The campaign wasn’t publicized, didn’t make media buys, didn’t invest in photos, much less in hiring celebrities. Rather, it used all those elements but got them for free. The idea and strategy was to troll the paparazzi. T-shirts were produced that called attention to the cause of the NGO “Casa do Zezinho.”

Those T-shirts were sent to a number of celebrities across Brazil: actors, athletes, socialites, etc. The celebrities put on the T-shirt and went about their daily life, naturally being photographed by the regular crew of paparazzi. The photographs were taken and sent to publications.

What would’ve been just one more photograph of a celebrity doing something random became free publicity and a request for donations for Casa do Zezinho. That’s how we turned celebrities into billboards and took advantage of the useless, invasive work of the paparazzi to collaborate with a noble cause: generating donations for Casa do Zezinho.

This being an NGO with no funds for publicity, creation was extremely relevant – able to turn celebrities into billboards and take advantage of the useless, invasive work of the paparazzi to collaborate with a noble cause: generating donations for Casa do Zezinho.

Creative sent a simple T-shirt to a number of celebrities; they wore the T-shirts and were photographed by the paparazzi in them; those photographs were published in specialized magazines and sites; and thus the NGO “Casa do Zezinho” was publicized and got its donation request out there.

Casa do Zezinho needed funds to increase the number of children reached by 10%.

Not only did we meet that goal, we gave the NGO national and international visibility, increasing site traffic by 128% over that period.

Monthly donations also increased. This showed that people were moved to keep donating even after the campaign went offline. The repercussion of the promotion quadrupled the number of people seeking out the NGO to offer their services as volunteers.