ICE DIAMOND by Giusti, Lew'Lara\TBWA Sao Paulo for Sabesp

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ICE DIAMOND

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Brazil
Agency Giusti
Art Director Philippe Daijo
Copywriter Khlauss Feldhaus
Producer Rafael Paiva
Account Supervisor Diogo Mazza
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Mariana Sa
Photographer Paola Vianna
Released March 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: SABESP
Product/Service: WORD WATER DAY
Agency: LEW'LARA\TBWA
Agency: GIUSTI COMUNICAÇÃO
Chief Creative Officer: Jaques Lewkowicz (Lew'lara)
Creative Vice-President: Manir Fadel (Lew'lara)
Creative Director: Mariana Sá (Lew'lara)
Copywriter: Khlauss Feldhaus (Lew'lara)
Art Director: Philippe Daijo (Lew'lara)
Media Vice-President: Luiz Ritton (Lew'lara)
Photographer: Paola Vianna (Lew'lara)
Producer: Rafael Paiva
Account Director: Rafael Carminetti (Lew'lara)
Account Supervisor: Diogo Mazza (Lew'lara)
Account Manager: Rodrigo Vidigal (Lew'lara)
Media placement: TV - Globo, SBT, Record - 10 March 2012
Media placement: Internet - Globo.com; Adlatina, Dossier.net - 10 March 2012
Media placement: Social Media - Twitter, Facebook - 10 March 2012

Summary of the Campaign

Through a partnership between the São Paulo State Sewage Company (SABESP) and the non-profit SOS Mata Atlântica, we celebrate the World Water Day.

It is a great example of PR once we got to attractive a lot of people (15,000) and had a repercussion in several media as the most TV station in Brazil and mainly we got to make a strong impact on the population about the value of water.

The Situation
We used the World Water Day to alert the population regarding the value of water.

The Goal
The objective was to celebrate World Water Day. We wanted to make something in an unusual, yet creative way. This was in order to get the attention from the population.

The Strategy
As our strategy for the campaign, we decided to use the diamond (made of ice) to represent the value of the water.
In time this diamond would eventual melt and the water would be reused to irrigate the Metro Gardens.

Execution
We show the population something that has ended being forgotten: the value of water. Thus was born the giant ice diamond, which was exhibited for 3 days at the Butantã Subway Station, in the city of São Paulo.

Documented Results
News on more than 15 Brazilian media: 4 large television networks, the 5 largest internet portals of the country as well as radios, newspaper.

It is estimated that more than 150,000 people saw the diamond live at the metro station.