Diego Velasquez
Lima, Peru
Campaign Ana
Advertiser Ponle Corazon - Peruvian Children Cancer Foundation
Brand Ponle Corazon
Product Annual Colletion
Business Sector Disease Awareness, Support Groups & Associations
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
Market Peru
Art Director
Creative Director
Production Company Producer
Director of Photography (DOP)
Agency Producer
Account Executive
Account Director
Account Executive

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