Akatu Institute For Conscious Consumption - "Fantastico 2"

lew'lara\TBWA

lew'lara\TBWA São Paulo, Brasil

7679

Marca: Akatu Institute For Conscious Consumption
País: Brasil

Anunciante: The Akatu Institute for Conscious Consumption

Título	Fantastico 2
Agencia	lew'lara\TBWA
Campaña	Exclusive Beach
Anunciante	The Akatu Institute for Conscious Consumption
Marca	Akatu Institute For Conscious Consumption
Posted	Noviembre 2010
Sector Empresarial	Medio ambiente y ecología
Sinopsis	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?
Filosofía	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.
Problema	To make people reflect on the impact of everything we buy.
Resultado	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.
Medio	Prensa y publicaciones
Más información	www.akatu.org.br/
Director creativo	Victor Sant'Anna
Director creativo	Felipe Luchi
Director creativo	André Laurentino
Director creativo	Jaques Lewkowicz
Miembro del equipo creativo	Pedro Rosa
Miembro del equipo creativo	Roberto Kilciauskas
Realizador	Daniel Soro
Realizador	Alexandre Chalabi
Productora	Piloto Filmes
Planificador de cuentas	Daniel de Tomazo
Planificador de cuentas	Paulo Vita
Planificador de cuentas	Tatiana Tsukamoto
Productor de la agencia	Katia Bontempo Leal
Productor de la agencia	Dani Toda
Productor de la agencia	Cristiane Leopacci
Responsable de cuentas de agencia	Luiz Lara
Responsable de cuentas de agencia	Marcio Oliveira
Responsable de cuentas de agencia	Ricardo Forli
Responsable de cuentas de agencia	Guilherme Bernardes
Director de publicidad	Helio Mattar
Media Team	Luiz Ritton
Media Team	Francis Bego