The work

17 Apr

Decent strategy counts for absolutely nothing if it doesn’t manifest in great creative work. Work that actually works. The proof is always in the pudding (a phrase, I have realized, no one in America seems to understand). Planners should all live and die by the quality of the creative, not the words on a creative brief.

And so, to the work itself. Judgement. The pudding.

I’m immensely proud of what we have created in four short weeks. I really believe that our communication will result in job interviews that could change the lives of the young men at OPN.

I’m not sure I should say much more than that. Time to shut up and show the goods.

The ads below will appear in slightly varying forms in business magazines, newspapers, elevators of businesses, buses and high-end restaurant bathrooms in Recife. Each drives to the Facebook page we have created for the NGO, where people can learn more about the project, have their questions answered, and ultimately schedule interviews.

The copy below is for ads that will be placed in restaurant bathrooms across the city. We tailored the copy accordingly to make it as contextually relevant as possible.

OPN also have one adolescent, Felipe, who they have succeeded in finding a job for, and by all accounts is having a great impact at the company he works for. We were particularly keen to tell his story.

Outdoor: A very large billboard in the center of Recife will be emblazoned with this for one month.


Having come from the street, where you sleep with one eye open and run the risk of being killed daily, be it for drugs or loose change, these young men and women have grown up trusting no one. Especially not a funny looking gringo. One of the thing I’m most proud of is being able to earn their respect and trust over the time I spent with them at the NGO. Some were certainly, and understandably, hesitant at first, when it came to spending time with me. I could never begin to truly understand the things they have gone through in their short lives. But through visits to the beach, lunches in the local village and games of football (still the best way I know to connect with any 12 year old boy), we were really able to slowly bond. We ended the project as friends, and it was very emotional saying goodbye to each other.

I believe it was a result of this trust and friendship that they were able to feel reasonably relaxed and comfortable in a photography studio full of bright lights lights, flashing cameras and a group of people. As you can imagine, this is not something they had every experienced before. Without getting to know them first, we would never have been able to achieve such openness and honesty in these images.

It’s also worth mentioning that all the media was secured for free. Michelle, one of the founders of 7-person agency Melhor, and still only 26 years young, hustled like a pro. As Del Boy famously remarked “He who dares wins Rodney my son.”

Influencer Outreach Kit: One of the final pieces of the jigsaw was to encourage journalists and bloggers to write about the NGO and the campaign, so we put together a kit with everything they needed to do just that. We know that these guys receive dozens of similar packs a day though, so we packaged this up in a way that we thought would not only convey the campaign’s message in an impactful way, but would also build mystery and intrigue. A locked boxes with a simple message telling the recipient to wait for a key, which they will receive a day later. Inside the box, along with the creative work and information about the NGO, is a pop up message that reads:

ABILITIES. You waited a day to learn that they existed. Many adolescents must wait much longer to show them.

The boxes are currently being produced, but below is the design they are executing:

Radio and TV ads are the works so I will be sure to share those when they are finished.

When the dust settles, I might also think about what I learned during my time in Brazil and write some final thoughts.

For now, however, I just want to offer my eternal thanks to absolutely everyone who has supported this project, be it through a donation, a blog comment, a tweet, time, or many of the other ways people have helped. As I said in the very first post on this blog, none of this would have been possible without you.

3 Responses to “The work”

  1. Michelle Doherty April 17, 2012 at 8:41 pm #

    Not much left to say, besides being proud to have the chance to be a part of all these. As we say it here, arrasamos =)

  2. suzanneviner April 17, 2012 at 10:35 pm #

    Fabulous campaign….well done Dylan. Let’s hope it makes a difference to the future of these kids who have had such a difficult start in life xxx


  1. Adam Jacobs Photography - High quality Michigan sports, events, wedding, landscape and panoramic photographer. - April 19, 2012

    [...] third largest city Recife.The campaign was created by planners including my good friend Dylan Viner at JWT in conjunction with the Brazilian agency Melhor. The aim of the campaign is to encourage [...]

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