Creative Gallery on Sustainability Communications


"10% - Fox" For Conservação Internacional (CI-Brasil)
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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.


Conservation International considers that environmental awareness and behavior change are key factors in order to witness effective and positive transformation.

Title"10% - Fox"
Original Title"10% - Raposa"
AgencyJWT – Brazil
CitySao Paulo
AdvertiserConservação Internacional (CI-Brasil)
Sustainability Themes Biodiversity, Climate Change & Atmosphere, Desertification & Drought, Lands, Soils, Forests & Mountains, Sustainable Development, Education & Awareness
Date of First Publication 30/03/2011
Country of ProductionBrazil
LanguagePortuguese, English
TaglineWe only use 10% of our brain capacity. Thank goodness. Make good use of your 10% and help before it’s too late.
Original TaglineO homem usa apenas 10% da sua capacidade cerebral. Ainda bem. Use bem seus 10% e ajude enquanto há tempo.
Awards -Cannes, 2010 (finalist) for Ojo EI
-New York International Advertising Award, 2011 (Bronze World Medal winner) for Print category
Account Director: Décio Freitas
Account Executive: Fernando Agune
Account Manager: Rodrigo Toledo ,  Décio Freitas ,  Fernando Agune
Art Buyer: Renata Sayão
Art Director: Sthefan Ko
Copywriter: Fabio Brandão
Creative Director: Mario D'andrea ,  Roberto Fernandez ,  Fabio Brandão
Media Director: Ezra Geld ,  Marcos Berger
Producer: Isabela Santos