MTV Print GREEN PICKS by Loducca

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GREEN PICKS

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market Brazil
Agency Loducca
Creative Director Cassio Moron, André Faria, Jose Augusto Guga Ketzer
Art Director Ricardo Alonso
Copywriter Raphael Franzini, Alex Adati
Account Supervisor Monica Di Pierro
Released February 2012

Awards

One Show 2013
One Show Collateral / Promotional Items - Single or Campaign Merit
One Show Design Collateral Design / Promotional Items - Single or Series Merit

Credits & Description

Category: Publications & Media
Advertiser: MTV BRASIL
Product/Service: MTV BRASIL
Agency: LODUCCA
Creative Director: Guga Ketzer (Loducca)
Creative Director: Cássio Moron (Loducca)
Creative Director: André Faria (Loducca)
Copywriter: Alex Adati (Loducca)
Copywriter: Raphael Franzini (Loducca)
Art Director: Ricardo Alonso (Loducca)
Account Director: Sabrina Spinelli (Loducca)
Account Supervisor: Monica Di Pierro (Loducca)
Account Assistent: Silvia Durazzo (Loducca)
Media Vice President: Daniel Chalfon (Loducca)
Media Director: Kelly Cotta (Loducca)
Media Manager: Camila Fonseca (Loducca)
Media Manager: Renato Guerra (Loducca)
Planner Vice President: Ken Fujioka (Loducca)
Planner Director: Mariana Quintanilha (Loducca)
Executive Producer: Sid Fernandes (Loducca)
: (Rui Americano Produções)
Media placement: Bar/ Nightclub - Pub SP - 24/feb/2012

Describe the objective of the promotion.
Nowadays we have cards for everything: bank, clubs, health plan. And all of them have one thing in common: expiration dates. Problem: What do we do with these expired cards?

Describe how the promotion developed from concept to implementation.
We created an installation that transforms old cards into brand new guitar picks. Just insert the card, pull the lever and that's it: the machine cuts off the guitar pick from your card. We installed the machines in bars, night clubs and universities in São Paulo, Brazil, and let people interact with it. They came in with old expired cards and went out with new guitar picks, ready to rock.

Explain why the method of promotion was most relevant to the product or service.
More than simply giving utility to old cards, we reinforced MTV Brasil's concept 'the music never stops'. After all, by using recycling, we created thousands of guitar picks to be used.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Thousands of people didn't just toss their cards in the bin and used MTV's installations to transform them into guitar picks. Many even used valid cards. Results: more guitar picks, more music and less waste.