CASA DO MENOR by McCann Milan for Casa Do Menor

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CASA DO MENOR

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Industry Against violence
Media Promo & PR
Market Italy
Agency McCann Milan
Executive Creative Director Marco Cremona
Art Director Federico Fanti - Marco Zilioli
Copywriter Valerio Delle Foglie - Sergio Esposito
Released January 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: CASA DO MENOR
Product/Service: VICTIMS OF SEXUAL ABUSE
Agency: McCANN ERICKSON ITALIA
Date of First Appearance: Jan 20 2010 12:00AM
Entrant Company: McCANN ERICKSON ITALIA, Milan, ITALY
Executive Creative Director: Marco Cremona (McCann Erickson Italy)
Direttore Creativo: Gaetano Del Pizzo (McCann Erickson Italy)
Art Director: Federico Fanti - Marco Zilioli (McCann Erickson Italy)
Copywriter: Valerio Delle Foglie (McCann Erickson Italy)
TV Producer: Antonella Carpigo (McCann Erickson Italy)
Media placement: Print - Zero - 30 October 2009
Media placement: Post Card - Pub/Bar - 20 January 2010
Media placement: Ambient - Teaser - 20 January 2010
Media placement: Internet - Internet - 20 January 2010

Describe the objective of the promotion.
Casa Do Menor is a charity which helps ill-treated and sexually abused children in Brazil. It provides hospital medical assistance and school education but above all gives them a home. The objectives of the campaign were to make the association widely known, to alert people to this problem and invite them to make a donation.

Describe how the promotion developed from concept to implementation
For print, we shot the little girl and then created all the filthy hands in 3D. We started from there and all other applications came natural as we discovered the fertility of the concept. The Internet development was a physiological extension of the print. The postcard’s strength was that one had to physically use a coin in order to succeed in freeing the kid from the oppressing hands. Finally, the hands spread through town have probably been the best way to attract curiosity, surprise the target and gather donations.

Describe the success of the promotion with both client and consumer including some quantifiable results
Not even one week after the website was launched, 75 children were helped and the there was a 53% increase of viewers on the Casa Do Menor website.

Explain why the method of promotion was most relevant to the product or service
For print we visualised a child completely covered by hands. The hands represent the abuser. For internet we have adapted the print campaign on the Home Page of www.casadomenor.it By passing the mouse over the young girl, it is possible to strip her of all the hands and make a donation on line. For ambient, we placed hundreds of hands in the most crowded city places in order to create awareness about the minors abuse problem. We also created a postcard where, using a coin, one can erase all the filthy hands from the kid.