Professional Documents
Culture Documents
Jon Steel and Jeremy Bullmore at WPP; Philippa White at TIE; John Shaw and Russell Davies at Ogilvy
The project in a nutshell.
Boca do Lixo are, to use Philippa’s
words, ‘as grassroots as it gets’.
Clients who thought they knew what they wanted but realised quickly that
they didn’t.
Clients who didn’t (really) believe in marketing to begin with – normal in the
grassroots development world.
Four teeny tiny weeks to build a brand from scratch and begin to
communicate it.
But we worked through them with
‘valores humanos’
One of the very first things we did during our kick-
off training day was to capture the values with
which we all wanted to work with each other.
Week 1 – research
Week 2 – analysis and creative briefing
Week 3 – late nights and utter chaos
Week 4 – pulling through.
That settled, our challenge was clear. We had on our hands a great product – the free BMN
library at Peixinhos was an obviously valuable counterpart to the extremely basic schooling
provided by the underfunded local public schools of the favelas. The Biblioteca was a space of
learning, creativity, and importantly, safety. But it was haunted by the negative perceptions of
poverty and violence surrounding the area of Peixinhos, and mired in the despair often felt by
the parents when it came to their childrens’ futures.
Our thinking.
We knew that the issue we had to solve was relevance. When it came to education as a whole,
everyone, from the poorest illiterate parents to the district school administrators, agreed its
immense importance. But when it came to the free library’s role in their children’s lives, they were
less clear. We had to give the Biblioteca a clear, relevant role in the lives of the Peixinhos
community if we were going to increase visits to the library. They just couldn’t see the value of
library visits in lives that seemed already so fraught. We established that this was the key cultural
tension we needed to resolve.
Then we moved onto the brand itself. Time and time again, the clients had told us that the
Biblioteca was so much more than just a library. And spending time with the little children of the
favela as they laughed and cried and whooped their way through the story-telling and the games,
the crafts and the songs, we realised that indeed it was. It was a creative space in which education
was considered holistically, where enjoyment and engagement were key. Above all, it was a place
that children came to to lose themselves in wonderful stories through books and readings – stories
that made them dream about their own futures.
From there, it was a clear that we needed to communicate the value of the kind of education that
the Biblioteca provided. So we decided to concentrate on the incredible power that storytelling
has – in teaching children life lessons, in allowing them to dream, and through imagination, letting
them turn today’s dreams into tomorrow’s reality.
In essence, this was The big ideaL™ in practice.
The big ideaL™ is Ogilvy’s proprietary planning tool to help uncover brands’ points of view on the world. www.thebigideal.com
BMN believes the world would be a better place if we believed in the power of
storytelling to transform children’s futures.
The work so far
This poster on the right was in effect the
key visual for the campaign. The headline
reads ‘Once upon a time…’ and below,
‘Children dreamed, and wrote their own
stories’.
Getting sympathy,
encouragement and votes of
confidence from supporters all
over the world did wonders to
make the whole experience
even better.
And finally…
www.naziagoestobrazil.wordpress.com
www.naziahussain.com
www.theinternationalexchange.co.uk
Nazia Hussain
Ogilvy & Mather
10 Cabot Square
London E14 4QB
United Kingdom
+44 7917 829297
nazia.hussain@ogilvy.com