Of the 45 awards announced, the campaign “Doe as Barras” (Donate the Bars) was also honored with a Silver by the program, whose goal is to highlight the most innovative mobile marketing work from around the world (release) After 5 Cannes Lions and a Bronze at the Clio Awards, the Donate the Bars project continues to be recognized for its innovation and uniqueness. This time recognition came during the Global MMA Smarties Awards, regarded as the world’s main awards for innovative work. The agency carried off two of the 45 awards given to 30 agencies, of which four were from Brazil, including Thompson, the only Brazilian agency to get a Gold.
Matt Eastwood, J. Walter Thompson Company’s Global CEO, believes that being useful is essential in mobile. “One of the best ways to produce mobile advertising that is more compelling and attractive, especially for younger consumers, is to make sure that it is useful,” he says. “Our Donate the Bars effort created an environment where consumers are able to generate a positive impact even as they have fun; the best of two worlds,” he adds.
“The idea was developed to be free of charge and as user friendly as possible for any NGO or YouTuber with a mobile device, certainly one of the main mediums today,” points out Ricardo John, who shares the agency’s creative leadership with Rodrigo Grau. Both John and Grau are chief creative officers at J. Walter Thompson for Brazil and South America.
The project turns the black bars that appear on each side of videos posted on YouTube into media space for nonprofits supported by YouTubers. To donate, all a YouTube user has to do is upload a video through the doeasbarras.com.br project website. It works from desktop or mobile, for extra convenience. Any NGO can participate.
Today, the Donate the Bars project serves a number of NGOs in Brazil and worldwide. In 2015, the project was adopted by the social platform Atados for their Good Deeds day effort, to help promote volunteer activities all over the world. “We are immensely happy to get this award, especially because the Donate the Bars project is a good example of how advertising is also capable of playing an important social role, beyond strengthening and promoting brands, products and services,” says Rodrigo Grau, chief creative officer at J. Walter Thompson for Brazil and South America.