IDEABASIS
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Agency:  Sancho BBDO Bogotá, ColombiaCreative    Director: Hugo  Corredor, Giovanni MartinezSenior Art     Director: Andres MarantaSenior Copywriter: Juan GomezRetoucher: Andres MarantaPhotogrpaher: Luiz MorettiProduction Company: Ochurus!
PERCEIVED CREATIVE BRIEF
Advertising Strategy
 Cognitive: Adoption has an equally positive reaction on child and parent.
 Affective: Compassion, happiness, responsible. And a little bit of selfishness. I have no reservations about adopting a child and want to do it, not only for the child, but also for me.
 Conative: Visit the web address and learn more about adopting.
PositioningIt’s okay to do altruistic things selfishly. In fact, you’d be surprised just how good you’ll feel about yourself while doing them. And if that’s why you do these things, it’s still okay because those who are affected by your actions will be grateful all the same. That’s what these ads will do. They focus the viewers attention to the emotional response adopters experience from the child’s response and stimulate their innate need for self happiness. Ads remind viewers that adoption is not only obviously rewarding for the child, but equally rewarding for the parent.
Consumer PromiseAdoption is as rewarding for the parent as it is for the child.
ADDITIONAL EXECUTION
 Visual: A child and parent hugging. Both of whom are completely covered from head to toe with ribbons and bows. The only parts exposed are the arms to illustrate the hug.

Agency:  Sancho BBDO Bogotá, Colombia
Creative Director: Hugo Corredor, Giovanni Martinez
Senior Art Director: Andres Maranta
Senior Copywriter:
Juan Gomez
Retoucher: Andres Maranta
Photogrpaher: Luiz Moretti
Production Company: Ochurus!

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: Adoption has an equally positive reaction on child and parent.
  2. Affective: Compassion, happiness, responsible. And a little bit of selfishness. I have no reservations about adopting a child and want to do it, not only for the child, but also for me.
  3. Conative: Visit the web address and learn more about adopting.

Positioning
It’s okay to do altruistic things selfishly. In fact, you’d be surprised just how good you’ll feel about yourself while doing them. And if that’s why you do these things, it’s still okay because those who are affected by your actions will be grateful all the same. That’s what these ads will do. They focus the viewers attention to the emotional response adopters experience from the child’s response and stimulate their innate need for self happiness. Ads remind viewers that adoption is not only obviously rewarding for the child, but equally rewarding for the parent.

Consumer Promise
Adoption is as rewarding for the parent as it is for the child.

ADDITIONAL EXECUTION

  1. Visual: A child and parent hugging. Both of whom are completely covered from head to toe with ribbons and bows. The only parts exposed are the arms to illustrate the hug.
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    What would be my gift this Christmas? Oh I forgot, we don’t have Christmas. Nice. Everyone’s having gifts and I have...
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