Diego Velasquez
Diego Velasquez
Lima, Peru
TitleAna
Agency
Campaign Ana
Advertiser Ponle Corazon - Peruvian Children Cancer Foundation
Brand Ponle Corazon
Product Annual Colletion
Tagline Make it happen for real
Story A little girl carves her name on a tree crust. Suddenly, the wind blows her cap and uncovers her bald head, revealing she suffers from cancer. The tree, touched by this sight, waggles its branches, making its leaves fall over the girl’s head to form what looks like her hair. The little girl hugs the three out of joy and gratefulness.
Philosophy The Agency proposed a different way of communication. Cartoons were used to show an ideal reality, what, imaginarily, all we wanted to happen when a kid suffer from cancer.
Problem To sensitize Peruvians donate for the funds collection campaign. Our main challenge was to reach or exceed the collected amount the previous year thanks to the successful campaign “Magic”.
Result The results of the collection were 40% more vs to the previous year.
Media Type Television
Length
Art Director
Creative Director
Copywriter
Editor
Director
Production Company Producer
Director of Photography
Editor
Agency Producer
Other
Account Executive
Account Director
Account Executive

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