End of the World
Brazilian Creative Club (Clube de Criação)
Issue 49 | December 2018
Agency
FCB Brasil
Creative Team
Chief Creative Officer Joanna Monteiro Creative Executive Director Fábio "Simon" Simões Creative Directors Marco Monteiro, André Pallu Art Directors Gabriel Barrea, Renato Picolo, Saulo Vinheiro Copywriters Gabriel Barbério, Kayran Moroni, Ricardo Wouters Illustrations Black Madre
Production Team
RTV Charles Nobili, Ricardo Magozzo and Mariana Carneiro Media Fábio Freitas, Vinicius Loschiavo and Germano Oliveira Graphic Production João Albertini, Daniela Fonseca Art Buyers Bibiana Oliveira, Lisa Ribeiro
Other Credits
Client Services Elton Longhi Clients Approval Fernando Nobre, Ciça Bernardet
Date
May 2018
Background
Nuclear threats, climate changes, machines getting smarter every day, it seems the end of the world is closer than ever. So, since this could be everyone’s last chance of winning a Brazilian Creative Club Award (the country’s most prestigious advertising award), the Club decided to give 10 free entries to every agency in Brazil. They only had to pay if they won.
Idea
The idea was to depict the many different ways the world could end, from the most obvious to the most surreal ones. The chaos was unleashed in a full-fun-apocalyptic illustration campaign.
An uprising of AI Assistants, a nuclear war between two world leaders, the comeback of extremism, global warming, the transformation of humans into VR zombies and even uncontrolled hoverboards running over people.
Posters, online films, gifs, banners, out of home and Instagram stickers all showed, in a fun way, the end of the world, when it would be much cooler to face apocalypse with at least one Brazilian Creative Club award.
Results
10% more agencies entered their work with 40% of all submissions made by new participant agencies. More than three million people impacted.
Our Thoughts
Call for Entries campaigns are fiendishly difficult, as I know only too well now that Directory is twinned with The Caples Awards.
You are supposed to be gloriously creative because, after all, you’re selling the rewards of creativity. But you have no budget. At all.
The dark humour of this campaign seems appropriate for the natural cynics that inhabit most agencies. It certainly seems to have worked. If we get 10% more entries in 2019 for our awards, I’ll be punching air.