Campaigns · IPAM Amazônia
Tome Conta! The Forest Code is part of your life, for IPAM
A national campaign that took the Forest Code to urban consumers, with singing animals in animations, jingles, TV, radio, press and social media.
- Client
- IPAM Amazônia
- Year
- 2016 to 2017
- Territory
- National campaign, focused on urban audiences
- Format
- National campaign with musical animation and jingles
The challenge
Passed in 2012 after a long battle, the Forest Code faced a new challenge: being put into practice. Part of society didn't even know the law existed, and part of the agribusiness lobby took the opportunity to contest the transparency rules. IPAM wanted to bring the law closer to city dwellers who decide what goes into the supermarket cart, show that forests and production are not mutually exclusive, and do it without vilifying farmers.
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What we delivered
- Campaign concept and visual identity
- 4 musical animations of 30 seconds, with and without subtitles
- 4 thirty-second radio jingles
- Poster, digital pieces and layout of the tomeconta.org.br website
- Media placement plan, paid and pro bono
- Media relations and relations with broadcasters
More videos from this project
What we did
We created the concept "O Código Florestal faz parte da sua vida. Tome conta!" (The Forest Code is part of your life. Take care of it!) and a language for people who don't follow environmental issues. Research on the audience and its musical tastes led us to feminejo, the female-led country pop genre then topping the charts. Frogs, cats, horses and bees take the stage, with divas, vibratos and a touch of heartbreak, to sing the law.
Each 30-second animation covers one aspect of the Code: what it is, responsible consumption, the environmental services of forests and transparency of information. All were subtitled, so they would also work on screens in buses, subways and supermarkets. The same songs became four radio jingles.
We put together the media plan, with paid and pro bono placement, and handled all the paperwork for broadcast: licensing, the Ancine certificate and the age rating. In media relations, we sent the press releases to more than 1,200 contacts and took the campaign to social media and Forest's newsletter.
Art direction and animation: Renato Moll. Music: Debora Valente.
“Your steak can't deforest, your coffee can't deforest. Even as a consumer, you can help preserve.”
Outcome
The campaign entered the programming of CineBrasilTV, with up to 12 slots a day, and TV Câmara, and was covered by outlets such as Envolverde, ANDI and Amazônia.org. On Forest's Facebook alone, the videos passed 20,000 views and reached more than 120,000 people.
