CRIMINAL by Ogilvy & Mather Lisbon for WWF

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CRIMINAL

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Portugal
Agency Ogilvy & Mather Lisbon
Director Joáo Marques
Executive Creative Director Joao Espirito Santo
Art Director Helder Ventura
Copywriter João Guimarães
Producer Paulo Carrapito, Antonio Maltez
Released March 2010

Credits & Description

Category: Best Use of Television
Advertiser: WWF
Product/Service: WATER FOOTPRINT
Agency: OGILVY PORTUGAL
Date of First Appearance: Mar 20 2010 12:00AM
Entrant Company: OGILVY PORTUGAL, Lisbon, PORTUGAL
Executive Creative Director: Joao Espirito Santo (Ogilvy & Mather)
Creative Supervisor: Andre Lacerda (Ogilvy & Mather)
Copywriter: Joao Guimaraes (Ogilvy & Mather)
Art Director: Helder Ventura (Ogilvy & Mather)
Account Director: Paulo Caixeiro (Ogilvy & Mather)
Account Executive: Mariana Coelho (Ogilvy & Mather)
Producer: Paulo Carrapito (Ogilvy & Mather)
Director: Joao Marques (Gorila Filmes)
Producer: Antonio Maltez (Gorila Filmes)
Sound Design: Victor Ningates (Ameba)
Media placement: Online Film - Fox Crime TV Channel - 20/03/2010

Results and Effectiveness
The Results The 2010 WWF Report puts Portugal in 6th place among 140 countries with the greatest water footprint per capita. The aim of this film is to improve this situation.

Creative Execution
The Solution "It’s a crime" to waste water. This concept led to a television spot that integrates with Fox Crime programming. We’ve recreated an environment of crime drama in which a man washes his bloodied hands in a bathroom sink. Conscientiously, after the washing, he comes back to turn the tap.

Insights, Strategy & the Idea
The Challenge The WWF asked for a TV ad to alert people about the need to save water.