National Geographic Print OVEN HORSE by Loducca


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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market Brazil
Agency Loducca
Creative Director Cassio Moron, Fabio Saboya, André Faria, Jose Augusto Guga Ketzer
Art Director Bruno Brasil
Copywriter Fabio Mozeli
Account Supervisor Paula Ventura
Released March 2012

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: FOX CHANNELS
Product/Service: NAT GEO TV SHOW
Creative Director: Guga Ketzer (Loducca)
Creative Director: Cássio Moron (Loducca)
Creative Director: André Faria (Loducca)
Creative Director: Fábio Saboya (Loducca)
Copywriter: Fábio Mozeli (Loducca)
Art Director: Bruno Brasil (Loducca)
Account Director: Fabiane Veiga (Loducca)
Account Supervisor: Paula Ventura (Loducca)
Integrated Project Director: Jood Nogueira (Loducca)
Media Vice President: Daniel Chalfon (Loducca)
Media Director: Kelly Cotta (Loducca)
Media Supervisor: Camila Fonseca (Loducca)
Planning Vice President: Ken Fujioka (Loducca)
Media placement: Mall - Shopping Eldorado - 13/mar/2012

Describe the objective of the promotion.
To promote the Nat Geo Channel show, Taboo, the first episode of which discusses the topic of exotic meats.

Describe how the promotion developed from concept to implementation.
We placed in one of Brazil's largest malls a rotating oven containing a horse. People who were been exposed to the installation received a flyer with information about the programme and the question: Would you eat horse meat?

Explain why the method of promotion was most relevant to the product or service.
The relevance of the effort is directly connected to its similarities to the content of TV programme. There couldn't be a more controversial effort to launch this show.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The movement generated a large audience on social networks, spontaneous media on major media outlets online, and raised the rating.