The Dorina Nowill Foundation for the Blind is carrying out the action for the second time “Adopt an Audio”. Created by Lew’LaraTBWA, the initiative replaces the texts written in letters to Santa Claus in audio narrated by blind people with low vision.
“Christmas is a time of dreams and one that inspires solidarity. Including blind or low-sighted people in this tradition strengthens the hope that the date inspires and the legacy left by Dona Dorina. Inclusion is always necessary and attitudes like this make both the giver and receiver happy”, commented Alexandre Munck, Executive Superintendent of the Dorina Nowill Foundation.
This year, the Dorina Foundation is partnering with Deezer, an audio streaming platform, which will be the content hub of around 50 stories available in playlists from December 15th to December 25th.
“It is very important for us to be able to be part of a campaign like this. With more and more people adopting streaming and voice technologies, the use of audio to let everyone tell their story makes it possible for messages to reach more people. As partners, we are committed to giving these stories as much reach as possible so that even more people can have a happier Christmas in a year as complicated as the one we’ve had,” explained Stefan Habergritz, Head of Brand Partnerships at Deezer.
In addition to the agency, the action counted on the partnership of companies such as La Carretera, responsible for image capture, Cabaret Studio for the treatment of audios and Webcore for programming and digital procedures for checking out the donations.
The campaign also has the support of Helloo, for elevator media, Overview with programmatic media banners and BRmedia, in the invitation for influencers and personalities to engage with the cause.
“This is the second year in a row that we have headed this beautiful and inclusive project together with the Dorina Foundation, but I confess that it had a special taste because it has already become a tradition! And then we took advantage and turned the action into something much bigger. This time, there will be a lot more audios, one more exciting than the other, to listen to, give a little hidden cry and adopt. Not to mention the partnership with Deezer and a huge list of other suppliers. Dear Santa Claus, this year I can only thank you!”, added Marilu Rodrigues, creative director of Lew’LaraTBWA.
Datasheet
Title: Adopt an audio
Agency: Lew’LaraTBWA
Client: Dorina Nowil Foundation for the Blind
Chairman of the TBWA Group: Luiz Lara
CEO: Marcia Esteves
Executive Creative Director: Sleyman Khodor
Creative Direction: Marilu Rodrigues
Art Direction: Thiago Fernandes
Editor: Gabriel Marra
Business: Ricardo Munhoz, Manuela Mascarenhas
Strategy: Rachel Messias
Operations: Elise Passamani
Media: Vicente Varela, Dariana Sulzbach
Projects: Henrique Salvadori and Renata Abbud
Content: Felipe Hiroshi, Maria Lima and Jessica Rodrigues
RTV Production: Izabel Soares
Sound producer: Cabaret
Mixing: Lucas Comparato
Attendance: Ingrid Lopes, Flávia Caparelli and Bárbara Russiano
Platform: Deezer
Media in Elevators: Helloo
Programmatic Banners: Overview
Developer: Webcore
Influencers agency: BRmedia
Client Approval: Elisangela Souza, Carlos Murilo Amaral, Aline Freires