Ashboards

Medals Won

• 🥉 BRONZE – Best Art Direction
• 🥉 BRONZE – Best CSR Campaign

Campaign Overview

Yape Bolivia launched Ashboards, an innovative campaign that transformed the ashes of forest fires in Chiquitania into impactful works of urban art. These ash-based murals not only raised awareness of environmental devastation but also served as interactive fundraising tools to support volunteer firefighters. The campaign effectively blended art, technology, and social responsibility to turn tragedy into hope.

Creative Concept

The campaign utilized ashes as both a symbol of loss and a medium for action:

• Ash Pigments: Created natural pigments from the ashes of the Chiquitania fires.
• Urban Murals: Commissioned renowned Bolivian artists to paint murals in high-traffic areas, illustrating the impact of the fires on biodiversity.
• Interactive QR Codes: Embedded QR codes made of ashes within the murals, enabling passersby to donate directly to volunteer firefighters.

This approach combined emotional storytelling with actionable technology, encouraging the public to transform their outrage into tangible support.

Execution Strategy

1. Art as a Medium: Positioned ash-based murals in strategic urban locations to maximize visibility and engagement.
2. Integrated Campaign: Amplified the message through digital and traditional media, including testimonials from firefighters and community leaders.
3. Social Media Activation: Shared the mural creation process and highlighted endangered species to spark conversations about biodiversity.

Impact and Results

The campaign achieved significant outcomes:

• Reached over 1.5 million people, raising awareness about the environmental devastation in Chiquitania.
• QR codes facilitated a surge in donations, providing essential equipment, food, and resources for volunteer firefighters.
• Elevated public appreciation for biodiversity and the heroic efforts of firefighters, fostering a sense of unity and purpose.

Why It Worked

By transforming ashes into symbols of resilience and action, Ashboards seamlessly blended art and technology to create a powerful, interactive experience. The campaign’s emotional depth, innovative approach, and tangible outcomes made it a standout in both art direction and social responsibility.