Celebrating Creativity #85 – Casa do Zezinho

Half for Happiness Guerrilla Campaign Guerrilla marketing tactics can be used to great effect within charity marketing. This innovative experiential campaign for the ‘Casa do Zezinho’ charity implements a powerful message that really caught consumers off guard through a sprinkle of creative ingenuity.

‘Casa do Zezinho’ supports children suffering from severe malnutrition in low income areas in Brazil. So how about sharing your food with those in need? When shopping in two Brazilian supermarkets, unsuspecting customers were confronted with half products, sold at full price, with 50% of the amount paid going straight to the charity.

The result of this simple yet striking experiential campaign? 100 half products were sold daily, raising awareness and support for the charity, whilst bringing happiness to children in need. In the moving words of one customer; “sharing has gained new meaning in my life”.

Have a look at the video below and tweet us your thoughts @Hotcow!

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