LEW'LARA\TBWA, Sao Paulo / GOVERNMENT OF THE STATE OF SAO PAULO / 2016
The centerpiece of the campaign is a short animation for movie theaters and internet, which tells the story of Malu Moletom: A girl who lives in a city where everyone wears all the clothes they have, all at the same time. Nobody realizes that having so many clothes is excessive. On top of that, every night, when the sun goes down, mysterious earthquakes threaten this place.
One day, Malu Moletom discovers that the tremors are caused by a Giant who lives in a cave underneath the city. When night falls, he shivers from the cold, thereby shaking the city. Malu Moletom realizes that she can use the extra clothes she has to cover the Giant. Everyone follows her gesture, and this gesture resolves the problem: The Giant stops shivering, the huge problem is resolved, and the Giant goes on to live in society.
The first action was to use the social networks as a strategy to make Malu Moletom better known. Before the launch, her Twitter account went online and started to post content as if it were the character's real life. To generate buzz, she interacted with influencers and with the musicians who performed the original song. This also attracted followers. After the launch, the character's profile went on to serve as a channel for interaction with the public and also to direct everyone to the campaign's website, which is where the action is centered. In addition to watching the short film, on the website, the public could also view and download the campaign content: The theme song, a book in pdf format, wallpapers, and, most importantly, they could see the location of the clothing collection points throughout the State of São Paulo.
More than 78.6 million impact views in the first week.
DDB STOCKHOLM, stockholm
2016, SWEDISH ARMED FORCES