Red Cross Flooded House in Argentina
Red Cross Argentina (Cruz Roja Argentina) in early 2008 had the challenge of responding to severe flooding in the northern provinces of the South American country. Constant rain in the province of Salta, in particular, affected over 17,000 families, isolating 11,600 people and leading to the evacuation of 20,000 people. Red Cross worked with Leo Burnett Buenos Aires to build a home in a lake in downtown Buenos Aires next to the Planetarium. The home, built over two months and transported to the site, assembled over two days.
A sign read, “El Norte Argentino Necesita Tu Ayuda.” “The North of Argentina needs your help.” Thousands of people saw it on their way to work. The entire country learned about it on TV news shows, on the radio, newspapers and magazines. The campaign led to over 60,000 telephone calls and an increase in donations. The citizens of Buenos Aires had became aware of a siutation that until then seemed remote.
The Flooded House campaign was developed at Leo Burnett Argentina, Buenos Aires, by executive creative directors Seto Olivieri and Pablo Capara, creative director/copywriter/art director Fernando Militerno, copywriters Bernardo Wisky, Marina Caminal, Ramiro Gamallo, account supervisor Andrea Prats, advertiser’s supervisor Diego Salamone and agency producer Nano Tidone.
Flooded House was awarded a Bronze Outdoor Lion at Cannes 2008, a Gold for Ambient at FIAP – Ibero American Advertising Festival, 2008, a Gold for Ambient: Special Build at Kinsale Shark Awards 2008, and a Silver Pencil at the One Show in 2009.