Ganadores / 2018

Brief

The National University of Colombia owns the most important natural history museum in the country. Created in 1918, it has real more than 2.000 real specimens in areas such as zoology, archeology, paleontology and botany, becoming a key actor about care of nature and ecosystems.

To connect with new generations of students from schools and universities, we decided to use art as a tool to show the consequences of deforestation. Deforested Bones transforms remains of trees into an exhibition that invites to preserve life. We visited the most deforested areas of the country to pick up tree branches and pieces of real deforested wood. Building a team of artists and biologists, we worked together to transform these materials into life-size sculptures that represent the main threatened species.

More than a series of sculptures, we created an emotional channel to increase environmental awareness and promote sustainable habits.

Execution

We visited the most deforested zones in Colombia (Amazonas, Caquetá and Pacífico) in order to collect real native dead tree branches to be used as raw material. A rigorous selection was made to find the parts that resembled the anatomy of the animals. A team of artists and biologists worked together with our creative team to transform those branches into real size sculptures representing the species and its skeletons in a realistic way.

The expo was built as an art gallery, helping us to put the attention focus on the sculptures and inviting people to reflect about the problem. Using images of this "wood bones" we used OOH, content in SM and video teasers, under the claim "Come and see the species you soon won´t be able to see".

We create huesosdeforestados.com an educational platform to know the species in detail, explore their habitats and learn about responsible consumption.

Outcome

600% increase in museum tickets

+8.000 visits to the expo

+85,500 visits on line.

+800 news outlets.

New museums across the country want to display the exhibition too.

Two new exhibitions already being scheduled for 2018

The exhibition reopening a debate about deforestation and its consequences and reinforce the Zero Deforestation

 

Companies

Company	Location	Role
HAVAS COLOMBIA	Medellin, Colombia	Entrant Company
HAVAS COLOMBIA	Medellin, Colombia	Idea Creation
HAVAS COLOMBIA	Medellin, Colombia	Media Placement
HAVAS COLOMBIA	Bogota, Colombia	Additional Company

People

Person	Company	Role
Ignacio Iglesias	Havas Worldwide Colombia	CEO Havas Group Colombia & Central Latam
Andrés Norato	Havas Worldwide Colombia	General Creative Director
Jorge Contreras	Havas Worldwide Colombia	Havas Client Service Director / Havas SE Director
Carlos Sarmiento	Museum of Natural History National University of Colombia	Client
Jose Luis Rueda	Havas Worldwide Colombia	Creative Director / Copywriter
Daniel Marin	Havas Worldwide Colombia	Creative Director
Alma Flórez	Havas Worldwide Colombia	Creative Director / Art Director
Oscar González	Havas Worldwide Colombia	Copywriter
Milton Rojas	Havas Worldwide Colombia	Art Director
Daniela Estrada	Havas Worldwide Colombia	Community manager
Sara Uribe	Havas Worldwide Colombia	Community manager
Samuel Tamayo	Havas Worldwide Colombia	Graphic Web Designer
Walter Gil	Mobext Havas Group	Digital Creative
Daniel Álvarez	Mobext Havas Group	Digital Creative
Andrés Losada	Havas Worldwide Colombia	Agency Producer
Angela Hernández	Havas Media Group	Communications Specialist
David Gaitán	Havas Worldwide Colombia	Client Service
Valentine Roche	HavasTribu	Latam Creative Manager
Daniel Arenas Tello	Havas Media Group	Global Awards Manager
Colors&Films	Colors&Films	Case producer
Urania	Urania	Artist producer
All Awards	All Awards	Case Producer
Sazky	Sazky TM	Board Producer

 

Industry Craft Lions

Category	Award
Art Direction > Outdoor	Silver Lion

Design Lions

Category	Award
Non-commercial Exhibitions & Experiences	Shortlisted