Cannes Lions

The Syria Edition

ALMAPBBDO, Sao Paulo / EDITORA TODAS AS CULTURAS / 2017

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Overview

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Credits

Overview

Description

Our idea was to put an unlikely place on the cover of one of the biggest tourism magazines in Brazil. While having Syria on the cover was already strange, the idea was given an even bigger punch when readers opened the magazine and discovered that the monument on the cover has since been destroyed. We showed readers that, unfortunately, they can’t travel to Syria right now, but even so, people are going there – and they need donations to help war victims.

Execution

This April, all 15,000 copies of the magazine featured Syria on the cover, inviting readers to get to know the country.

When they opened the magazine, they were confronted with the real state of the region and invited to access a webpage specifically designed for the initiative, where they could donate to the only people going to Syria right now: NGO volunteers.

Outcome

15,000 magazines were printed.

More than 50 national celebrities of the magazine posted about the initiative on Instagram, reaching thousands of followers.

In the first week alone, the page created to receive donations was accessed over 5,000 times.

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