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Description / Synopsis The main aim of this campaign is to call attention to the fact that, by only using 10% of its brain capacity, mankind has already had an enormous impact on the planet's well-being. | Context Conservation International considers that environmental awareness and behavior change are key factors in order to witness effective and positive transformation. | | Title | "10% - Rainforest" | | Original Title | "10% - Florestas" | | Agency | JWT – Brazil | | City | Sao Paulo | | Advertiser | Conservação Internacional (CI-Brasil) |
| Sustainability Themes |
Biodiversity, Climate Change & Atmosphere, Desertification & Drought, Lands, Soils, Forests & Mountains, Sustainable Development, Education & Awareness
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| Date of First Publication |
03/03/2011
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| Country of Production | Brazil | | Language | Portuguese, English | | Type | Print | | Tagline | We only use 10% of our brain capacity. Thank goodness. Make good use of your 10% and help before it’s too late. | | Original Tagline | O homem usa apenas 10% da sua capacidade cerebral. Ainda bem. Use bem seus 10% e ajude enquanto há tempo. |
| Awards |
-New York International Advertising Award, 2011 (Bronze World Medal winner) for Print category
-Cannes, 2010 (Finalist) for EI Ojo
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| Account Director: |
Décio Freitas
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| Account Executive: |
Fernando Agune
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| Account Manager: |
Rodrigo Toledo
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Décio Freitas
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Fernando Agune
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| Art Buyer: |
Renata Sayão
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| Art Director: |
Sthefan Ko
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| Copywriter: |
Fabio Brandão
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| Creative Director: |
Mario D'andrea
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Roberto Fernandez
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Fabio Brandão
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| Media Director: |
Ezra Geld
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Marcos Berger
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Isabela Santos
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| Producer: |
Fabio Sato
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