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Posts Tagged ‘Pepe Mendes’

F/Nazca Saatchi & Saatchi Spreads ‘Kitchen Kindness’ for Electrolux Brasil

Earlier this month, Sao Paulo-based F/Nazca Saatchi & Saatchi launched their “Electrolux Kindness Kitchen” campaign for Electrolux Brasil, which filled some of their appliances with food for those who want to do good this Christmas.

Here’s how it works: During this month, “when a consumer buys any of the ‘full’ products, he or she will receive the household appliance at home and Electrolux will donate all the food to those in need.” It’s a pretty simple way to do some holiday philanthropy, and one that can make a world of difference to a family in need. The campaign was designed to give back to the community and highlight “the company’s social positioning in the country.” It includes the above online film, as well as display ads, a hot site, and social media. This campaign’s focus on digital was nothing new for Electrolux, who invested 10% of the company’s communication budget on digital this year — making it the environment they invested in the most.

The video explains the genesis of the campaign, linking it to all manner of small kindnesses, and offers a brief explanation of how it works. It does a good job of introducing the idea behind the campaign and prompting viewers to further action, such as visiting the campaign site.

“Electrolux Kindness Kitchen” is a refreshingly philanthropic campaign, and it gives people a compelling reason to buy a new appliance during the holiday season. More companies should engage in this kind of community action, during December or otherwise. Credits after the jump. Read more

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F/Nazca Saatchi & Saatchi Launches Erroneously Named ‘Stay Apes’ Campaign for Operation Smile

Sao Paulo-based F/Nazca Saatchi & Saatchi’s new integrated campaign for NGO Operation Smiles, “Stay Apes,” reminds us that “the act of sharing is what helped us evolve as a species.”

Operation Smile has worked in Brazil since 1997 and performed reconstructive surgery for cleft lip on over 5,600 needy children. But now, the org depends exclusively on local contributions and has apparently fallen on hard times.

That’s where “Stay Apes” comes in. F/Nazca Saatchi & Saatchi executive creative director Eduardo Lima hopes the effort will “remind people, especially non-donors, that the act of sharing is what helped us evolve as a species and should never be ignored.”

The spot was inspired by a Duke University study exploring the ancestral nature of empathy. It shows a monkey deciding to share its food with another monkey that it has never met before. Text saying “We were once all apes. Those were the days.” pops up, before directing viewers to give to NGO Operation Smile.

It’s an interesting approach to promote the act of sharing. There is one major flaw with the title of the spot, however: monkeys are not apes. We get it, though. “Stay primates” just doesn’t have the same ring to it. Credits after the jump.

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