Salvation Army Print THEATRE by WMcCann Brazil

THEATRE

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Brazil
Agency WMcCann Brazil
Copywriter Omar Caldas
Account Supervisor Shari Corrula
Released July 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: SALVATION ARMY
Product/Service: SALVATIONS ARMY
Agency: WMcCANN
Chief Creative Officer: Washington Olivetto (WMcCann)
Creative Vice President: Guime Davidson (WMcCann)
Creative Director: Milton "cebola" Mastrocesario (WMcCann)
Art Director: Carlos "tchê" Bertuol (WMcCann)
Copywriter: Omar Caldas (WMcCann)
Account Supervisor: Shari Corrula (WMcCann)
Account Assistant: Pedro Whitaker (WMcCann)
Media placement: Action - Santo Agostinho's Theater - July 2011

Describe the objective of the promotion.
Make people understand the importance of donating winter clothing.

Describe how the promotion developed from concept to implementation.
In July, people who attended Santo Agostinho's Theatre to watch plays were surprised by an action: when they entered the theatre they felt cold, the temperature decreased making people even more uncomfortable. In that moment, the lights dimmed and a video was shown on the big screen.
Hard to be cold for a few minutes?
Imagine an entire night.
Help the Salvation Army.
Donate clothes to those in need.
Oh, and don’t worry, the AC will be back to normal soon

Explain why the method of promotion was most relevant to the product or service.
To understand what a person is going through, there’s nothing better than to put yourself in someone else’s shoes.

Describe the success of the promotion with both client and consumer including some quantifiable results.
People not only understand the action but applauded it.