Salvation Army Print Kim Jong-un by Cine, WMcCann Brazil

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Kim Jong-un

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Brazil
Agency Cine
Director La Sangre
Agency WMcCann Brazil
Chief Creative Officer Hugo Rodrigues, Andre Marques
Creative Director Marcelo Conde, Eiji Kozaka
Creative Eduardo Ferraz, Gustavo Giorelli
Released April 2018

Credits & Description

Brand: Salvation Army
Agency: WMcCann
Client: Exército de Salvação
Campaign: Unwanted gifts
CCO: Hugo Rodrigues and André Marques
Creative Directors: Eiji Kozaka e Marcelo Conde
Creatives: Eduardo Ferraz and Gustavo Giorelli
Account: Ana Helena Coutinho, Vivian Cecchi, Vitória Carvalho and Andressa Moro
Projects: Jaqueline Travaglin, Denise Kotsubo and Priscila Andrade
Production: Julia Seligmann e Viviane Guedes
Production company: Cine Cinematográfica
Director: La Sangre
Director of Photography: Daniel Belinky
Art Director: Débora Pascotto
Executive production: Raul Doria and Federico Calabia
Editor: Lucas Camara
Account managers: Victoria Scaff and Leticia Baptista
Post Production: Cine X
Illustrator: Estúdio Ícone, Eduardo Ferraz, André Dedos and Nervo Coletivo
Soundtrack: Cabaret
Musical Production and Sonoplasty: Ângelo Colasanti
Bandmaster: Ângelo Colasanti
Mixing: Gab Scatolin
Account manager: Ingrid Lopes
Coordination: Verusca Garcia and Nicole Bonnet
Client approval: Adalberto Malva, Tiago Mendes and Karen Suto
Published: April 2018
A provocative new campaign for The Salvation Army of Brazil uses humor to drive donations instead of the usual emotional, heart-tugging approach. The new campaign, “Unwanted Gifts,” created by the advertising agency WMcCann Brazil, uses colorful and exaggerated illustrations of international politicians, such as Donald Trump and Kim Jong-Un, to show that what may not fit some, may be perfectly useful to others.
“As the Salvation Army collects items in good condition, we try to remind people that they may have a gift -- clothing, furniture or something very good at home -- that they may not notice, or do not like, or no longer identify with, or have forgotten in some cornet, which may in fact be valuable to others,” said Eiji Kozaka, Creative Director for WMcCann.
Print ads feature a Donald Trump figure receiving a Mexican hat and Kim Jong-Un receiving an “I Love NY” T-Shirt. Both ads carry the tagline,“It may not be perfect for you, but it’s perfect for us.”
The online film/TV commercial takes a much different narrative but arrives at the same conclusion about unwanted objects having value for the Salvation Army. The bizarrely humorous film features a plaid family in a plaid environment exchanging plaid gifts, but the daughter receives a shocking, polka-dot shirt – perfect for a donation to the Salvation Army.