Earlier this month, Sao Paulo-based F/Nazca Saatchi & Saatchi launched their “Electrolux Kindness Kitchen” campaign for Electrolux Brasil, which filled some of their appliances with food for those who want to do good this Christmas.
Here’s how it works: During this month, “when a consumer buys any of the ‘full’ products, he or she will receive the household appliance at home and Electrolux will donate all the food to those in need.” It’s a pretty simple way to do some holiday philanthropy, and one that can make a world of difference to a family in need. The campaign was designed to give back to the community and highlight “the company’s social positioning in the country.” It includes the above online film, as well as display ads, a hot site, and social media. This campaign’s focus on digital was nothing new for Electrolux, who invested 10% of the company’s communication budget on digital this year — making it the environment they invested in the most.
The video explains the genesis of the campaign, linking it to all manner of small kindnesses, and offers a brief explanation of how it works. It does a good job of introducing the idea behind the campaign and prompting viewers to further action, such as visiting the campaign site.
“Electrolux Kindness Kitchen” is a refreshingly philanthropic campaign, and it gives people a compelling reason to buy a new appliance during the holiday season. More companies should engage in this kind of community action, during December or otherwise. Credits after the jump.
AGENCY: F/Nazca Saatchi & Saatchi
TITLE: Cozinha do Bem
EXECUTIVE CREATIVE DIRECTOR: Fabio Fernandes, Eduardo Lima
CREATIVE DIRECTOR: Theo Rocha
HEAD OF ART: João Linneu
COPYWRITER: Igor Cabó
ART DIRECTION: Rodrigo Adam
ACCOUNT SUPERVISOR: Marcello Penna, Gisela Assumpção, Gabriela Marques
PLANNER: José Porto, André Foresti, Marcelo Bazan, Flávia Nogueira
RTV: Victor Alloza, Renato Chabuh, Gisele Campos, Maira Massullo
PRODUCTION COMPANY: Squarehead
SCENE DIRECTOR: Marcio Leitão
D.O.P.: Pepe Mendes
SCENE ART DIRECTOR: Amanda D’Stefani, Yara de Barros
PRODUCTION: Priscila Cattai
EDITING: Marcio Leitão
SOUND PRODUCTION COMPANY: Satélite
VOICE OVER: Tarsila Amorim
PROJECT DIRECTOR: Aline Veríssimo
PROJECT MANAGER: Beatriz Agnelli
CONTENT MANAGER: Rogério Soares
TECHNOLOGY DIRECTOR: Jefferson Russo
PROGRAMMER: Ariadne Gomes
CONTENT PRODUCTION: Remix
GRAPHIC PRODUCTION: Jomar Farias, André Fasanella, Izadora Menezes
MEDIA: Lica Bueno, André Gramorelli, Fabio Souza, Aline Schlosser
CLIENT APPROVAL: Sandra Montes, Juliane Mussarelli, Vivian Pecino