Jimmy Landaburu
Senior Art Director at Creacional AAG
Guayquil, Ecuador
TitleThe Awareness billboard 2
Agency
Campaign The Awareness billboard
Advertiser Fundación Jóvenes contra el cáncer
Brand Fundación Jóvenes contra el cáncer
Date of First Broadcast/Publication
Business Sector Medical Equipment
Tagline Don't let your skin go through this.
Story Raise AWARENESS on how to have a save sun exposure, and show the consequences of not doing so.
Philosophy Carludovica palmata, better known as paja toquilla, goes through a cooking process and then it is left to dry under sunlight, before it can be used to manufacture paja toquilla hats. Historically our ancestors use this kind of hats to protect themselves from sunlight exposure.
Problem Ecuador is a subtropical country located on the equatorial line of the world. Its geographic location increases the exposure of its inhabitants to Uv radiation. *The carludovica palmata, better known as paja toquilla its a a plant which is endemic to tropical forests, for it to be use for craft it has to go through a process in which it is first cook in boiling water (100oC) on a log fire, the idea is to eliminate the plant's chlorophyll and therefore take away its green color. This process takes about 2 hours, afterwards it is left on the sun to dry out. The straw (paja) slowly dries out and whitens due to the uv rays it receives from the sun. This process is going to be use in this campaign as a way to communicate to the public.
Result In collaboration with Fundacion Jovenes contra el cancer we created the Awareness Billboard, a billboard that slowly changes its color do to prolong sunlight exposure.
Media Type Billboard
Deputy Executive Creative Director
Account Executive
Copywriter
Graphic Designer
Director of Photography (DOP)

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