Salvation Army Uses Political Humour and Surreal Savvy Film to Generate Donations in Brazil
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Campaign by WMcCann Brazil also features a colourful print campaign depicting comic versions of Donald Trump and Kim Jong-Un
A provocative new campaign for The Salvation Army of Brazil uses humour to drive donations instead of the usual emotional, heart-tugging approach.
The new campaign, “Unwanted Gifts,” created by the advertising agency WMcCann Brazil, uses colourful and exaggerated illustrations of international politicians, such as Donald Trump and Kim Jong-Un, to show that what may not fit some, may be perfectly useful to others.
“As the Salvation Army collects items in good condition, we try to remind people that they may have a gift -- clothing, furniture or something very good at home -- that they may not notice, or do not like, or no longer identify with, or have forgotten in some cornet, which may in fact be valuable to others,” said Eiji Kozaka, Creative Director for WMcCann.
Print ads feature a Donald Trump figure receiving a Mexican hat and Kim Jong-Un receiving an “I Love NY” T-Shirt. Both ads carry the tagline,“It may not be perfect for you, but it’s perfect for us.”
The online film/TV commercial takes a much different narrative but arrives at the same conclusion about unwanted objects having value for the Salvation Army. The bizarrely humorous film features a plaid family in a plaid environment exchanging plaid gifts, but the daughter receives a shocking, polka-dot shirt – perfect for a donation to the Salvation Army.
Client
Advertiser: Exército de Salvação
Account Service: Ingrid Lopes,Victoria Scaff and Leticia Baptista
Post Production / VFX
Post Production Company: Cine X
Creative Agency
Creative Agency: WMcCann
Chief Creative Officer: Hugo Rodrigues and André Marques
Producers: Julia Seligmann e Viviane Guedes
Creatives: Eduardo Ferraz and Gustavo Giorelli
Account Management: Ana Helena Coutinho, Vivian Cecchi, Vitória Carvalho and Andressa Moro
Illustrator: Estúdio Ícone, Eduardo Ferraz, André Dedos and Nervo Coletivo
Client Approval: Adalberto Malva, Tiago Mendes and Karen Suto
Production Company
Production Company: Cine Cinematográfica
Executive Producer: Raul Doria and Federico Calabia
Director: La Sangre
DOP: Daniel Belinky
Illustrator: Estúdio Ícone, Eduardo Ferraz, André Dedos and Nervo Coletivo