SOS Fauna Promo, Case study STUCK IN THE ELEVATOR by Media Contacts

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Brazil
Agency Media Contacts
Director João Papa
Creative Director Luis Renato Constantino
Art Director Neto Nogawa
Creative Felipe Cirino Almapbbdo
Producer Ana Luiza Rodrigues
Released April 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SOS FAUNA
Date of First Appearance: Apr 12 2011
Entrant Company: MEDIA CONTACTS, Sao Paulo, BRAZIL
Entry URL:
Acount Director: André Félix (Media Contacts)
Acount: Lucas Polato (Media Contacts)
Creative Director: Luis Renato Constantino (Media Contacts)
Creative: Felipe Cirino (Media Contacts)
Art Director: Neto Nogawa (Media Contacts)
Planner: Andre Furtado (Media Contacts)
Project: Rubens Ermel (Media Contacts)
Developer: Jeferson Rodrigues (Media Contacts)
Fulano Filmes: (Fulano Filmes)
Director: João Papa (Fulano Filmes)
Producer: Ana Rodrigues (Fulano Fimes)
Photografer: André Dip (Fulano Filmes)
Film Edit: Flávio Eidi (Fulano Filmes)
Sound Producer: (Cabaret)
Support: (Mundo Produções)
Media placement: Internet - Youtube - 12th April/2011
Media placement: Non Media - Elevator - 05th April/2011
Media placement: Flyer - Building - 05th April/2011

Insights, Strategy & the Idea
SOS Fauna is a NGO fighting against wild animal trafficking in Brazil for more than 20 years – an illegal trade that drives billions of dollars. The major difficulty of the institution is to educate people not to buy or breed these animals. The main idea was to show in a non-expected way the cruelty that these animals are under, ever since they are taken away from their natural habitat, living as prisoners for years. The creative insight was to make some humans feels exactly the same as the captured animals. To achieve this, we used elevators in commercial buildings. People would come down normally and suddenly the elevator stopped, frightening and getting everyone stuck. A few seconds later the elevator went back to normal. When still exited, people received a flyer with a consciousness message: “It’s scary to be caged for a few seconds. Imagine for a lifetime."

Creative Execution
We created a video based on people reactions while being trapped inside the elevators, to encourage everyone to think about how bad is to be caged and to report animal abuse. The video was initially spread out only through social networks and it became the most commented and the top rated video on You Tube Brazil at the campaign’s first week.

Results and Effectiveness
- Hundreds of people were impacted at the elevators. - The video showing people reacting spread out through the internet, reaching the following results: - The number of volunteers’ submissions through the website rose 520% during the campaign. - In the first week, the NGO website received over 35,000 unique visitors, more than twice they do in an entire year. - CNN, Warner Channel, VH1, Sony among other major - TV Networks websites spontaneously promoted the campaign spot. -The Elevator film was the most tweeted video worldwide during the campaign’s first week, under the Nonprofits & Activism category.