PROJECT DESCRIPTION

1. The Red Cross of Tijuana needed its annual binational donation campaign, including San Diego, USA. The donation container (Bote in Spanish) is unmistakable. Donations sustain the Red Cross and, in a way, give it life. We created a campaign where the container comes to life when people donate. Along with friends, we developed a character. His name is “Beto,” derived from the word Bote.

2. TV spots and online videos. Billboards, POP, Posters, and other applications.

3. Mexico is a country famous for corruption which creates distrust in the community to donate money. In addition, the Red Cross images of accidents are unpleasant to the eye. By creating an imaginary character, “Beto,” we create a third person who asks for donations and communicates all the benefits and blessings of the Red Cross, becoming the spokesperson for the Tijuana-Tijuana community. “Beto” allows us to promote donations and services, communicate with the community in a different, fun way, and avoid government entities or unpleasant imagery of people in accidents.

4. The public, private donors, schools, companies, and the government.

5. Increase in:

a. Donations
b. Brand awareness
c. Services and blood bank
d. Red Cross Hospital traffic

PROJECT INFORMATION

Entry Type: Series / Campaign Entry

Channel: Digital

Primary Role of the Designer: Designer as craftsman

Client Relationship: Unknown (NA) / Other (if other, please explain) Design for good. Design sand developing services were a donation to the Tijuana Red Cross.

Intention of the Project: Introduction of a new product, service, or program

Development Budget: $5,001 – $10,000

Production/Execution Budget: $5,001 - $10,000

Source of Funding: Funded internally

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CREDIT INFORMATION

Creative Director: Ariel Freaner

Art Director: Ariel Freaner

Designers: Ariel Freaner

Researchers:

Developers:

Copywriter: Ariel Freaner

Illustrator: Ariel Freaner

Photographer:

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Producer:

Other Credits: Fernanda Freaner - Editing and Sound design, Iskander Vigoa Perez - Rendering, Norberto Aguilera - Animation, Ariel Mitchell Freaner - Creative Development

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