SHADOW by Agencia Mood São Paulo for Fundacao Amazonas Sustentavel

SHADOW

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Brazil
Agency Agencia Mood São Paulo
Creative Director Antônio Rosa.
Art Director Marcelo Anache E Guilherme Jorgetti
Copywriter Felipe Silva
Producer José Batista De Sousa
Released April 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: FUNDAÇÃO AMAZONAS SUSTENTÁVEL
Product/Service: CHARITY
Agency: AGÊNCIA MOOD
Date of First Appearance: Apr 9 2011
Entrant Company: AGÊNCIA MOOD, São Paulo, BRAZIL
Chief Executive Officer: Augusto Marques da Cruz Neto (Agência Mood)
Chief Communications Officer: Aaron Sutton (Agência Mood)
Creative Director: Antonio Rosa (Agência Mood)
Art Director: Guilherme Jorgetti (Agência Mood)
Copywriter: Felipe Silva (Agência Mood)
Media Director: Eduardo Lellis (Agência Mood)
Producer: José Batista de Sousa (Agência Mood)
Media placement: Fake Tree Canopies - São Paulo's streets - 9 April 2011

Insights, Strategy & the Idea
The Sustainable Amazon Foundation, which fights deforestation in the Amazon, was trying to make the residents of the city of São Paulo aware of the importance of caring for the forest. But how could the residents of the largest metropolis in South America be made aware of the importance of taking care of a forest 4,000 km away? This is a public for which environmental preservation messages in the traditional media no longer make much of an impact.

A simple and direct media solution was created: making trees that had been cut without reason along the city’s streets our means of communication.

Creative Execution
Fake tree canopies were created from fabric with the words “Everyone likes shade, but few people take care of trees.”
The canopies were manually installed on the trunks of various trees that had been cut that we found along the streets of São Paulo.
In this way the trunks became our media, taking the Foundation’s message to thousands of pedestrians who walked by them.

Results and Effectiveness
For a cost of US$87 spent producing the fake tree canopies, the Sustainable Amazon Foundation showed the importance of preserving the Amazon to over 100,000 people on the streets of São Paulo in just one weekend.