Cannes Lions

Burned Pencils

TALENT MARCEL, Sao Paulo / INSTITUTO HOMEM PANTANEIRO / 2021

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Overview

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Overview

Background

Pantanal is a precious biome in Brazil. But 2020 was its worst year. 742,997 fires that devasted the area. We needed to raise awareness and money to restore and protect Pantanal.

Idea

Instituto Homem Pantaneiro (Man from Pantanal Institute) is an NGO made to preserve Pantanal. It needed to raise awareness and money for Pantanal areas devasted by the 742,997 fires that happened in 2020, we created a pencil box with 10 pencils made with carbonized wood scraps native from the region. These are rare and special tree species. The pencils and the box were made by a craftsman.

Then we put them up for sale on the NGO website for an insane value for a pencil case: R$ 742,997 (around US$ 130k) - the same number as the fires.

We knew the price was insane, we wanted to generate awareness, but knew no one could it. So we added a "donate" button on the website for people that wanted to help the cause.

Strategy

We wanted to target all Brazilians since Pantanal is a gift for all of us.

Pantanal is always on fire. It's on the news all the time. So much that no one cares anymore. So we impacted the audience on a different and more effective way.

Execution

First, we posted an IGTV video on the NGO's Instagram. The video told the campaign story in a creative way and directed the audience to the campaign website.

On the website, we explained the idea and there was a donate button.

Outcome

It was the biggest stunt made by the brand and the most viewed post from their entire social media ever. It appeared on the most important media outlets from the region, big influencers shared it and generated tons of comments from the audience.

The consumer was impacted in a different way about the Pantanal fires and the donations started quickly.