BOY by LUA Sao Paulo for Tucca

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BOY

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Brazil
Agency LUA Sao Paulo
Creative Director Atila Francucci
Art Director Caio Grafietti E Alessandro Cassulino
Copywriter Davi Sabry
Photographer Ivan Abujamra
Account Supervisor Bruno Sattim
Released March 2012

Credits & Description

Category: Commercial Public Services Incl. Healthcare & Medical
Advertiser: TUCCA
Product/Service: INSTITUTIONAL
Agency: LUA
Creative Director: Atila Francucci (Lua)
Copywriter: Davi Sabry (Lua)
Art Director: Caio Grafietti (Lua)
Graphic Production: Sabrina Inui (Lua)
Art Buyer: Anna Bohm (Lua)
Account Manager: Ricardo Polmon (Lua)
Account Supervisor: Bruno Sattim (Lua)
Photographer: Ivan Abujamra
Illustration: Eduardo Kui (Digital Image)
Graphic: Marcelo Correa (LMG Digital)
Council: Ana Ferraz (Tucca)
Media placement: Coin Banks - Coffee Shop - 12 March 2012
Media placement: Coin Banks - Restaurants - 12 March 2012
Media placement: Coin Banks - Drugstore - 12 March 2012

Describe the objective of the promotion.
The promotion's goal was to promote the brand and the work of TUCCA – Association for Children and Adolescents with Cancer, raising more donations and educating people about the NGOs' work.

Describe how the promotion developed from concept to implementation.
One who makes a donation to TUCCA hardly has the chance to see the results that this action brings to the children's lives. To touch more donors and show what that their donations mean, we have created a different donation box. TUCCA's coin bank was acrylic-made and showed the image of a bald child, clearly in cancer treatment. Right above this image, the sticker is transparent, showing the interior of the box. This cut on the sticker imitates the shape of a hairstyle over the bald head of the child and each coin fills some of that hairstyle.

Explain why the method of promotion was most relevant to the product or service.
Being placed close to cash registers of supermarkets, restaurants, cafeterias, bars, coffee shops and places where there was a high circulation of money, TUCCAS's coin bank was considered the most efficient method, finding people in a moment of fun and with available change.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After using the new donation coin banks, besides the amount of money collected through them, TUCCA became more known to the general public, gaining more regular donors.