Campaign created by Repense warns about the negative side of the soft drink industry
Idec (Brazilian Institute for Consumer Protection) and ACT Health Promotion launched the “Don’t Engage This” campaign.
The campaign was signed by Repense and designed to draw the population’s attention to what soft drink advertisements do not show, in addition to pointing out the power of influence of this industry in political decisions that affect everyone’s lives, such as pollution generated by packaging, excessive consumption, in addition to receiving tax incentives from the government.
In all the pieces, the soda bottle or can presents the message that the campaign wants to convey, based on reports or studies on the themes. With the phrase: “they don’t want you to know, but this product contains…” environmental impacts, for example. Followed by the signature: “don’t swallow that one”.
The campaign should last two months, anchored by three animated videos on each topic, which will be broadcast on Facebook and Instagram, in addition to having a Landing Page and a 30” video on Youtube.
“The campaign’s intention is to clarify the dangers generated by the industry and its negative influence on public policies. Featuring silhouettes in the shape of a pet bottle and soda can that frame the harm caused by this influence, such as the pollution generated by the irregular disposal of plastics”, explained Giulliano Alves, Head of Creation at Repense.
Datasheet:
Agency: Rethink
Client: ACT/Idec
Title: Industry Interference Campaign
Creation: Alexandre Ravagani, Giuliano Alves, Cristiano Santos, Akira Tateyama
Service: Alexandre Facchinato, Luana Santos, Heloisa Renata de Santana, Taisa Tamura
Planning: Daniel Rimoli
CM: Luiz Motta / Thalia Maira
Media: Carol Tretell, Karina Koal
Technology: Diego Romualdo/ Isabele Prieto/ Lusimar da Silva
Motion: Fábio Cesar Ovelheiro/ Juan Felipe/ João Oliveira
Art Buyer: Paula Moreira
Client approval: André Corrêa/ Tainá Costa/ Camilla Rigi / Hélen Freitas
