Winners & Shortlists

INSPIRIT HOT COCOA

TitleINSPIRIT HOT COCOA
BrandDELEGAÇÃO PORTUGUESA DOS MISSIONÁRIOS DA CONSOLATA
Product/ServiceINSPIRIT
Category C08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company BAR LISBON, PORTUGAL
Advertising Agency BAR LISBON, PORTUGAL
Production Company KRYPTON Lisbon, PORTUGAL
Credits
Name Company Position
Diogo Anahory Bar Lisbon Creative Director
José Bomtempo Bar Lisbon Creative Director
João Gomes De Almeida BAR Lisbon Copywriter
Marta Teixeira BAR Lisbon Designer
Rita Bidarra BAR Lisbon Account Executive

The Brief

Inspirit, a relatively unknown NGO, tried to help children in Côte d’Ivoire to have access to education and a school. The children were forced to give up school in order to work on cocoa plantations.

Creative Execution

We discovered that the chocolate we find so deliciously sweet was bitter pill for these children. We created a fictitious brand of hot chocolate (completely bitter and undrinkable) and gave out free samples at a busy Shopping Centre in Lisbon, Portugal. Whenever a passer-by tried the drink, they were informed of our message "Amarga é a vida das crianças que trabalham nos campos de cacau" (Life is not ‘sweet’ for children working on cocoa plantations). This campaign was filmed by hidden cameras and subsequently uploaded onto YouTube.

Describe the creative solution to the brief/objective.

We discovered that the chocolate we find so deliciously sweet was bitter pill for these children. We created a fictitious brand of hot chocolate (completely bitter and undrinkable) and gave out free samples at a busy Shopping Centre in Lisbon, Portugal. Whenever a passer-by tried the drink, they were informed of our message "Amarga é a vida das crianças que trabalham nos campos de cacau" (Life is not ‘sweet’ for children working on cocoa plantations). This campaign was filmed by hidden cameras and subsequently uploaded onto YouTube.

Results

The unexpected happened: the video went viral and created headlines around the world: - 300,000 views on YouTube. - 10 new volunteers enlisted to help in Côte d’Ivoire. - 6,482,480 Opportunities to see in the media. - 242% traffic growth of our Facebook page.