Imagine if Lego-style blocks were turned into a Braille alphabet that could help visually impaired children learn to read. For a group of kids in Brazil, such toys are a reality. The two-minute video below promotes “Braille Bricks,” a new project from the nonprofit Dorina Nowill Foundation for the Blind and agency Lew’LaraTBWA.
This interactive outdoor campaign by Lew’LaraTBWA is a real yawner—which is exactly what the Brazilian agency intended.
The shop set up a digital panel equipped with a motion sensor at São Paulo’s busy Fradique Coutinho subway station at morning rush hour. When commuters approached the sign, the face on the panel would yawn. Naturally, many of the commuters themselves also began yawning—yawning being notoriously contagious, after all—at which point the screen made a product pitch.
In case the sign wasn’t enough of a wake-up call, perky glamor gals arrive on the scene with some product samples. (Watch the clip to savor the big reveal.)
That last bit—the glamor gals—might strike some viewers as gratuitous, but otherwise this a prime example of what prankverising has been morphing into over the past few years.
Shocking stunts have by and large been replaced by a fusion of technology and street theater as brands create positive real-world experiences designed for subsequent media consumption. Of late, they’ve run the gamut from fun to moving to doggone adorable.
As long as such campaigns remain clever and inclusive, it will be along time before the public tires of this approach.
CREDITS
Client: Café Pelé
Agency: Lew’LaraTBWA, Brazil
Chief Creative Officer: Manir Fadel
Executive Chief Creative: Felipe Luchi
Copywriter: Lucas Veloso
Art directors: André Mezzomo, Digo Souto
The striped patterns on dresses, shirts, tunics and sweaters become prison bars—with small, sad faces peeking through—in this Brazilian campaign against child labor.
Lew’LaraTBWA created the print ads for the Abrinq Foundation, which is affiliated with Save the Children, in the style of high-fashion magazine spreads. Each one features a single line of copy, such as, “A dress shouldn’t cost a childhood.” Brazilian model Caroline Ribeiro appears in some of the ads, which were shot by top fashion photographers.
#Dress4Good is the hashtag, and the public is encouraged to post “positive fashion-foward images” on Instagram. According to the agency, the initiative is not intended as an attack on the fashion industry per se, but is designed to spread the message that “child labor crimes are closer to the consumer than they might think.”
The work is similar in theme and execution to “What’s Behind,” a recent public-service effort from Brazilian human-rights group Cepia (though Abrinq’s use of stripes—note how the kids’ fingers clutch at them in desperation—really drives the point home).
Ultimately, both campaigns do a fine job of encouraging consumers to dig beneath the surface and find out what’s really going on.
CREDITS
Agency: Lew’LaraTBWA
Client: Abrinq Foundation – Save the Children
Campaign Title:
CCO: Manir Fadel
Executive Chief Creative: Felipe Luchi
Copywriter: Gabriel Sotero
Art director: Rodolfo Fernandes
Art Buyer: Ale Sarilho, Sabino and Caio Lobo
Image treatment: Arms Image
Photographers: Jacques Dequeker, Jayro Goldflus, Henrique Gendre, Daniel Klajimic and Gil Inoue
PR: Bia Ribeiro
Client: Victor Alcântara da Graça, Yeda Mariana Rocha de M. Pereira e Denise Maria Cesario
Na minha opinião de merda (copyright MRG), qualquer programa atualmente que não seja transmitido em 16:9 merece ser ignorado. Até “Seinfeld” e “Friends” já são exibidos em widescreen e em glorioso HD.
De qualquer maneira, a Nissan vai aproveitar essa má vontade das emissoras para transformar as barras laterais pretas do nojento 4:3 em mídia.
A iniciativa vai usar as transmissões de shows do Multishow para anunciar a picape Frontier, que vai “guinchar” a imagem. Eu só não entendi como funciona na prática.
Quando a imagem for ampliada, o programa vai se transformar em HD (impossível para quem não dá mais dinheirinho pra NET/Vivo/Sky) ou simplesmente irão esticar (e estourar) a imagem? Estranho. Fantasma detected.
A criação é da Lew’Lara\TBWA.
Post originalmente publicado no Brainstorm #9
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