Cannes Lions

EARTHQUAKE AMULET

CIRCUS DF, Mexico City / TOPOS BRIGADE / 2014

Awards:

1 Shortlisted Cannes Lions
Case Film
Presentation Image
Supporting Images

Overview

Entries

Credits

Overview

Description

Our client: the Topos rescue brigade in Mexico.

Problem: the Topos save thousands of lives in dozens of earthquakes, but they don't receive any financial help.

Insight: although Mexico is a seismic country, people don't take alerts seriously.

Our challenge: to help them save lives in their rescue operations and to help them raise donations.

Idea: we created a technological device to help the TOPOS brigade save lives and give it to people in exchange for a donation.

Execution

The technological device we built helped solve different problems:

1- AWARENESS. People today tend to ignore prevention messages. The product aims to be a reminder of the risk you face living in cities like Mexico City. That's why we included a message from a survivor and an educational song in the product.

2- RESCUE. Topos were still using ropes and dogs as their only technology in disasters. Now the Topos started using new technologies to help them save lives in earthquakes.

3- DONATIONS. We are giving people the product in exchange for a donation. This is solving their financial issues.

Outcome

We have sold 500 units of the product to date and raised $39,450 USD in donations.

The organization received new volunteers and grew 75% in its size after the campaign.

Our product is solving different problems the Topos are facing today:

1- RESCUE. Topos started using new technologies to help them save lives in earthquakes.

2- DONATIONS. We are giving people the product in exchange for a donation. This is helping them solve their financial issues.

3- AWARENESS. Younger generations who didn't live the 1985 earthquake don't know who the Topos are. This innovation campaign drew their attention.

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