La Fabril Direkt, Fallmethode Protective Bucket [video] Grey Sao Paulo

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Protective Bucket [video]

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Waschmittel
Medien Direkt, Fallmethode
Markt Brasilien
Agentur Grey Sao Paulo
Executive Creative Director Adriano Matos
Creative Director Marcelo Bruzzesi
Art Director Mihail Aleksandrov
Copywriter Rafael Gonzaga
Produktionsagentur Dogs Can Fly
Director Manimou
Veröffentlicht März 2016

Belohnungen

Cannes Lions 2016
Direct Use of Direct Marketing: Use of Ambient Media: Small Scale Bronze Lion

Kredite und Beschreibung

Agency: Grey Brazil
Brand: La Fabril
Country: Brazil
Advertising Agency: Grey Brazil, São Paulo
Entrant Company: Grey Brazil, São Paulo
Media Agency: Grey Brazil, São Paulo
Pr Agency: Maruri Grey, Guayaquil
Production Company: Maruri Grey, Guayaquil
Executive Creative Director: Adriano Matos (Grey Brasil)
Chief Creative Officer: Eduardo Maruri (Maruri Grey)
Media Director: Felipe Santos (Grey Brasil)
Account Team: Marcelo Hipolito, Amanda Arcaro (Dogs Can Fly)
Copywriter: Rafael Gonzaga (Grey Brasil)
Chief Creative Officer: Rodrigo Jatene (Grey Brasil)
Production Assistant: Taty Falco (Dogs Can Fly)
Chief Operating Officer: Carlos Haz (Maruri Grey)
Chief Executive Officer: Eduardo Maruri (Maruri Grey)
Director: Manimou (Dogs Can Fly)
Chief Operating Officer: Marcia Esteves (Grey Brasil)
Audio Producer: Serginho Rezende, Ordep Lemos (Comando S)
Project Manager: Andrés Maruri (Maruri Grey)
Account Team: Elisa Vitale, Elis Pedroso (Comando S)
Art Director: Mihail Aleksandrov (Grey Brasil)
Media Director: Carlos Váscones (Maruri Grey)
Planner: Fausto Maruri (Maruri Grey)
Chief Executive Officer: Sergio Prandini (Grey Brasil)
Online Editor: Felipe Bartorilla, Dogs Can Fly (Dogs Can Fly)
Creative Director: Marcelo Bruzzesi (Grey Brasil)
Rtvc: Nicole Godoy, Mariana Mendes, Natacha Veiga, Ian Inglez, Felipe Bartorilla (Grey Brasil)
Planner: Raquel Messias (Grey Brasil)
Post Production: Anderson Coutinho (Dogs Can Fly)
Production Manager: André Mortara (Dogs Can Fly)
Agency Producer: Daniela Ubilla (Maruri Grey)
Director Of Photography: Pedro Loes (Dogs Can Fly)
Account Executive: Andrés Maruri, Valeria Alarcon (Maruri Grey)
Project Manager: Nathália Beividas (Grey Brasil)
Agency Producer: Robinson Silva, George Cruz (Grey Brasil)
Voiceover: Javier Gamboa, Jason Bermingham (Comando S)
Executive Producer: Mônica Siqueira, João Luz (Dogs Can Fly)
Synopsis:
Latin America is going through one of its worst epidemics in history, caused by the animal that kills the most people in the world: the mosquito. The outbreak of Zika virus and the chikungunya fever coupled with the constant threats of dengue and malaria continue to kill thousands of people in the region. And those who suffer most from mosquito borne diseases are usually the ones who live in the poorest regions of Latin America, places where repellent, used to ward off mosquitoes and their diseases, is too expensive an item to become a part of the everyday culture of the population. But it was exactly in the local culture that we found an effective and financially viable solution to help protect them. We found that this aid could just come from the laundry room, a place where Fabric Softener Perla Soft knows better than anyone.
Campaign Description:
Regardless of social class, every laundry room in Latin America uses the same tool: the bucket. On the other hand, repellents are usually too expensive and are not usually found in houses of the poor. What if we could harness this essential item to not only protect the clothing, but also people's lives?So we developed the Protective Bucket, a special bucket with a compound made of Perla Soft fabric softener and Permethrin, a repellent that adheres to the clothing's fibers and kills all mosquitoes that approach it. Whenever an outfit is put to soak in the Protective Bucket, it automatically turns into a weapon in the fight against the Zika virus.
Strategy:
In Latin America the bucket is a mandatory item in laundry rooms, however, repellent is too expensive a product, so it is not in the homes of the poorest people, who are exactly those living in areas most affected by mosquitoes due to a lack of infrastructure. So two premises guided the strategy's creation: how can a fabric softener brand do something relevant to combat this epidemic? And, mainly, how can this be done in a way that is both familiar and simple to use for the everyday public? So the brand that has been protecting the Ecuadorians clothes for years, now also helps protect their lives. The Protective Bucket is like any other bucket, but in addition to leaving clothes soft and fragrant, it also has the power to transform clothing into real lethal weapons against disease-transmitting mosquitoes.
Execution:
Our design team created a special bucket with a suitable bottom to house a compound made of fabric softener PerlaSoft and Permethrin, a repellent able to adhere to the fibers of the fabric killing all mosquitoes approaching it. Permethrin on clothing has no smell and is harmless to humans, so it is used in US Army uniforms. The Protective Bucket is designed to avoid direct contact with the compound, with a removable cylindrical exchange cartridge. The openings throughout the plastic part let water circulate, dissolving the compound and gradually creating a whirlpool that seeps into the clothing. The protective compound was developed from a soluble base with particles of fabric softener and Permethrin in capsules, which are automatically released upon contact with water.
Outcome:
To launch the project, we developed an initial batch through 3D printing of more than 100 units, which were then distributed to the needy living in regions most affected by the epidemic. Each bucket can be used at least 50 times and the clothes remain protected for up to 40 days, or 7 washes.This means that more than 50,000 pieces of clothing are potentially helping to kill the disease-transmitting mosquitoes. And the strategy worked: a new batch of 50,000 units is already in production. Protective Bucket: an idea that transformed a simple object that is part of the local culture into a tool that saves lives.