| Title | #THEMOSTSAVAGECASTING |
| Brand | FAADA |
| Product/Service | FAADA |
| Category |
C01. Health & Wellness: Animal Health |
|
Entrant
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CONTRAPUNTO BBDO Barcelona, SPAIN
|
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Idea Creation
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CONTRAPUNTO BBDO Barcelona, SPAIN
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Credits
| Mimi Margalef |
contrapunto bbdo |
art director |
| Emma Piquer |
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Creative Supervisor |
| Jofre Biscarri |
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creative director |
| Carlos |
de Javier |
Creative Director |
| Javier Díaz |
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creative director |
| Sergio Tomás |
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executive account |
| Diana Asenjo |
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producer |
| Carla Cornella |
faada (client) |
president |
| Jennifer Berengueras |
faada (client) |
International relation |
| Giovanna Costantini |
faada (client) |
events |
| Azzahra López |
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Social Media Strategist |
| Anna Roca |
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planner |
The Campaign
People only react when something touches them closely. So we carried out an experiment. We did a casting in which we tested the reactions of parents to the conditions that their children would have to experience during the filming of a hypothetical advertising production. Cold, hunger, electric shocks, even amputations. The casting was carried out in a realistic way so we could see the spontaneous reactions of the parents, who were shocked and horrified by the barbarism to which young children would be subjected.
Creative Execution
Implementation
A real life casting, videoed, was the unique element of the campaign. We called a casting of children to imitate wild animals. Then we explained to their parents what the working conditions of their children would be in this shoot. We recorded it and made a video, and as we had no media budget we published in FAADA’s Facebook page.
TImeline
The campaign was launched from Faada’s Facebook page and promoted with just 400 € in Facebook Ads. The campaign was dynamized by some pro-animal celebrities who helped us raise awareness about the cause.
Placement
The campaign was launched from Barcelona and had a nationwide reach across Spain as well as an international reach.
Scale
We achieved coverage of the campaign on TV news and in the on-line press like La Sexta, El Pais, El Mundo, Antena 3 ...
*One month after Telecinco’s programme "Vaya Fauna" started airing, in which wild animals were used, #elcastingmasbestia mobilized people, who flooded social media with messages against the channel, achieveing the withdrawal of the programme. People created Facebook groups and generated a petition of signatures on Change.org https://goo.gl/NxAoEp
*In two days the video had more than 1.3 million views and more than 40,000 shares in social networks.
*The interest in Faada’s cause during the first week of the campaign was so high that Faada’s website experienced an uplift in visits from 1,200 to 22,000 on average per day, an increase of 1,833%.
*Sales results are not relevant for this brand or campaign.
*Between the time the campaign was launched and the time you are reading this document, they have stopped broadcasting advertisements on television with wild animals in Spain. And the one ad that aired from brand "Biocentury" was withdrawn by
Data gathering
The campaign was launched from Faada’s Facebook page on September 16th 2015 and is still live.
Approach
FAADA wanted to get people to feel like they’re in the place of the animals, feeling what they feel, that’s why we decided to carry out a real life experiment. We didn’t want to show images of cruelty or violence or abuse, the images that are expected and seen over and over again for this type of message.
The experiment consisted of trying to get parents to imagine, through their own children, the suffering experienced by these animals.