MERCADEO Versión en español
The Community presents its campaign Donate your Shadow for Converse Brazil
Manuela Walfenzao| 10 de junio de 2015
Las personas donaron sus sombras para colorear San Pablo
In 2006 the government of Sao Paulo approved a law to clean the city. The legislation took away from the streets ads and urban art that had been until then, iconic in that city. After this process, the city became a totally gray place. Converse, an urban Brand that believes that being part of people´s lives also implies being part of their struggles, appealed to the agency The Community to make a campaign that gave the city its colors back. In the gray sea of Sao Paulo, the agency discovered that people´s shadows were the only space that didn´t belong to the state. That is why they toured around the streets with the best urban artists in Brazil and in a downtown square they asked people to donate their shadow. Each artista turned the shadow into a unique piece of art. The initiative had more than 30,000 visits in a month, more than 120,000 likes in Instagram, a scope of 2.3 million in Twitter and a 20% increase in the brand´s followers.The idea will compete in Cannes Lions 2015. The team that carried it out is made up by: Joaquín Mollá and José Mollá, CCOs; Ricky Vior, Executive Creative Director; Marcelo Padoca, Senior writer; Fernando Reis and Sergio Skarek, Art Directors; Laurie Malaga, Integral Production VP; Julio Rangel, Senior Producer and Ozzy Uzcategui, Senior Accounts Executive. Kapa Films was the producing company in charge. Did you like this piece? Share your opinion with #PalpitandoCANNES and follow us on PRODUPublicidad
