| Title | INSPIRIT HOT COCOA |
| Brand | DELEGAÇÃO PORTUGUESA DOS MISSIONÁRIOS DA CONSOLATA |
| Product/Service | INSPIRIT |
| 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
| 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.