Brand | NEW HOPE FOUNDATION BELGIUM |
Product/Service | TINE SARDINES |
Entrant | WUNDERMAN THOMPSON Casablanca, MOROCCO |
Category | Not-for-profit / Charity / Government |
Idea Creation
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WUNDERMAN THOMPSON Casablanca, MOROCCO
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Media Placement
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WUNDERMAN THOMPSON Casablanca, MOROCCO
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PR
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WUNDERMAN THOMPSON Casablanca, MOROCCO
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Production
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WUNDERMAN THOMPSON Casablanca, MOROCCO
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Post Production
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WUNDERMAN THOMPSON Casablanca, MOROCCO
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Why is this work relevant for Direct?
This was the only touchpoint we could take advantage of. The only way to communicate with those who have no access to advertising. The sardine tins gave us one chance to try to convince the with our argument. Even though some of the design elements were hidden, the message was clear.
Background
Since 2014, more than 30,000 migrants have died trying to cross the Mediterranean Sea to reach Europe. These estimates are only from documented deaths, wrecks, and bodies found. There have been many more due to the pandemic. Making the Mediterranean “the biggest cemetery in the world”. Targeting migrants is almost impossible, due to their political status, geographical situation and general mood. So a new and surprising way to communicate with people who are incommunicado had to be created, giving migrants a choice to stay in their home countries rather than them having to take the risk of travelling abroad.
Describe the creative idea (30% of vote)
“Taste of Europe” is an initiative by New Hope Foundation, an NGO that promotes projects to help disadvantaged people gain access to first-world opportunities, primarily education and training. The initiative included parcels handed to migrants on Tangiers’ beaches (North Morocco), who were about to get on boats. A tin of (what looked like) sardines was added. The tin was wrapped with the letter, and branding. Inside the tin, personal item floating in sea water, as a reminder of what could happen if things go wrong. These letters were written by people who have attempted to cross. The aim of these letters was to persuade migrants to rethink about the daunting journey ahead.
Describe the strategy (20% of vote)
The audience is migrants. The data was gathered by an organization that has been working to integrate people into education for the betterment of the countries that they are from, rather than the ones they feel compelled to go to. The major difficulty for us was to find an opportunity to speak to the migrants. They are more often than not under the watchful eye of the criminals whose only objective is to get them on those boats. That’s why our strategy was to hijack something that would be seen and opened by them, anyway. The desired outcome is to make people consider heading back to their home countries and start afresh.
Describe the execution (20% of vote)
The canned sardines were part of the food pack given out to migrants, when they’re on the beaches awaiting boarding. It is normal for agencies, like the International Red Cross, to give out food and clothing to migrants. Another reason why our design focused on presenting something that looked like food was so that the handlers or smugglers wouldn’t question anything. Covering stories by the people who had attempted to cross, before.
List the results (30% of vote)
This idea also changed people’s perspectives regarding making a dangerous voyage. Highlighting the fact that without them, their own countries might not be able to change its fortunes (due to a migration of skills and knowledge). After handing out the parcels, 27% of those interviewed considered changing their minds about crossing the Mediterranean Sea. 13% Chose to stay and start a new life in Morocco. 5% Were integrated into local education with the help of the New Hope Foundation. Abeda, Aya, Zola, Etienne, Traore and others made it safely. But back home.
Credits
Chafic Haddad |
Wunderman Thompson |
Chief Creative Officer |
Hazem Kaddour |
Wunderman Thompson Casablanca |
Managing Director /Strategy |
Mohamed Oudaha |
Wunderman Thompson Casablanca |
Creative Director |
Nabil Sarih |
Wunderman Thompson Casablanca |
Associate Creative Director /Art Director |
Said Bouchmar |
Toxicstudio |
Illustrator |
Samir Abouzakaria |
Wunderman Thompason Casablanca |
Art Director |
Franco Farzad |
Francopy |
English copywriter |
Munir Abbar |
MA-FILMS MOROCCO |
Director |
Hamza Chrouji |
Wunderman Thompson Casablanca |
Editor |
Ayoub Boukdir |
Wunderman Thompson Casablanca |
Arabic Copywriter |
Walid Bendra |
Wunderman Thompson Casablanca |
Photographer |
Achraf Falah |
Wunderman Thompson Casablanca |
Desktop Publisher |
Fathallah Chao |
Wunderman Thompson Casablanca |
Graphic Designer |
Bader Benfanich |
Benfanich Prod |
Graphic Designer |
Khalid Benfanich |
Benfanich Prod |
Editor |
Rajâa Jabbour |
New Hope Foundation Belgium |
President |
Rachid El Fassi |
New Hope Foundation Belgium |
Brand Director & Communication Director |
Houssam Fetoui |
Wunderman Thompson Casablanca |
Project Manager |
Sophia Tazi |
Wunderman Thompson Casablanca |
Account Manager |
Hind Seffar |
Wunderman Thompson Casablanca |
Account Director |
Dana Alkutoubi |
Wunderman Thompson Riyadh |
Strategy |
Youssef Elhazari |
Wunderman Thompson Casablanca |
Junior Planner |
Rayan Kaddour |
Wunderman Thompson |
Junior Graphic Designer |