TECHO, a volunteer-only organization that builds emergency housing for the poor was losing a lot of young members because they are not too aware of poverty around them. TECHO decided to make this problem visible so they created Pandora. A visual artist with a not-so-sensitive way to fight poverty: hiding it. They used social media to spread Pandoraâs artistic proposal. Everyone criticized her work. TECHO came out and announced it had created this fictitious artist. Negative comments were replaced by positives ones. Media coverage and free press increased, and volunteer call-ins increased.
Digital advertisement created by Circus, Peru for Un Techo Para Mi País, within the category: Public Interest, NGO.
Creative Director: Juan Carlos Gomez de la Torre
Art Director: Ifel Barrenechea
Copywriter: Jorge Puccini
Account Director: Ivana Chavez
Account Manager: Viviana Bedoya
Production Manager: Vanessa Diaz
Directors: Bacha Caravedo, Daniel Higashionna, Alvaro Luque
Digital Project Manager: Hugo Campodónico