Akatu Institute For Conscious Consumption - "Hotel 5"

lew'lara\TBWA

lew'lara\TBWA São Paulo, Brazil

7028

Бренд: Akatu Institute For Conscious Consumption
Страна: Brazil

Рекламодатель: The Akatu Institute for Conscious Consumption

Заголовок	Hotel 5
Агентство	lew'lara\TBWA
Кампания	Exclusive Beach
Рекламодатель	The Akatu Institute for Conscious Consumption
Бренд	Akatu Institute For Conscious Consumption
Posted	Ноябрь 2010
Бизнес сектор	Окружающая среда и вопросы экологии
История	The idea: to exagerate the impact of a purchase. To offer a residencial block of flats built literally on the beach sand at a popular beach destination, in Sao Paulo. Instead of having a beach view, buyers would live ON the beach itself. This would pose a question: what if you had to make the beach disapper so people could live on the beach?
философия	On a crowded Sunday, we built a sales stand on site, with a 3D model of the building, banners, sales folders, salespeople, flyers, folders, hats... Everything a glamorous building launch has to have. We even had an airplane fly over the beach with the message: "No more crowded beach. Visit our sales stand: Exclusive Beach". We also printed ads on newspapers and had a website to register potential buyers opinions. We made people believe it was for real. And their reaction was everything we needed. Lew'Lara\TBWA and Akatu presented the material to Rede Globo, Brazil's largest TV channel. Rede Globo simply embraced the idea. What started as a single building on a Sao Paulo beach sand, became 4 other buildings througout the country. A block flats built on the Sugar Loaf mountain, in Rio. A building on a private island built on the most famous lake in Brasilia, the capital city where political desions are made. All regions of Brazil were exposed to the experiment. It was a complete survey of how Brazilians would react to this kind of impact on nature and social environment.
Проблема	To make people reflect on the impact of everything we buy.
Результат	The result was that it was the opening story on Fantástico, Brazil's main TV Show for over 30 years. On Sunday night. Prime time TV, reaching over 53 million people. On that night, Fantástico beat football reach on TV. We had authorites commenting on the issue, the official Lawerys representative, the agency's creative director and the president of Akatu giving his own view on the subject, on national television. The story was then on the internet, with opinion posts, Twitter, Orkut and Facebook conversations. So that on the next Sunday, TV Globo will air the second half of the story, with reactions of people from Rio and Brasilia. We're making Brazilians think about the impact of things we buy, and realise that our individual decisions can stop or incentive impact on nature.
Тип медиа	Печать
Больше информации	www.akatu.org.br/
Креативный директор	Victor Sant'Anna
Креативный директор	Felipe Luchi
Креативный директор	André Laurentino
Креативный директор	Jaques Lewkowicz
Креативная команда	Pedro Rosa
Креативная команда	Roberto Kilciauskas
Директор	Daniel Soro
Директор	Alexandre Chalabi
Продакшн Студия	Piloto Filmes
Планировщик счета	Daniel de Tomazo
Планировщик счета	Paulo Vita
Планировщик счета	Tatiana Tsukamoto
Продюсер агентства	Katia Bontempo Leal
Продюсер агентства	Dani Toda
Продюсер агентства	Cristiane Leopacci
Специалист по работе с заказчиками	Luiz Lara
Специалист по работе с заказчиками	Marcio Oliveira
Специалист по работе с заказчиками	Ricardo Forli
Специалист по работе с заказчиками	Guilherme Bernardes
Менеджер по рекламе	Helio Mattar
Media Team	Luiz Ritton
Media Team	Francis Bego