MESSAGE IN A BOTTLE by Leo Burnett Iberia Madrid for Fundacion Fundacion Altius

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MESSAGE IN A BOTTLE

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Rafa Anton, Fernando Martin
Creative Director Francisco Cassis, Fernando Martin
Art Director Seve Ruiz
Copywriter Pablo Cachon, Ana Patricia Ortega
Producer Antonio Ojeda, Álvaro Aparicio, Natacha Martín
Photographer Ricardo Saez
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: FUNDACIÓN ALTIUS
Product/Service: CHILDREN'S CHARITY
Agency: LEO BURNETT IBERIA
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Executive Creative Director: Rafa Anton (Vitruvio Leo Burnett)
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Fernando Martín (Leo Burnett Iberia)
Creative Director: Francisco Cassis (Leo Burnett Iberia)
Copywriter: Pablo Cachón (Leo Burnett Iberia)
Copywriter: Ana Patricia Ortega (Leo Burnett Iberia)
Art Director: Ricardo Saez (Leo Burnett Iberia)
Art Director: Seve Ruiz (Leo Burnett Iberia)
Photographer: Ricardo Saez (Leo Burnett Iberia)
Producer: Natacha Martín (Leo Burnett Iberia)
Producer: Alvaro Aparicio (Leo Burnett Iberia)
Producer: Antonio Ojeda (Leo Burnett Iberia)
Media placement: TV - Telemadrid - 1 november 2009
Media placement: Exterior - muppies - 1 november 2009
Media placement: Internet - web - 1 november 2009

Creative Execution
Idea What if the bottle contained a real message written by a real child who truly needed help? In addition to creating the solidarity bottles, we also created their labels. And before putting the labels on the bottles we sent them to hundreds of schools in countries such as Honduras, Ecuador and Mexico so that the children that the foundation helps could write what they want to be when they grow up on the labels. Every bottle was a unique product with an original message written by a child in need in Latin America.

Insights, Strategy & the Idea
The Altius Foundation asked for 2 things: To find a product that could be mass-produced and sold to raise funds for thousands of needy children in South America and to then develop a campaign to promote the sale of this product. Insight A message in a bottle is a universal symbol of someone who is far away and in need of help.