Lidl Promo, Case study THE MARATHON FOR WATER by Leo Burnett Iberia Madrid

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Portugal
Agency Leo Burnett Iberia Madrid
Art Director Renato Lopes
Copywriter Erick Rosa, Fernando Duarte
Released December 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: LIDL & Cª
Product/Service: PROJECT VIVA
Date of First Appearance: Dec 6 2009 12:00AM
Client Services Director: Paula Lopes (Leo Burnett Lisboa)
Account Executive: Fernanda Manso (Leo Burnett Lisboa)
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
PR Director: Marta Guimarães (Leo Burnett Lisboa)
PR Agency: (Multicom)
Executive Creative Directors: Erick Rosa/Renato Lopes (Leo Burnett Lisboa)
Art Director: Renato Lopes (Leo Burnett Lisboa)
Copywriter: Erick Rosa (Leo Burnett Lisboa)
Production Director: Cristina Almeida (Leo Burnett Lisboa)
Graphic Producers: António Junior/Rui Caracol (Leo Burnett Lisboa)
AV Producer: Hugo Lage (Leo Burnett Lisboa)
Cameraman: Ricardo Costa (Mastershot)
Photos: Julio Alves/Inês Gomes (VIDA/Leo Burnett Lisboa)
Digital Producers: Rodrigo Barona/Mónica Rocha (Arc Worldwide Lisboa)
Sound Production Company: (Indigo Sound)
Voice Over: Albano Jeronimo
Media placement: Integrated - TV, Radio, Ambient, Web, PR, Event - 06/12/2009

Results and Effectiveness
A Marathon, a village leader from Africa and an empty bottle of water. This combination was the right alternative medium to present the problem in Guinea with relevance and impact. We had as a goal, the building of 5 artesian water wells to serve thousands in Guinea. But as a result of the Portuguese people's generosity and response to the campaign 15 wells are going to be built that will help thousands. And more importantly, shorten these distances and put and end to the marathons.

Creative Execution
We created a Project VIVA where we brought from Guinea, a village leader to participate in Lisbon's biggest Marathon. And by doing so, show the world her routine and the hardships of her daily marathons in Guinea. For the first time in 42 years, Maria Buinen left Guinea and on December 6th, she showed Portugal her routine. That same day, across all Portugal, a campaign to collect funds to build artesian water wells in Guinea started in over 200 Lidl supermarkets.

Insights, Strategy & the Idea
In Guinea-Bissau in Africa, women have to walk the equivalent of a marathon to reach the most basic things such as water. 42km, 195 metres. A routine that is not a sport with Olympic history, but one that is a means to live. Lidl, a German supermarket with over 200 stores in Portugal decided to do something to change this, and forever shorten these women's distances. Direct marketing was vital to stir debate, inform in greater detail and line-up support across the media and the country.