Title	PYROS COLLECTION
Brand	WWF
Product/Service	WWF
Category	A07. Not-for-profit / Charity / Government
Entrant	FCB LISBON, PORTUGAL
Idea Creation	FCB LISBON, PORTUGAL
Production	BRO CINEMA Lisbon, PORTUGAL

Name	Company	Position
Edson Athayde	FCB Lisbon	Chief Executive Officer
Viton Araújo	FCB Lisbon	Creative Director
João Martins	FCB Lisbon	Creative Director of Design
Diego Fontecilla	BRO Cinema	Film Director
Mario Patrocínio	BRO Cinema	Owner
João Belmar	BRO Cinema	Executive Producer
Nuno Lobo	BRO Cinema	Producer
Paulo Costa	O Menino Grava	Sound Designer
Nuno Lacerda	CNLL Architects	Architect & Designer
Carlos Baptista	FCB Lisboa	Account Director

Why is this work relevant for Brand Experience & Activation?

Despite the magnitude of the wildifire problem in Portugal, WWF is not being succesful on calling the attention for this major issue. More than creating awareness, the Pyros Collecion project created an experience - through web film, website, expositions, print catalogs and auctions – that is making a strong impact in influencers, authorities and general public. A creative way of activating the WWF local brand and the wildfires issue.

Background

Background • Situation Every summer, wildfires burns a huge portion of Portuguese forests. The last wildfires burned 520.000 hectares, nearly 60 percent of the EU’s total size. However, when the winter comes, the problem is forgotten. • Brief WWF Portugal asked us an idea capable of reminding people and authorities the importance of taking concrete measures of prevention. Raise donations was a "good to have". • Objectives -Bring (free) awareness to the wildfires issue in Portugal. -Provoke authorities to take action. - Raise donations to WWF Portugal.

Describe the creative idea (20% of vote)

We challenged a renowned architect to transform burnt wood into unique items of furniture, so the tragedy of the wildfires is never forgotten. It is a unique collection meant to cause the opposite feeling of traditional design: discomfort.

Describe the strategy (20% of vote)

• Target audience (consumer demographic / individuals / organisations) Portuguese General Public, influencers and authorities • Approach Our platform to call the attention is, through art, bring the beauty out of the horror. It’s the design bringing discomfort to move people to act.

Describe the execution (30% of vote)

To reach the general public we used essentially digital platforms (webfilm, website, social media) and physical expositions; we sent print catalogs to influencers; one exclusive piece of the collection was sent and received in person by the Portuguese Minister of the Environment; auctions of the pieces are being held to raise funds for the cause. Launched with a press release, direct mails for influencers, the premiere of a web film and a exposition in shopping malls. In October one of the pieces was sent to the Minister of The Environment generating a new wave of PR and awareness, followed by a new exposition in an art gallery and the auction of the pieces. .The collection itself has 8 unique hand-crafted pieces of furniture. But the WWF idea is to export the project to other countries affected by wildfires, such as Brazil, Australia and United States of America.

List the results (30% of vote)

• Business impact – sales, donations, site traffic The donations to WWF Portugal raised by 23% during the period of the activation. • Response rate The response rate for the physical exposition invites x people attending is 33%, even during pandemic times. • Impressions Counting the free PR appearance in prime time TV, newspapers, magazines, national and international websites, the estimative for the equivalent in euros for the free media impressions is 876.000€ until now. • Change in behaviour The Portuguese Minister of the Environment himself promissed to take concrete actions against the wildfires. • Consumer awareness Never the wildfires were so debated in a “non-summer” season. As the activation keeps on impacting through new expositions and PR, the debate keep on happening.