CAGES INSTALLATION by Prolam Y&R Santiago for Fundacion Padre Hurtado

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Chile
Agency Prolam Y&R Santiago
Director Francisco Escudero
Executive Creative Director Cristobal Arteaga, Alvaro Becker, Francisco Cavada
Art Director Claudio Campistó - Sergio Araya Caneo
Copywriter Andres Acevedo
Released April 2012

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Agency: PROLAM Y&R
Executive Creative Director: Alvaro Becker (Prolam Y&R)
Executive Creative Director: Francisco Cavada (Prolam Y&R)
Head Of Art: Emerson Navarrete (Prolam Y&R)
Art Director: Sergio Araya (Prolam Y&R)
Copywriter: Andres Acevedo (Prolam Y&R)
Director: Francisco Escudero
Sculptor: Antonio Gonzalez
Media placement: Instalation - Street - April 5th

Describe the objective of the promotion.
Install as a topic of discussion in Chilean society the fact that there are still children living constantly at social risk, either inside the home or in their surroundings.
1.a. The objective is to engage all of Chilean society that don´t see this.
1.b. The strategy is to sensitise with a crude and real form.

Describe how the promotion developed from concept to implementation.
Install in a sector of the city a steel cage with the form of a man drinking alcohol and in the interior we will put a real kid.

Explain why the method of promotion was most relevant to the product or service.

The execution is relevant because the cage is installed in a habitual route of many people and obtains a great impact.
The image by itself is sufficiently strong to catch the attention of the target. Achieves the objective making the reality for these children a topic of discussion.

Describe the success of the promotion with both client and consumer including some quantifiable results.
2,000 people that circulated around the sector saw the installation. 600 of them uploaded photographs, videos and commentaries that they shared with their contacts in social networks. Four TV news programmes, seven press and tens of sites informed the news.