THERMOMETER AND SPEECH BUBBLES by Gaps for Pamplona Town Hall

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THERMOMETER AND SPEECH BUBBLES

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Spain
Agency Gaps
Executive Creative Director Rafael Rodriguez Galobart
Creative Director Juan Antuñano
Released November 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: PAMPLONA TOWN HALL
Product/Service: GLOBAL WARMING AWARENESS CAMPAIGN
Agency: GAP'S
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: GAP'S , Pamplona, SPAIN
Executive Creative Director: Rafael Rodríguez Galobart (Gap's)
Account Team: Sonia Ledesma (Gap's)
Creative Director: Juan Antuñano (Gap's)
Account Manager: Tamara Ros (Gap's)
Account Team: Maria Egaña (Gap's)
Account Team: Cecilia Carrasco (Gap's)
Writer: Carla Garraus (Gap's)
Media placement: OUTDOOR - OUTDOOR - SEPTEMBER 2009

Results and Effectiveness
This campaign was carried out in a period of 7 days, coinciding with the European Week for Mobility, but the client decided to prolong it one more week, due to the impact in means and positive reactions of the people. The action had great notoriety and repercussion in media: INTERNET: diariodenavarra.es, noticiasdenavarra.com, anuncios.com PRESS: Diario de Navarra, Diario de Noticias, Qué TELEVISION: TVE (main Spanish television channel) The campaign had a very low budget to be carried out but it obtained a great economic repercussion in media.

Creative Execution
We choose actions of street guerrilla warfare as our strategy. Over 400 Speech bubbles made out of foam were placed around the city to represent plants, flowers, trees, birds and gardens thanking the population for using public transportation. This action was reinforced by huge thermometers, which tainted the water of the main fountains red to simulate an explosion due to the high temperatures.

Insights, Strategy & the Idea
Objective: Make society aware about the need to use less contaminating transportation methods given the dangerous increase of temperature in the city. Target: This action is part of the integrated campaign for the Mobility Week. The increase of temperature has been significant and this is what the Town Hall wanted to let all citizens know. Concept/Strategy: During the European Week for Mobility, the whole city woke up full of speech bubbles: the plants, gardens, fountains, flowers, trees, pots, birds, of the city thanked us for walking, for using public transportation, for not using our cars. In order to reinforce this campaign with a spectacular action a fountain in the middle of the main traffic road of the city had a giant thermometer installed inside that simulated the explosion due to high temperatures dying the fountains water red.