| Title | #THEFUCKINGGIF |
| Brand | ARRELS FUNDACIÓ |
| Product/Service | #THEFUCKINGGIF |
| Category |
A12. Social Brand Experience |
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Entrant
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THE CYRANOS//McCANN Barcelona, SPAIN
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Idea Creation
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THE CYRANOS//McCANN Barcelona, SPAIN
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Media Placement
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THE CYRANOS//McCANN Barcelona, SPAIN
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PR
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THE CYRANOS//McCANN Barcelona, SPAIN
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Production
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THE CYRANOS//McCANN Barcelona, SPAIN
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Credits
| Leandro Raposo |
THE CYRANOS // McCANN |
CREATIVE PRESIDENT |
| Pablo Colonnese |
The Cyranos // McCann |
Executive Creative Director |
| David Fernandez |
The Cyranos // McCann |
Creative Director |
| Joaquin Espagnol |
The Cyranos // McCann |
Creative Director |
| Eduard Cubel |
The Cyranos // McCann |
Art Director |
| Jaume Rufach |
The Cyranos // McCann |
Copy |
| Fernando Riveros |
The Cyranos // McCann |
Art Director |
| Matías López Navajas |
The Cyranos // McCann |
Copy |
| Carlos García-Munté |
The Cyranos // McCann |
Copy Junior |
| Xavi Teruel |
The Cyranos // McCann |
Art Director junior |
| Fernando Diago |
The Cyranos // McCann |
Art Director junior |
| Alba Riart |
The Cyranos // McCann |
Production Manager |
| Bea Cañete |
The Cyranos // McCann |
Producer |
| Oriol Bombí |
The Cyranos // McCann |
Head of Strategic Planning |
| Mònica Martorell |
The Cyranos // McCann |
General Director |
| Anna Gil |
The Cyranos // McCann |
Head of Account Services |
| Fernanda Pierri |
The Cyranos // McCann |
Head of Client Services |
| Gerd Satorras |
|
Director |
The Campaign
Over 100 different gifs to raise awareness regarding the terrible loop in which homeless people live in and to ask for help.
The creative idea is based on the fact that living on the street is living in a continuous loop of despair. In that sense, ARRELS FOUNDATION invites you to collaborate in breaking that loop by sharing, making a donation or signing up as a volunteer.
When you share it, the loop is unblocked and the GIF has an ending which enables you to act and join the cause.
Creative Execution
The GIFs were launched on the internet in February of 2016.
Over 100 GIFs swamped the net.
In the first days of the campaign the GIFs were shared over 200,000 times on social networks such as FB, Twitter, Google Plus, Instagram, etc.
15,000€ were raised, which equated to over 200 nights in hostels and 400 meals.
The campaign was picked up by the main media outlets and generated PR for the action and brand.
And what we find most important, requests to become volunteers increased by 300% with regards to the previous month.
The first animated GIF that, besides being attractive so that it is shared, serves a solidary purpose. This project makes the most of a clear tendency which is the standout format on internet amongst youngsters, which are GIFs that are shared, to denounce a social problem and gain support for the cause.
Nowadays, GIFs are the stars of internet. A format which consists in the constant repetition of a same situation.
In 2015, Giphy reached 150 million unique users a month, it is valued at 300 million and has deals with over 200 brands.
In just five months, Tinder was used over 25 million times. And according to Twitter, over 100 million GIFs have been shared this year. GIFs are used for everything.
Can they be used to raise awareness? Can this format be used to reach a younger target that can help on many occasions despite not having the economic resources to do so?
Yes, with #TheFuckingGif you can. The pieces allow us to escape our routines which avoid us from being aware of the problem that homelessness represents and thereby help them from escaping their own loop.