PRANK CALLS CAMPAIGN 065 by Saatchi & Saatchi Mexico for Red Cross

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PRANK CALLS CAMPAIGN 065

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Mexico
Agency Saatchi & Saatchi Mexico
Director Pavel Munoz
Creative Director Martin Campo, Carlos Brambila, Gabriel Bello
Art Director Ricardo García
Copywriter Felipe Rubio
Producer Joaquin Aedo
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Use of Guerilla Marketing in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: RED CROSS
Product/Service: RED CROSS
Agency: SAATCHI & SAATCHI MEXICO, MEXICO
Advertiser RED CROSS
Product RED CROSS
Entrant SAATCHI & SAATCHI MEXICO, MEXICO
Type of Entry: Use of Promo & Activation
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Title: PRANK CALLS CAMPAIGN 065
Advertiser/Client: RED CROSS
Product/Service: RED CROSS
Entrant Company: SAATCHI & SAATCHI MEXICO, MEXICO
DM/Advertising Agency: SAATCHI & SAATCHI MEXICO, MEXICO

Vice President/Creative Director: Luis Elizalde (Saatchi & Saatchi)
Creative Director: Gabriel Bello (Saatchi & Saatchi)
Creative Director: Carlos Brambila (Saatchi & Saatchi)
Copywriter: Felipe Rubio (Saatchi & Saatchi)
Art Director: Ricardo García (Saatchi & Saatchi)
Director: Pavel Muñoz (Pavel Muñoz)
Producer: Joaquín Aedo (Saatchi & Saatchi)
Creative Director: Martín Campo (Saatchi & Saatchi)

Describe the brief from the client
To raise awareness of the problem of prank calls to the Red Cross.
We wanted to do something to decrease the number of prank calls which was 70%.




Describe the creative solution to the brief/objective.



The idea was to take a very common ‘death’ icon in Mexico and use it in our favour.
It’s very common to put metal crosses where fatal accidents have occurred, so everybody knows, right there somebody died. We made our own metal ‘Red Crosses’ and put them in hundreds of places across the city, with this copy on them: ‘Ricardo García could not be saved because we were attending a prank call. Do not play games with the 065 (emergency number) of the Red Cross’.




Describe the results in as much detail as possible.



It was very simple: in 2 months, the Red Cross call centre received 35% less pranks calls. Lots of lives saved right there.




The relevance of the cross icon with the ‘red cross’ was perfect. (They are both crosses) Everybody knew that: wherever these crosses were, something very bad had happened. The surprise was to see that the person who died right in that spot could have been saved if the paramedics weren’t attending a prank call.