Awards » Wave Festival » Wave Festival, 2014

Wave Festival, 2014

Award Type: Advertising Awards

Rio de Janeiro, Brazil

Festival latino-americano de criatividade.


Agência do ano: AlmapBBDO

Wave Festival, 2014 Bronze winners


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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Brazil
Agency DDB Sao Paulo
Creative Director Rafael Bohrer
Art Director Fabricio Pretto, Gabriel Gama
Copywriter Mauricio Chemale, Sr. Art Director
Illustrator Miagi
Released October 2012


Wave Festival, 2014
Promo Uso de Mídia e/ou Estratégias Promocionais BRONZE

Credits & Description

Category: Charities
Advertising campaign: IMAGINARY TOYS
Account Director: Alessandra Volkweis (DDB Brasil)
Account Executive: Anne Adbom (DDB Brasil)
Content Production: Anna Martha Silveira (DDB Brasil)
Art Director: Fabricio Pretto (DDB Brasil)
Art Director: Gabriel Gama (DDB Brasil)
Advertiser: Joao Rocha (Fundacao Pao Dos Pobres)
Art Buyer: Mariene Braga (DDB Brasil)
CEO: Marcio Callage (DDB Brasil)
Copywriter: Mauricio Chemale (DDB Brasil)
Printing Production: Print Paper (Print Paper)
Account Executive: Silvia Baptista (DDB Brasil)
Media Director: Silvio Calissi (DDB Brasil)
Media Executive: Simone Gasperin (DDB Brasil)
Chief Creative Officer: Marco Bezerra (DDB Brasil)
Illustrator: Miagi (Miagi)
Copywriter: Art Director (DDB Brasil)
Content Production: Elisa Celia (DDB Brasil)
Art Buyer: Gisele Pereira (DDB Brasil)
Media Executive: Luciano Mallmann (DDB Brasil)
Creative Director: Rafael Bohrer (DDB Brasil)

In five days, all of the toys were sold at the point of sale. The brand obtained over 300,000 dollars in free media coverage and reached 2.3 million people. Almost twice the population of Porto Alegre. And in December alone, our donations increased 20%, enough to pay for 4,500 meals, 3,500 class hours or 2,500 textbooks.

We launched products bearing the Pao dos Pobres brand a week before Christmas, the year's biggest time for shopping. A special collection of toys illustrating one of our kids' big problems: many of them only have their imagination to play with. Everyday objects like paper and stones were turned into super toys.

Client Brief Or Objective
Pao dos Pobres is a century-old institution that cares and provides shelter for needy kids who live in extreme poverty and are at social risk in Southern Brazil. Pao dos Pobres survives on donations and needed something to mobilize people to donate.

The truth of the idea helped open people’s eyes. In the toys, they could see the difficulty of supporting 1,200 kids as they study, eat, grow and play. Thus, everyone identified with the Imagination Toys and decided to help, either through direct purchase of the products, or through the promotion provided by the opinion makers who were engaged and became disseminators of Pao dos Pobres.