Graacc Promo I'M A KID FAN by Ponto | Integer Sao Paulo

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Brazil
Agency Ponto | Integer Sao Paulo
Creative Director Caroline Freire Cristiano Canguçu, Ana Paula Dugaich Marques
Art Director Cleber Rodrigo
Copywriter Margit Junginger E Alexis Leiria
Released March 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: GRAACC
Product/Service: CHARITY
Date of First Appearance: Mar 30 2010 12:00AM
Entrant Company: PONTO DE CRIAÇÃO, São Paulo, BRAZIL
Creative Director: Ana Paula Marques (Ponto de Criação)
Creative Director: Cristiano Canguçu (Ponto de Criação)
Copywriter: Margit Junginger (Ponto de Criação)
Art Director: Cleber Rodrigo (Ponto de Criação)
Account Vice President: Cristiano Corrêa (Ponto de Criação)
Account Director: Ana Foryan (Ponto de Criação)
Account Assistant: Patrícia Santos (Ponto de Criação)
Planning Director: Juliana Nappo (Ponto de Criação)
Media Director: Lusia Nicolino (Ponto de Criação)
Graphic Producer: Richard Denami (Ponto de Criação)
Project Manager: Francine Novo (Ponto de Criação)
Executive Producer: Rafael Marques (Ponto de Criação)
Marketing Manager: Shysleine Rita Tomasi Rocha (GRAACC)
Media placement: Indoor decoration - Hospital - 30.03.2010
Media placement: Clothing Line - Hospital - 30.03.2010
Media placement: Packaging - Hospital - 30.03.2010

Describe the objective of the promotion.
GRAACC, one of the most respected institutions for youth cancer treatment, wanted a brand to license products as an alternative means of fundraising.

Describe how the promotion developed from concept to implementation
The name of the brand had been created. It lacked a visual identity that would be versatile, easily understood and happy to win over consumers.

Describe the success of the promotion with both client and consumer including some quantifiable results
Several celebrities joined the cause and Croc was the first to license products.

Explain why the method of promotion was most relevant to the product or service
The “ok” sign was adopted using the institution’s colour palette. The brand conveyed a positive attitude and can be utilised as a pattern or in isolation, “embracing” other objects.