Salvation Army Promo Salvation Army: SR. AMOR by J. Walter Thompson Buenos Aires

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Salvation Army: SR. AMOR

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Argentina
Agency J. Walter Thompson Buenos Aires
Director Kika Tarelli
Executive Creative Director Pablo Alvarez Travieso, Gonzalo Vecino
Creative Director Ariel Abadi, Joaquín Ares
Art Director Sebastián Visco, Ezequiel Orlandi
Copywriter Damián Isaak
Designer Milagros Alberdi
Account Supervisor Marcos Rico, Ines De Azkue
Released June 2010


Cannes Lions 2011
Media Lions Charities, Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser/Client: SALVATION ARMY
Product/Service: SALVATION ARMY
Entrant Company: JWT ARGENTINA Buenos Aires, ARGENTINA
Advertising Agency: JWT ARGENTINA Buenos Aires, ARGENTINA
Executive Creative Director: Pablo Alvarez Travieso Gonzalo Vecino
Creative Director: Ariel Abadi
Copywriter: Damián Isaak
Art Director: Ezequiel Orlandi
Director: Kika Tarelli
Designer: Milagros Alberdi
Account Supervisor: Ines De Azkue
Account Manager: Marcos Rico
Results and Effectiveness:
The results of Sr. Amor are astounding:
The Salvation Army marked a new record raising its sales 30%. Donations grew 87%, which forced them to rethink their recollection logistics, double the amount of trucks to pick up the donations and modify the system of their call center to absorb the highly increased amount of calls. And the most important thing, 70% of the audience is younger.
With the creation of a sub brand, we created a new media that allowed the Salvation Army to reach the people they´d never been able to reach before: the youth.
Creative Execution:
We created a new media to reach the youth: Sr. Amor, a sub-brand of the Salvation Army that works with different cultural expressions.
Fashion: with the donated garments, prestigious designers created the Collection of Sr. Amor.
Fashion photographers shot the entire production in a Catalogue and an invitation to the event: the presentation to Sr. Amor´s Fashion Show, attended by thousands of youths, with press coverage.
Fashion TV broadcasted a documentary to all Latin America. Bafweek, invited Sr. Amor to take part of the event. The University of Buenos Aires and the UADE included a Sr. Amor Workshop as part of their career of Fashion Design.
Design: industrial designers created objects with the donated articles, new design pieces to commercialize at art museums.
Music: the biggest local musicians are creating their own covers of the old songs found in the records sold at the stores of the Salvation Army.
Insights, Strategy and the Idea:
The Salvation Army, whose solidarity works are mainly funded by the sale at their stores of the donations they receive, was virtually unknown by most of its potential donors: the youth. Lacking the budget for a traditional campaign, other communication alternatives needed to be explored to reach the younger target and make the Salvation Army and its activities known. There was a huge cultural gap between the youth and the Salvation Army, our challenge was to find common points of interest between both worlds to create and establish a durable bond.