Eduardo Basque
Freelancer Senior Art Director at McCann Health São Paulo
Sao Paulo, Brazil
TitleNão É Mito
Agency
Campaign #ITSNOTAMYTH
Advertiser Entre Rodas
Brand Entre Rodas
Date of First Broadcast/Publication
Business Sector Institutional/Public Interest/Non-Profit Org.
Philosophy For years, people have wondered if it’s fact or fiction that pull-tabs from aluminum cans can be transformed into wheelchairs. To shed some light on this doubt, Mestiça Agency and the On Wheels Institute (Instituto Entre Rodas) launched the campaign #ITSNOTAMYTH (#NÃOÉMITO), demonstrating to people that it is, in fact, possible for pull-tabs to be exchanged for wheelchairs, showing the entire chain of production. The campaign involves the assistance of cooperatives collecting cans and metallurgical companies working with the production of can tabs, eventually sharing the moments when the custom-made wheelchairs are delivered to disabled children between the ages of 5 and 14.



Today, the #ITSNOTAMYTH campaign enjoys the support of more than 200 collection points throughout São Paulo, including at companies like Leroy Merlin, Goodstorage and Volkswagen, in addition to public agencies and schools. More than 30 million tabs have been collected, amounting to 30 tons and supplying the material for 10 custom wheelchairs for children. “The Mestiça agency embraced On Wheels’ cause from the very first meeting we had. The fact that 120 thousand children are in need of wheelchairs is frightening, and we decided to use our creativity to help with the mission of making these children’s lives easier”, says Denis Filippini, Mestiça’s partner.
Media Type Television
Length
Creative Director
Head of Art
Art Director
Art Director
Art Director
Art Director
Copywriter
Copywriter
Head of Digital
Digital Art Director
Digital Art Director
Digital Art Director
Account
Account
Account
Account
Media
Planning
Planning
Graphic Producer
Retouch
Advertiser
Logístic
programmatic media
Photographer
Photographer
Animation Studio Spirit Animation
Web Production Company
Filme Production Company
Director
Executive Producer
Photographer Director
Photographer Director
Editor
Pós-Production
Pós-Production
Sound Production Company
Account
Director
Sound Prodcution Company
Account
Audio Director
Audio Director
Audio Producer

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