| Titel | It never goes unnoticed |
| Agentur |
Leo Burnett Publicidade, lda.
|
| Kampagne |
It never goes unnoticed
|
| Werbende |
Associação Mais Proximidade
|
| Marke |
AMP
|
| Posted | Mai 2022 |
| Geschäftsbereich | Gemeinnützige Organisationen
|
| Slogan | The Associação Mais Proximidade (AMP) wants to show that 0,5% of people’s tax return does not go unnoticed to those who need it. |
| Story | For millions of people who fill out the tax return every year, donating 0,5% is not a big deal. Therefore, we chose 3 beneficiaries of the Association as the protagonists of this new campaign to show that for hundreds of elderly people in isolation this amount can make a big difference in their life’s. A campaign that aims to subvert people’s perceptions by literally removing 0,5% from all their pieces – in print formats we remove this value from the color of the printing, while in digital formats we get it from the brightness of the piece. A simple, funny, and ironic way that makes them look and think twice about this issue that goes unnoticed. This action begins with a series of posters signed by the agency Leo Burnett Lisbon, with photography by Daryan Dornelles. This campaign signals Associação Mais Proximidade main purpose, fight loneliness and isolation of hundreds of elderly people so that they can have a more lived life, which is only possible with the help of everyone and 0,5% of their tax return. A work so valuable and valued, that does not go unnoticed by the beneficiaries of the institution. |
| Philosophie | The Associação Mais Proximidade (AMP) wants to show that 0,5% of people’s tax return does not go unnoticed to those who need it. The Association invites people to look at the importance of donating their tax return has. |
| Problem | For millions of people who fill out the tax return every year, donating 0,5% is not a big deal. Therefore, we chose 3 beneficiaries of the Association as the protagonists of this new campaign to show that for hundreds of elderly people in isolation this amount can make a big difference in their life’s. A campaign that aims to subvert people’s perceptions by literally removing 0,5% from all their pieces – in print formats we remove this value from the color of the printing, while in digital formats we get it from the brightness of the piece. A simple, funny, and ironic way that makes them look and think twice about this issue that goes unnoticed. |
| Ergebnis | This action begins with a series of posters signed by the agency Leo Burnett Lisbon, with photography by Daryan Dornelles. This campaign signals Associação Mais Proximidade main purpose, fight loneliness and isolation of hundreds of elderly people so that they can have a more lived life, which is only possible with the help of everyone and 0,5% of their tax return. A work so valuable and valued, that does not go unnoticed by the beneficiaries of the institution. |
| Medientyp |
Presse & Publikationen
|
| Markt | Portugal |
| Executive Creative Director |
Steve Colmar
|
| Creative Director |
Lucas Yu
|
| Etatdirektor |
Rudolfo Gonsalves
|
| Texter |
Freddie Brando
|
| Texter |
Maria Branco
|
| Art Director |
Gil Santos
|
| Produktionsleitung |
Cristina Almeida
|
| Fotograf |
Daryan Dornelles
|
| Etatdirektor |
Rudolfo Gonsalves
|
| Art Director |
Gil Santos
|
