2016 Winners & Shortlists

RECYCLE TO LEARN

Bronze

Case Film

Presentation Image

BrandUBCI BANK BNP PARIBAS
Product/ServiceCORPORATE SOCIAL RESPONSABILITY
EntrantHAVAS WORLDWIDE TUNISIA Tunis, TUNISIA
CategoryUse of Print
Entrant Company HAVAS WORLDWIDE TUNISIA Tunis, TUNISIA
Advertising Agency HAVAS WORLDWIDE TUNISIA Tunis, TUNISIA
Media Agency HAVAS MEDIA TUNISIA, TUNISIA
Production Company THE BOAT Paris, FRANCE

Brief Explanation

UBCI bank of the groupe BNP Paribas wanted to raise awareness among its clients about the dangers of littering and their excessive consumption of receipts. In fact, during their banking transactions at ATM'S, the majority of Tunisians print their bank receipts and throw them to the ground while on the other side of the mirror, many children in need don't have a single notebook to learn. Ubci's idea is to encourage its bank clients to donate their receipts in order to transform them into notebooks for children in need.

Results and Effectiveness

More than 90% of our ATM's clients have adopted this cause and donated their bank receipts at least once, and about 70% of the clients repeated the operation at least once more. Furthermore, we collected during the first month enough paper to make thousands of notebooks enabling us to cover more than 67% of deprived schools all over the country. Thanks to the client's involvement UBCI took the engagement to repeat this action again next year

Creative Execution

The campaign was spread all over the UBCI ATM's network. First, we amended the displayed message, encouraging clients to donate their bank receipts to children in need. If the customer donates his receipts, it will be printed and automatically retaken by the machine. Finally, We wanted to raise awareness among kids about the dangers of wasting by creating 'a postal notebook'. So, we added special specifications to their design in order to transform them into envelopes. This design allows children to, in turn, donate their notebooks at the end of the school year, in order to have a second life.

Insights, Strategy and the Idea

The major goal of our action is to raise awareness among our clients about their bad habits. To reach our entire target, we used a simple but efficient media, the ATM'S screens. Most of our clients have quickly adopted this cause allowing us to reach in an indirect way, other banks clients.

Credits

Name Company Role
Pascal Allard Havas worldwide Tunisia CEO Havas North Africa
Ines Achour Havas worldwide Tunisia CEO Havas Tunisia
Nizar Maalej Havas Worldwide Tunisia Creative Director
Oussema Yahyaoui Havas Worldwide Tunisia Copywriter
Arslen Besbes Havas worldwide Tunisia Copywriter
Yassine Douira Havas worldwide Tunisia Art Director
Haythem belhassen Havas worldiwde Tunisia Art Director
Mourad Bouabid Havas worldwide Tunisia Tv prod
Omar Kamoun Havas worldwide Tunisia Sound Engineer
Souhail Aloui Havas worldwide Tunisia Graphic Designer
Benjamin Lacourt Freelance Director
Adlan Mansri Freelance Photographer