Campaign is signed by Lew’Lara\TBWA
The proposal of the new Cruz Vermelha So Paulo campaign is to reinvent the way of donating to raise funds for its activities. As? The institution launched Help Plus, a fictional streaming service made for people to just subscribe to, not watch.
The value of each subscription, at least, goes towards humanitarian aid.
Created by Lew’Lara\TBWA, Help Plus is a platform that was born from an insight into the streaming consumption habit: the consumption of “on demand” content has become much more than a behavioral trend, a habit enshrined in daily routine around the world .
With an eye on proposing a more useful way to invest this amount monthly and make donating a fun act, Cruz Vermelha São Paulo created the first social impact stream. Full of cliché film options, with stories already told or predictable endings, Help Plus looks like a real streaming, but completely fake.
To give even more veracity, 100 film titles were created, with covers and synopses that were also fictitious and suggested that the public subscribe and not watch. The difference to other platforms is that, in this case, the subscriber sleeps with a clear conscience because the monthly fee money was not wasted, but rather, donated.
“The idea of HelpPlus was inspired by a real behavior of people, most of whom pay and subscribe to more than one video streaming service, but are unable to watch it. That’s why the creation of a fake streaming service designed to make the donation will be seen in a younger, humorous, modern way, and nothing more contemporary than streaming”, said Fernando Lyra, creative director at LewLara\TBWA.
