AACD - "Objects of Empathy"

Havas Z+

Havas Z+ São Paulo, Brazil

11143

This ad is part of the ACT Responsible Collection

Brand: AACD
Country: Brazil

Advertiser: AACD

Title	Objects of Empathy
Agency	Havas Z+
Campaign	Empathy Objects
Advertiser	AACD
Brand	AACD
Date of First Broadcast/Publication	2019 / 6
Business Sector	Hospitals, Healthcare facilities & Medical Services
Tagline	Your world is not like that. Theirs doesn't have to be either. Help AACD to keep helping. Donate.
Philosophy	Seeking to increase the awareness of disability causes, aid association AACD and advertising agency Z+ present the “Empathy Objects” campaign, which made participants experience firsthand the difficulties faced by people with physical disabilities or reduced mobility. The action intends to emphasize the importance of AACD's work and motivate more people to donate to the institution, which has five orthopedic workshops in Brazil that manufacture more than 55,000 orthopedic products annually. “Campaigns such as ´Empathy Objects´ are quite positive for AACD, as they make society more sensible to the matter and help us raise the funds we need to maintain the excellency of more than 800,000 consultations every year in our nine facilities in Brazil,” says Edson Brito, Marketing and Institutional Relations Superintendent at AACD. To spur empathy for others, the experience carried out in a few restaurants in São Paulo involved uncomfortable objects. Chairs, wine glasses and silverware with unusual designs produced astonishment at first and made meals cumbersome. Right after, participants were surprised with a message: “Your world is not like that. Theirs doesn't have to be either. Help AACD to keep helping. Donate.” The objects produced by Z+ were inspired by The Uncomfortable project, by Katerina Kamprani, a Greek architect who created deliberately inconvenient everyday items to produce discomfort in those who interact with them.
Media Type	Product Design/Development
Length	136 seconds
Chief Creative Officer	Alexandre Vilela
Creative Director	Alexandre Vilela
Creative Director	Celio Salles
Creative Director	Tarso Soares
Creative Director	Rico Lins
CONTENT MANAGER	Vanessa Rodrigues
Art Director	Alexandre Lage
Art Director	Rodrigo Seixas
Copywriter	Gustavo Zotini
Project Director	Rafael Coelho
Project Manager	Danilo Ferreira
Project Manager	Alexandre Negrão
Production Director	Diego Melo
Senior Producer	Caroline Reis
Producer	Jessica Ramos
Editor / Motion Designer	Francisco Filho
Editor / Motion Designer	Rafael Rangel
Graphics	Carlos Vieira
3D Illustrator	Theodoro Zanotto
3D Illustration / Post-production	Fujocka Creative Images
Customer Service Manager	Roberta Sanches
Customer Service Manager	Adriana Aprigliano
Director	Lucas and José
Production Company	Trio Full Service
Executive Producer	Marina Bortoluzo
Executive Producer	Lola Santos
Chief Creative Officer	Luciano Mathias
Sound Producer	Fernando Canedo
Sound Producer	Rafael Gomes
Designer	Katerina Kamprani
Knife Production	Renato Hollanda Cavalcanti
Knife Production	Tatiana Machnicki
Knife Production	Michelle Rodrigues
Knife Finishing	Geison Genga
Mug Production	Roger Mutua
Mug Painting	Ricardo Muniz
Chair Production	Marcelinho Fernandes
Glass Production	Elvira Schuartz
Color Grade Artist	Marcio Pasqualino
Color Grade Company	PsychoN’Look