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Creative

Salvation Army Uses Political Humour and Surreal Savvy Film to Generate Donations in Brazil

Campaign by WMcCann Brazil also features a colourful print campaign depicting comic versions of Donald Trump and Kim Jong-Un

Salvation Army Uses Political Humour and Surreal Savvy Film to Generate Donations in Brazil

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.


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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

Music

Mix: Gab Scatolin

Coordination / Soundtrack: Cabaret (Soundtrack), Coordination

Music Production: Ângelo Colasanti

Producer: Ângelo Colasanti (Bandmaster)

Offline

Editor: Lucas Camara

Category: Corporate, Social and PSAs , Government

Genre: Comedy