Sos Atlantic Forest Foundation Promo SUPER-GOLDEN LION TAMARIN by F/Nazca Saatchi & Saatchi Sao Paulo, Saatchi & Saatchi Los Angeles

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Eduardo Lima
Art Director Joao Linneu, Bruno Oppido
Agency Saatchi & Saatchi Los Angeles
Creative Director Fabio Fernandes, Eduardo Lima
Art Director Joao Linneu, Bruno Oppido
Released July 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Date of First Appearance: Jul 20 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Entry URL:!/MicoDourado
Creative Directors: Fabio Fernandes/Eduardo Lima (F/Nazca Saatchi & Saatchi)
Art Directors: Bruno Oppido/João Linneu (F/Nazca Saatchi & Saatchi)
Copywriters: Romero Cavalcanti/Eduardo Lima (F/Nazca Saatchi & Saatchi)
Account Executive: Daniela Keller/Luana Gregório (F/Nazca Saatchi & Saatchi)
Planners: Fernand Alphen/Dorian Dack/Ricardo Pirani (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisors: Márcia Hirota/Ana Ligia Scachetti (F/Nazca Saatchi & Saatchi)
Media placement: Online - Twitter - 20 July 2010

Describe the objective of the promotion.
Every year, SOS Atlantic Forest Foundation promotes its Photography Competition. The awards, directed at amateur and professional photographers, aim at calling attention to the Atlantic Forest theme, as well as enlarging the foundation’s image bank.

Describe how the promotion developed from concept to implementation.
Protagonists of successful photographs and with so many photographers chasing after them, fame went up the animals’ heads. The campaign motto was: “Oh well, he/she has become a celebrity”. Through several vehicles, the animals invaded the universe of the famous: on YouTube, in the cinema and on TV; on Twitter ; on virtual ‘Fanimals Magazine’; on the radio; online banners, ads and posters completed the campaign.
The Super-Golden Tamarin's Twitter was the space created for the monkey to parody celebrities, post his prima donna declarations, make absurd demands (always with good humor) and promote the SOS Atlantic Forest photography contest.

Explain why the method of promotion was most relevant to the product or service.
A Super-Golden Lion Tamarin of acid personality created a promotional network for the competition through his Twitter, where he also could talked to photographers and celebrities, complained about the invasion of his privacy and made ironic remarks.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The characters and the campaign pieces were featured on several blogs, and the tamarin became the darling of professional photographers and the specialized media, who began to make free PR of the competition. The campaign generated thousands of submissions, both amateur and professional, and the jury of the competition had to create honorable mentions because of the large quantity of photos competing.