GIANT WADS OF MONEY by Artplan Sao Paulo, Mohallem Meirelles for O Estadao De Sao Paulo

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GIANT WADS OF MONEY

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Industry Newspapers
Media Promo & PR
Market Brazil
Agency Artplan Sao Paulo
Agency Mohallem Meirelles
Creative Director Eugenio Mohallem, Marcelo Aragão
Art Director Marcus Kawamura
Copywriter Julio Cesar D'alfonso
Typographer Bruno Werner
Released January 2010

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Advertiser: O ESTADO DE S. PAULO
Product/Service: ECONOMY SUPPLEMENT
Agency: MOHALLEM/ARTPLAN
Date of First Appearance: Jan 31 2010 12:00AM
Entrant Company: MOHALLEM/ARTPLAN, São Paulo, BRAZIL
Entry URL: http://mohallemartplan.com.br/awards/banknotes
Creative Director: Eugênio Mohallem (Mohallem / Artplan)
Head of Art: Marcus Kawamura (Mohallem / Artplan)
Art Director: Marcus Kawamura (Mohallem / Artplan)
Copywriter: Julio D'Alfonso (Mohallem / Artplan)
Typographer: Bruno Werner (Mohallem / Artplan)
Art Buyer: Vivian Tomaz (Mohallem / Artplan)
Account Director: Ana Paula Sanchez (Mohallem / Artplan)
Account Executive: Manoela Bon (Mohallem / Artplan)
Media placement: Newspaper - O Estado De S. Paulo - 31/01/2010

Describe the objective of the promotion.
Economia & Negocios is the business and economy supplement of one of the most important newspapers in Brazil. After making changes in its graphic and editorial project, the client asked us to advertise it to the targeted audience.

Describe how the promotion developed from concept to implementation
We came up with the idea that changes made in Economia & Negocios were so significant that the newspaper proved to be invaluable. So we transformed the supplement into giant wads of cash and distributed them at crowded sites in Sao Paulo city.

Describe the success of the promotion with both client and consumer including some quantifiable results
The big bank notes were a major hit on Sao Paulo streets. Over 40,000 samples were distributed, but the promotion caught the attention of a much higher audience of passers-by in the chosen sites. Economia & Negocios enjoyed a successful launch and people proved once again their love for money.

Explain why the method of promotion was most relevant to the product or service
We created an instant connection between the supplement and its general subject. When people thought of which newspaper was more prepared to inform them about finance, Economia & Negocios should be first at the top of their minds.