SACHETS by Lew'Lara\TBWA Sao Paulo for Sabesp

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SACHETS

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Industry Public awareness, Environmental & Animal Issues
Media Promo & PR, Case study
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Executive Creative Director André Laurentino
Art Director Ricardo Gurgel
Released December 2010

Credits & Description

Category: Best Use of Print
Advertiser: SABESP
Product/Service: WATER CONSUMPTION AWARENESS
Agency: LEW'LARA\TBWA
Date of First Appearance: Dec 21 2010
Entrant Company: LEW'LARA\TBWA, São Paulo, BRAZIL
Chief Creative Officer: Jaques Lewkowicz (Lew´Lara / TBWA)
Executive Creative Director: André Laurentino (Lew´Lara / TBWA)
Executive Creative Vice President: Manir Fadel (Lew´Lara / TBWA)
Executive Creative Vice President: Luciano Lincoln (Lew´Lara / TBWA)
Art Director: Ricardo Gurgel (Lew´Lara / TBWA)
Writer: Leonardo Marçal (Lew´Lara / TBWA)
Account Director: Gilson Freitas (Lew´Lara / TBWA)
Account Manager: Pedro Mesquita (Lew´Lara / TBWA)
Media Director: Fabio Walker (Lew´Lara / TBWA)
Media Vice President: Luiz Ritton (Lew´Lara / TBWA)
Media Manager: Clenir Araujo (Lew´Lara / TBWA)
Media Assistant: Frederico Lopes (Lew´Lara / TBWA)
Graphic Producer: Marcos Pedra (Lew´Lara / TBWA)
Marketing: Adriano Stringhini (Sabesp)
Marketing: Fabio Toreta (Sabesp)
Media placement: Insert - Destak - 21, December, 2010

Insights, Strategy & the Idea
With the arrival of summer, the water consumption and waste, increase along with temperature.
And as a result, water levels of rivers and dams fall dramatically.
Therefore, every year Sabesp, the company that provides water for the entire state of Sao Paulo, in Brazil, creates awareness campaigns of water use at this time of year.

Creative Execution
In 2010 was no different, but instead of creating a normal awareness ad, we created an ad that saves water already in practice. A different and interactive way of making consumers rethink their relationship with water.
The idea was to print the ad on pouches of alcohol-humidified tissue paper, so our consumers could save the water that would be used to wash their hands.
Then we used the first day of summer to distribute it on the streets of São Paulo.

The result was a high-impact action among consumers, which made them save, voluntarily, more than 2,250,000 liters of water in one day.

Results and Effectiveness
The result was a high-impact action among consumers, which made them save, voluntarily, more than 2,250,000 liters of water in one day.