Agency: WMcCann
Date: Apr 2018
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A new campaign for The Salvation Army of Brazil uses humor to drive donations instead of the usual emotional, heart-tugging approach. The new campaign, 'Unwanted Gifts,' created by agency WMcCann Brazil, uses colorful and exaggerated illustrations of international politicians, such as Donald Trump and Kim Jong-Un, to show that what may not fit some may be perfectly useful to others.

Print ads feature a sour-faced Donald Trump figure receiving a Mexican hat and Kim Jong-Un receiving an “I Love NY” T-Shirt. Both ads carry the tagline,“It may not be perfect for you, but it’s perfect for us.”

The online film/TV commercial takes a lighter narrative but arrives at the same conclusion about unwanted objects having value for the Salvation Army. The humorous film features a plaid family in a plaid environment exchanging plaid gifts, but the daughter receives a shocking, polka-dot shirt – perfect for a donation to the Salvation Army.


Agency: WMcCann

Client: Exército de Salvação

Campaign: Unwanted gifts

CCO: Hugo Rodrigues and André Marques

Creative Directors: Eiji Kozaka e Marcelo Conde

Creatives: Eduardo Ferraz and Gustavo Giorelli

Account: Ana Helena Coutinho, Vivian Cecchi, Vitória Carvalho and Andressa Moro

Projects: Jaqueline Travaglin, Denise Kotsubo and Priscila Andrade

Production: Julia Seligmann e Viviane Guedes

Production company: Cine Cinematográfica

Director: La Sangre

Director of Photography: Daniel Belinky

Art Director: Débora Pascotto

Executive production: Raul Doria and Federico Calabia

Editor: Lucas Camara

Account managers: Victoria Scaff and Leticia Baptista

Post Production: Cine X

Illustrator: Estúdio Ícone, Eduardo Ferraz, André Dedos and Nervo Coletivo

Soundtrack: Cabaret

Musical Production and Sonoplasty: Ângelo Colasanti

Bandmaster: Ângelo Colasanti

Mixing: Gab Scatolin

Account manager: Ingrid Lopes

Coordination: Verusca Garcia and Nicole Bonnet

Client approval: Adalberto Malva, Tiago Mendes and Karen Suto