Sos Mata Atlantica Print DECOR EXCHANGE by DDB Sao Paulo

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Industry Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Joao Carlos Mosterio
Art Director Mozar Gudin, Rodrigo Buim, Gustavo Rates
Copywriter Tomás Correa
Photographer Sergio Prado
Released March 2012

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Product/Service: INSTITUTIONAL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Joao Mosterio (DDB Brasil)
Copywriter: Tomas Correa (DDB Brasil)
Art Director: Mozar Gudin (DDB Brasil)
Art Director: Rodrigo Buim (DDB Brasil)
Art Director: Gustavo Rates (DDB Brasil)
Photographer: Sergio Prado (DDB Brasil)
Production Manager: Marianna Sanches (DDB Brasil)
Convergence Director: Joca Guanaes (DDB Brasil)
Media placement: Indoor - Stores - 27/04/2012

Describe the objective of the promotion.
The SOS Mata Atlantica foundation needed to raise funds for its reforestation program and generate awareness and commitment to the cause as well as stress the importance of sustainable consumption.

Describe how the promotion developed from concept to implementation.
A large portion of Mata Atlantica was destroyed due to the intensive deforestation of noble woods used for furniture manufacturing. Our challenge was: How can we engage people to help us change this scenario?
Asking for donations to plant a tree was not enough. We needed to bring awareness to more sustainable behavior.
For mankind to have a piece of furniture at home, animals would lose a tree in their home. We did what was only fair: We proposed the reverse scenario. But how could we do that without having people get rid oftheir furniture?

Explain why the method of promotion was most relevant to the product or service.
We created an innovative product. We created the design-object which symbolizes the lack of a piece of furniture. When purchasing Decor Exchange products people would bring home the shadow of a piece of furniture. In exchange animals would get numerous trees planted in their home. That’s because all of the proceeds were invested in a reforestation program by SOS Mata Atlantica. Decor Exchange was a fun way to help the environment. At first it was sold in its own store but quickly it started being sold in other interior design stores. To donate money for a tree means to simply donate money. To trade a piece of furniture for a tree means commitment and behavioral change.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In just one month hundreds of trees were planted. By the time this was written, the second edition of shadows was being manufactured.
The brand became a sustainability reference. Stores that carried the products and people that owned them were perceived as cool for showing they cared about sustainable consumption without being eco-annoying.