Campaign: Invisigram
WPP company: Y&R São Paulo
Client: TETO

To highlight the impact of poverty and support TETO (which builds homes for people living in poverty), 28 Brazilian celebrities donated their Instagram profile for a day to residents from some of the poorest communities in Brazil. The campaign helped depict the impact of poverty on their daily lives to millions of Brazilians.

Results:

34% increase in donations and half a million likes on Instagram.

Award:

  • 2013 Effie Brazil – Silver Award.
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