COANIL FOUNDATION Promo, Case study HUGS by Eduardo Frederick TBWA Santiago


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Industry Charities, Foundations, Volunteers, Racial/Ethnic/Handicapped/Minority Awareness
Media Promo & PR, Case study
Market Chile
Agency Eduardo Frederick TBWA Santiago
Executive Creative Director Eduardo Frederick
Creative Director Rodrigo Cabello, Felipe Ortiz, Rodrigo Cid-Cristian Lopez, Tulio Turina
Copywriter Camilo Muñoz
Released August 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: TBWA\FREDERICK, Santiago, CHILE
Entry URL:
Creative Director: Felipe Ortiz (TBWA\Frederick)
Copywriter: Camilo Muñoz (TBWA\Frederick)
Executive Account: Aldo Pentenero (TBWA\Frederick)
Executive Creative Director: Eduardo Frederick (TBWA\Frederick)
-: Daniel Cáceres (TBWA\Frederick)
-: Gonzalo Orellana (TBWA\Frederick)
-: Gonzalo Trepiana (Neuralis)
Creative Director: Cristian López (TBWA\Frederick)
Media placement: Outdoor - Chile - 01/08/2009
Media placement: Press - El Mercurio, La Hora, Publimetro - 04/08/2009
Media placement: Spot - La Red, Telecanal - 04/09/2009
Media placement: Fanpage-3000 Fans - Facebook - 01/08/2009
Media placement: Follower-254 Following - Tweeter - 01/08/2009
Media placement: Youtube Channel - Youtube - 04/08/2009

Results and Effectiveness
Thanks to a mini online campaign, in a week we received over 50 hugs for more than 25 countries. The collection raised more than US$240,000 - exceeding the expectations (US$150,000) of the foundation. We managed to fulfil a dream… That the people of the World hug each other many more times.

Creative Execution
We want to communicate to society ideas on how to change the World for people with intellectual disabilities. To show what they think about discrimination, ecology, love etc, we put their ideas on a website and invited people to vote for one of those ideas. So which one would we try to carry out the day of charity collection. The winning dream was: The World would be better if we all hug each other, many more times. Channels: On line - TVC - OOH - Video email - networks like Facebook, Twitter, etc - YouTube - Press

Insights, Strategy & the Idea
Coanil foundation seeks to raise funds to obtain resources with a national collection. With the advantage of the contingency of presidential candidates, we looked to generate consciousness and value for people with intellectual disabilities. HEARING The most important audience for this brand is society. The idea is to influence each one who is part of our country, making them understand that we all have skills to achieve this goal. Our audience is people who are sensitised to the subject and are able to empathise. Mediums are found everywhere in the streets, online, in-print, on TV, etc., but to get their attention we need to raise awareness about the issue.