DREAM LOCATIONS by Ars DDB Caracas for PAEDIATRIC ORTHOPAEDIC HOSPITAL

DREAM LOCATIONS

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Venezuela
Agency Ars DDB Caracas
Executive Creative Director Horacio Maggi, Exequiel Roríguez
Creative Director María Carolina Jaso
Art Director Carlos Eduardo Rodríguez
Copywriter Anayancy García
Photographer Vladimir Marcano
Released April 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: PAEDIATRIC ORTHOPAEDIC HOSPITAL
Product/Service: DONATION APPEAL
Agency: ARS DDB
Date of First Appearance: Apr 7 2010 12:00AM
Entrant Company: ARS DDB, Caracas, VENEZUELA
Executive Creative Director: Exequiel Roríguez (ARS DDB)
Executive Creative Director: Horacio Maggi (ARS DDB)
Creative Director: María Carolina Jaso (ARS DDB)
Copywriter: Anayancy García (ARS DDB)
Art Director: Carlos Eduardo Rodríguez (ARS DDB)
Agency Producer: Dianela Córsica (ARS DDB)
Account Manager: Natalia Pereira (ARS DDB)
Account Director: Ramón Guzmán (ARS DDB)
Photographer: Vladimir Marcano
Merchandising Manager: Maruja Mata (Hospital Ortopédico Infantil)
Media placement: POSTCARDS- 4 VERSIONS (Best Use Of Ambient Media: Small Scale) - Lider Tours - 07/04/2010
Media placement: POSTCARDS- 4 VERSIONS (Best Use Of Ambient Media: Small Scale) - Bonanza Tours - 07/04/2010
Media placement: POSTCARDS- 4 VERSIONS (Best Use Of Ambient Media: Small Scale) - Inn Travel Services - 07/04/2010
Media placement: POSTCARDS- 4 VERSIONS (Best Use Of Ambient Media: Small Scale) - Mata De Coco Tours - 07/04/2010
Media placement: POSTCARDS- 4 VERSIONS (Best Use Of Ambient Media: Small Scale) - Molina Viajes - 07/04/2010
Media placement: POSTCARDS- 4 VERSIONS (Best Use Of Ambient Media: Small Scale) - Pediatric Orthopedic Hospital's Store - 07/04/2010

Results and Effectiveness
The activity surpassed the desired results by 142% and increased awareness of the Hospital and the care it provides.

Creative Execution
A series of postcards were created depicting dream locations for disabled children. On the back of each postcard were the instructions on how you could help them get there. These postcards were strategically placed in bookstores and leisure and travel agencies where people could take them home for free. In this way, people had the opportunity to help others reach their most wanted destinations, while making plans to reach their own.

Insights, Strategy & the Idea
The Paediatric Orthopaedic Hospital has been helping children of all ages through crippling and life-threatening diseases for 68 years. Since its beginnings, the hospital runs on people’s donations. So to help more children get a permanent break from their disabilities, we need more people to donate whatever amount of money they can spare. The inspiration for the creative execution came from unreachable holiday destinations. Those places that make us daydream and hope for better days. But for disabled children, these destinations are places closer to home, like a swing or a slide, places a disabled child can’t reach.