THERMIC SHIRT by Ponto | Integer Sao Paulo for Graacc

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THERMIC SHIRT

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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 Keila Akemi
Copywriter Margit Junginger E Alexis Leiria
Producer Rafael Marques
Released March 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: GRAACC
Product/Service: CHARITY
Agency: PONTO DE CRIAÇÃO
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)
Creative Director: Margit Junginger (Ponto de Criação)
Copywriter: Margit Junginger (Ponto de Criação)
Art Director: Keila Akemi (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)
Planner Director: Juliana Nappo (Ponto de Criação)
Media Director: Lusia Nicolino (Ponto de Criação)
Project Manager: Francine Novo (Ponto de Criação)
Producer: Rafael Marques (Ponto de Criação)
Marketing Manager: Shysleine Rita Tomasi Rocha (GRAACC)
Media placement: Ambient - Streets - 30.03.2010

Describe the objective of the promotion.
GRAACC is one of the most respected centres for youth cancer in Brazil. Every year, the organisation sponsors a Race for Life.

Describe how the promotion developed from concept to implementation
In order to promote the race, Carlos Dias, an ultra marathon runner, ran for 12 hours non-stop using a special shirt.

Describe the success of the promotion with both client and consumer including some quantifiable results
In 5 days, the shirt sold out and the race commemorated record registration numbers: 2000 people.

Explain why the method of promotion was most relevant to the product or service
Made of a thermo-active fabric, which changes color with body heat, the shirt had the words “youth cancer” written on the back. As Carlos ran, the words disappeared.