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Draft FCB, Brazil: ABRINQ FOUNDATION SAO PAULO SUBWAY vending machines


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During the month of February, users of the subway in Sao Paulo can help Abrinq Foundation take the children of the streets through the book vending machines located in five subway stations. The "vending machine of good" created by Giovanni+Draftfcb in partnership with the 24X7 Cultural, aims to raise funds for Abrinq Foundation through donations.
The campaign works as follows: a row exclusive on the vending machine was dedicated to the Abrinq Foundation. Here, we see pictures of children holding cards of $ 1.00, $ 2.00 and $ 5.00. The main title explains: "With your help we can get these children of the streets". Just insert the money in the machine and remove the chosen child who, in fact, is a showcase of the institution giving thanks.
The machines will be located at the following stations: Sé, Barra Funda, Consolação, Trianon and Anhangabaú. The campaign was created by Bruno Brasil. Creative directors: Adilson Xavier, Ricardo John and Benjamin Yung Jr. (head of art).
Founded in 1990, the Abrinq Foundation is a nonprofit institution that aims at raising awareness about issues related to the rights of children and adolescents, promoting human rights and citizenship. The Foundation’s challenge for 2010 is to serve 300 thousand children.
Other credits

Client: Abrinq Foundation

Agency: Giovanni + Draftfcb

Creative directors: Adilson Xavier, Ricardo John

Head of art: Benjamin Yung Jr

Art Director: Bruno Brasil

Art buyer: Tina Castro

Photographer: Felipe Hellmeister

Producer: Edgardo Pasotti

Client services: Tina Castro

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