GRAACC: Donate Your Fame by Ogilvy Sao Paulo for Graacc

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GRAACC: Donate Your Fame

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Industry Charities, Foundations, Volunteers
Media Film, Digital, Interactive & Mobile
Market Brazil
Agency Ogilvy Sao Paulo
Released September 2012

Awards

One Show 2013
One Show Interactive Interactive Advertising / Public Service/Non-Profit Bronze

Credits & Description

What if you could have Lady Gaga’s followers for just one day and for a good cause?
GRAACC is a hospital that offers free treatment for children with cancer. To promote them good work and raise donations, on the National Childhood Cancer Day, 10 celebrities answered GRAACC’s requests and donated their Twitter profiles and followers to the cause. Each kid took over 1 celebrity profile to tweet about their day to day routine and battle with cancer, raising GRAACC’s profile and the need for donations to help fight the disease. 10 of the most followed Brazilian celebrities on Twitter donated their profiles to the cause: football players Kaká, Neymar and Ronaldo; MMA fighter Anderson Silva among international celebrities like Myke Tyson and David Coperfield joined the cause. GRAACC’s kids’ tweets impacted 24 million users – a number equivalent to Lady Gaga, the most followed Twitter profile. .
Creative Director Marcos Ribeiro
Copywriter Nicolas Vendramini / Flávio Tamashiro / Claudia Pimenta
Art Director Fernando Passos / Igor Balero / Bernardo Correa / João Lovise
Producer Cecilia Taioli
Account Director Denise Caruso
Account Supervisor Ana Mahfuz
Account assistant Thaiane Garcia
Advertiser's Supervisor Tammy Allerdorfer
Planner Camila Zupo / Eduardo Cabral
Photographer Thomas Susemihl
Media supervisor Fernanda Tavolaro
Media assistant Fabiana Guidi
Project manager Samir Nogueira / Bruna Brito / Farley Millano / Eliane Parvati / Beatriz Durlo
IT supervisor Juscelino Vieira
Motion director Daniel Uchoa
Motion Supervisor Rubens Angelo
Motion designers Paolo Diego / Marcelo Brandão
Digital Operations Director José Tinoco
Front-end developer Felipe Rodrigues / Rafael Lira
Back-end developer Bruno Veras
QA Guilherme Freire