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Category
Innovation in Social Media
Annual ID
OS_SM17093M
About the Work
Most NGOs that are a part of the Atados hub can’t afford space in the media for their charities. We had to find new ways to get the attention they deserve, to connect them with audiences that consume digital content on a daily basis, and raise awareness of their causes.One out of every six videos posted on YouTube has black bars on both sides. That happens because, when YouTube users post a video that does not conform to their ratio standards, mostly filmed with smartphones, the platform sandwiches the video between two black bars. “Donate the Bars” leverages these unused spaces by transforming them into ad opportunities for NGOs. They became free digital billboards.
2017 Awards
Total Points: 5
Merit
Credits
Agency
J. Walter Thompson / Sao Paulo
J. Walter Thompson / New York
Digital Agency
Filet / Sao Paulo
Art Director
Fernando Palandi
Chief Creative Officer
Ricardo John
Rodrigo Grau
Creative Director
Fabio Simões
Rodrigo da Matta
Hernan Rebalderia
Gustavo Lacerda
Creative Technologist
Drausio Tronolone
Executive Creative Director
Humberto Fernandez
Writer
Pedro Araujo
Agency Producer
Marcia Lacaze
Ana Mello
Digital Artist / Multimedia
Maisa Delgado
Helio Valente
Creative Team
Marco Loschiavo
Music / Sound
Pedro Angeli
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