Agency: BorghiErh/Lowe, São Paulo, Brazil
Art Director: Rafael Segri
Copywriter: Gilmar Pinna
Creative Directors: José Henrique Borghi, Erh Ray, Fernando Nobre
Photographer: Paulo Risi
- Cognitive: Poverty is a big issue that can be overcome with a little help from everyone.
- Affective: Altruistic, compassionate, socially concerned, motivated.
- Conative: Donate any amount possible no matter how little it may seem.
Positioning
End a big problem with small a solution. This campaign makes poverty relatable to the middle-class, by emotionally connecting basic human elements we all experience despite our social-economic status. Elements like food, water, shelter, rest, love and comfort will be used to draw on the human spirit and create a sense of need. To further the connection, elements from the “impoverished” will be replaced with elements from the “upper-class” to show how the impoverished life can be dramatically improved with just a “middle-class” donation.
Consumer Promise
A small donation will go a long way.
- Visual: An elderly homeless man pushes a beat-up shopping cart filled with all of his possessions. Photo style is dark, dreary and monochromatic. Everything on his persons and in his cart is dirty and dull except his shoes. On his feat are a bright white, glaringly new pair of sneakers.
- Copy: For those who have nothing, anything can seem a lot.
- Visual: A young homeless girl stands half hunched over an urban trash can. One hand on the trash can rim, the other pulling something out. Photo style is dark, dreary and monochromatic. Her hair is ratty. Her clothes torn and dirty. What she is pulling out is sweaty bottle water and empty wine glass.
- Copy: For those who have nothing, anything can seem a lot.
