brasil)
Art Director: Fernando Saú (Ogilvy Brasil)
Art Director: Rafael Cordeiro (Ogilvy Brasil)
Head Of Production: Nana Bittencourt (Ogilvy Brasil)
Producer: Deydson Rocha (Ogilvy Brasil)
Producer: Felipe Kenji (Ogilvy Brasil)
Account Director: Valeria Barone (Ogilvy Brasil)
Account Supervisor: Luiza Prata Carvalho (Ogilvy Brasil)
Advertiser's Supervisor: Alessandra Vilas Boas (Doctors Without Borders)
Media Director: Luis Monteleone (Ogilvy Brasil)
Media Planner: Dante Mennichelli (Ogilvy Brasil)
Media placement: TV & Cinema - Cable TV,Cinema - April 30th - 2012

Describe the objective of the promotion.
Victims are left helpless after the press loses their interest in a war. We constantly need to promote our cause, keep our fundraising active, and our hospitals and missions working.

Describe how the promotion developed from concept to implementation.
We created Credits Without Borders. After a war movie or war documentary, we inserted real life footage during the credits. We showed the Doctors Without Borders arriving and treating the victims in the aftermath of the battles, reminding the audience that after a war is over, our work begins.

Explain why the method of promotion was most relevant to the product or service.
For the first time, a humanitarian organization asked for the audience’s support and for donations directly after being impacted by war and tragedy.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This is the main action for Doctors Without Borders in Brazil. In the year wecelebrate our 40th anniversary. So far the organization has reached the record of 60,000 donors this year, contributing to more than 12% of the world’s total revenue.