Sos Mata Atlantica Print CHICKENS IN THE CINEMA by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha, Fabio Brigido, Fábio Vido
Copywriter Mariana Borga, Thiago Carvalho
Released June 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director/Copywriter: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Art Director: João Linneu/Fabio Brigido (F/Nazca Saatchi & Saatchi)
Acount Team: Daniela Keller/Gisella Assumpção (F/Nazca Saatchi & Saatchi)
Copywriter: Mariana Borga (F/Nazca Saatchi & Saatchi)
Planner: Monica Bauer (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias/Robson de Vitto/Leandro Ferreira (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Marcia Hirota (SOS Mata Atlântica)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Media placement: Cinema - Moviecom Penha E Boa Vista - 5 June 2011

Describe the objective of the promotion.
SOS Atlantic Forest usually chooses annual themes to work with. In 2011, it decided to talk about the harmful effects caused by CO2 emissions, especially the ones caused by traffic. In a country where the middle class gains increasing access to credit, the sales of automobiles also increase, with a direct impact on traffic. Just as an example, the city of São Paulo has the 6th worst traffic in the world.
Therefore, the goal of the campaign was to inform the population about this problem and show that, by improving the traffic in the city, Brazilians would be helping the forests of the country.

Describe how the promotion developed from concept to implementation.
During the campaign, we used media to explain why it is better to go by chicken than by car. But we still needed to find a way to prove it. In order to do that, we seated some plush chickens in some movie theatre’s chairs in São Paulo. So, when people got into the theatre they would realise that the chicken got there first.

Explain why the method of promotion was most relevant to the product or service.
The idea came out when we found out, through a Brazilian newspaper, that during the rush hour, a car moves under the same speed as a chicken.
So, if they move under the same speed, why not say: Go by chicken, at least you won’t harm the environment.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Hundreds of people were reached by the chickens in the movie theatres.
These people really enjoyed the action and started to share it on the social networks, making it become a huge phenomenon online and a trending topic on Twitter, Brazil region.