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This is not an everyday work. This is a project for UN Global Goals in partnership with Google to be displayed on NY Tribeca Festival. That’s why this job could only happen as an open brief to the whole agency. The task was to promote global goal 11: Sustainable Cities and Communities.
After a long selective process, the creative leaders decided to follow with this idea that came from a simple insight: everybody uses to say that one day São Paulo will stop for good, we decided to imagine what will happen when this day finally comes. Although the insight was simple, the execution was a huge challenge, after all, we would need to create the worst traffic jam in a city that is already used to it.
To improve the campaign performance, we created an Ad Sequencing strategy in partnership with Youtube. As traffic is a problem that affects everybody, we decided to create shorter videos with different approaches to improve our chances to find the most efficient topic to make each person get involved with our goal.
The first skippable movie of our sequence brought a news coverage approach to show the chaos big picture and make it clear that this was not one more common day in the city of São Paulo.
If our previous video focused in showing the big picture, this one was far more intimate: we decided to show the family despair while facing the situation. And to make people more likely to identify themselves with our protagonists, we included an everyday situation – Waze route status update.
If our two first approaches were not enough to catch people’s attention to our cause, we decided it would be necessary to be a little tougher with people: reminding everyone that this movie is still fictional but it may become our reality if we don’t take action now. To make it happen, we used some shocking real data about our city situation that we found during the process.
Project Videocase
Shortfilm
Ad Sequencing Strategy
Snack movie to catch people’s attention using a news coverage approach.
Snack movie to catch people’s attention using an intimate approach.
Snack movie with shocking real data about São Paulo’s traffic
Snack movie with shocking real data about São Paulo’s air pollution.
The final video, was an unskippable ad that brought our final message and call to action in a very briefly way.
With such a cinematographic production, this project for sure deserved a movie poster. But instead of one, we decided to invite the whole agency to create. As a result we had several posters, each one with a unique point of view of São Paulo’s traffic jam.