Cannes Lions

INSTITUTIONAL

WMcCANN, Sao Paulo / DORINA NOWILL / 2011

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

We developed a book called "Reflection On Blindness" and prepared a special evening to launch the book in the Livraria Cultura – Brazil's biggest bookstore. We invited public figures, the press, and 500 guests. The consumer was the one who got to choose the book price. We had donations of US$ 5, US$50,00, US$500,00 and one businessman paid US$ 5000,00 on the purchase of a single book.

Outcome

The first edition's 500 copies sold out in a week and gave the equivalent sum of 10 months of the Foundation's printing company employee salaries. We were able to achieve media and blog exposure, promoting the Dorina Nowill Foundation's work together with the visually impaired.

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