Donate Siren
Context
In Mexico, the Red Cross is the first responder and they rely on donations from people to continue operations. They need mass media so as to reach a wider audience to get fundings.
But every penny spent is a penny needed to save lives. They own 448 ambulances, with a sound reach of 700 ft each, running 24/7 and covering the 32 states of Mexico.
Idea
They created a new outdoor media with nationwide reach by slightly modifying one of the siren modes to repeat “dona” the Spanish word for “donate” to ask for donations and still alert while complying with Mexican laws and regulations.
No other health care entity operates with donations in Mexico making this siren call exclusive to the Mexican Red Cross.
In order to confer this idea, not only i edited the video but I did motion graphics that not only showed figures but also the way in which the ambulance’s siren fulfills its goal of alerting and calling to action.
The creative team and I developed the first graphic created from particle simulation. However, we soon noticed its feel and look did not flow as expected, so I gave it a style that looked more like laser and this made it work better.
I worked on the rest of the video by tracking that laser as well as with rotoscoping and compositing.
This idea was recognized with a Bronze Lion at The Cannes Lions Awards in 2023 in the Media category.
Client: Mexican Red Cross
Agency: VMLY&R Commerce Mexico
CEO: Santiago Cortés
Executive Creative Director: Adriano Lombardi
Executive Creative Director: Pedro Mayorga
Crative Director: Daniel Prado
Art Director: Rubén Camarillo
Motion Graphics & Video Editing: Joss Bruneliere
Producer: Carlos Chavez
Producer: Francisco Gutierrez
Account Manager: Lilian Mejía
Photographer: Juan Salvarredy