Paulo Vita
Account Planner at VMLY&R Brazil
São Paulo, Brazil
TitleFantastico 2
Agency
Campaign Exclusive Beach
Advertiser The Akatu Institute for Conscious Consumption
Brand Akatu Institute For Conscious Consumption
PostedNovember 2010
Business Sector Environmental & Ecological Issues
Story The idea: to exagerate the impact of a purchase. To offer a residencial block of flats built literally on the beach sand at a popular beach destination, in Sao Paulo.
Instead of having a beach view, buyers would live ON the beach itself. This would pose a question: what if you had to make the beach disapper so people could live on the beach?
Philosophy On a crowded Sunday, we built a sales stand on site, with a 3D model of the building, banners, sales folders, salespeople, flyers, folders, hats... Everything a glamorous building launch has to have. We even had an airplane fly over the beach with the message: "No more crowded beach. Visit our sales stand: Exclusive Beach". We also printed ads on newspapers and had a website to register potential buyers opinions. We made people believe it was for real. And their reaction was everything we needed.

Lew'Lara\TBWA and Akatu presented the material to Rede Globo, Brazil's largest TV channel. Rede Globo simply embraced the idea. What started as a single building on a Sao Paulo beach sand, became 4 other buildings througout the country. A block flats built on the Sugar Loaf mountain, in Rio. A building on a private island built on the most famous lake in Brasilia, the capital city where political desions are made. All regions of Brazil were exposed to the experiment. It was a complete survey of how Brazilians would react to this kind of impact on nature and social environment.
Problem To make people reflect on the impact of everything we buy.
Result The result was that it was the opening story on Fantástico, Brazil's main TV Show for over 30 years. On Sunday night. Prime time TV, reaching over 53 million people. On that night, Fantástico beat football reach on TV. We had authorites commenting on the issue, the official Lawerys representative, the agency's creative director and the president of Akatu giving his own view on the subject, on national television. The story was then on the internet, with opinion posts, Twitter, Orkut and Facebook conversations. So that on the next Sunday, TV Globo will air the second half of the story, with reactions of people from Rio and Brasilia.

We're making Brazilians think about the impact of things we buy, and realise that our individual decisions can stop or incentive impact on nature.
Media Type Print
More Information www.akatu.org.br/
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Creative Director
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