2017 / Cannes Lions / Gold / Cyber
2017 / Cannes Lions / Gold / Entertainment
2017 / Cannes Lions / Gold / Entertainment for Music
2017 / Cannes Lions / Gold / Radio
2017 / Cannes Lions / Gold / Radio - Use of Music
2017 / Cannes Lions / Silver / Entertainment
2017 / Cannes Lions / Silver / Radio
2017 / Cannes Lions / 3x Shortlist / Grand Prix for Good
In the last four years 482 women has been killed by their partners. In most cases a chilling pattern appears: Perpetrators apologize with sweet loving messages.
The brief was to do a big action that shows women that is absolutely dangerous to give a second chance to an abuser. The main objective was to start the conversation about this problem and to explain people that behind beautiful words there´s sometimes ugly intentions.
Vida Mujer invited Diego Dibos, the most important romantic songwriter of Peru, to participate in this idea. We gave him an apologize letter written by a man before he killed her wife and Diego created a beautiful romantic song that was a word by word transcription of the letter. It was launched as his new single in the radios, concerts but most importantly in his social media account where he have thousands of fans. When the song became famous and was shared by a lot of people he used all his social media to create a big bang. He told the truth about the song to society and started a nationwide discussion that became huge in the country.
2018 / Cannes Lions / Bronze / Brand Experience & Activation
2018 / Cannes Lions / Bronze / Radio & Audio
Last year in Peru, 100,000 cases of abuse against women were reported.
But the authorities calculate that the non-reporting cases must be over one million.
How to draw the attention of many people and raise awareness about such a tremendous problem?
How to achieve a very shocking message that can be quickly shared among people and generate news in different media?
How to make many Peruvian women victims of violence quickly understand that they should report their cases?
Flora Tristán, the peruvian NGO that fights violence against women decided to act.
In the biggest music festival of the country, in the prime moment of the night, an abusive man takes the stage and makes a marriage proposal to his girlfriend who is among the audience.
This happens live in front of 10,000 people.
At first everything seems a romantic and normal proposal, but suddenly he begins to reveal his true intentions.
He tells her by the microphone that he will hit her, insult her and humiliate her and destroy her self-esteem.
At the moment that all the crowd reacts indignantly on the giant screen behind him, the message appears: THE ABUSERS DO NOT WARN.
This shocking stunt was quickly shared in all the most important news media of the country and the issue became a nationwide discussion
This year, Grey turned 100 years old.
For the Centennial celebrations, the brief for the visual identity of the network was opened for all the 145 Grey offices in the world.
The company is turning 100 years of famous effective ideas, so we decided to go to the core of our business: our people´s minds.
Our idea for the centennial logo was to scan and analyze the brains waves of all Grey´s employees all over the world, these data was put in a sophisticated software that turned it into living art.
So, for the first time in the hundred years of the company, we could see how our people´s ideas looks like in real time, in their brains.
2016 / Cannes Lions / Shortlist / Media
2016 / Cannes Lions / Shortlist / Promo & Activation
Our files, photos and entire lives are backed-up in the cloud. But the cloud is not this white, clean, ethereal place à la '2001 A Space Odyssey' some would have us believe.
It's a data farm that can take more energy to run than a medium-size town.
As we accumulate more and more terabytes of useless data, data centers around the world keep expanding, using more than 30 billions watts to run, equivalent to the output of 30 nuclear plants. The Big Data Takedown is a movement designed to destroy data on a massive, global scale.
Welcome to #BigDataTakedown
Peru has the lowest number of organ donors in Latin America.
How do we show people the importance of organ donation and how it works?
A difficult task in a country with many sick people waiting for a donation that never comes.
The goal was simple, increase the number of donors in the country.
As well as the numbers are very low in the donation of organs.
The Peruvian TV Soap Operas have the highest audience levels in the region.
So we decided to take advantage of this context to show people about the importance of being a donor with an action never before done.
The idea was simple.
An organ donation between the characters from two totally different series.
The two series with the largest audiences in the country.
Yair, one of the leading characters of the series "Ojitos Hechiceros 2" died and donated his kidney to Lorenzo, the main character of "Señores Papis" saving his life.
A Pop Culture Crossover that starts in fiction to save the lives of thousands of people in reality.
Approximately 8.5 million women were reached by this action.
The campaign get more than 5 millions in free media.
In just a week, the numbers of organ donors in the country increased in 200%
The conversation became one of the main topics in the country.
And in just few days, the campaign managed to save the lives of eleven patients.
Amateur athletes are always looking to improve their performances.
Good hydration is very important to achieve those goals.
That's why Powerade is always trying to empower those amateur athletes to train harder and non-stop, because Powerade gives them the necessary hydration they need to perform as high-performance athletes.
We needed to generate incredible photographs of amateur sportsmen doing sports that make you feel that them are train as high-level athletes always making their amateur category fully recognizable.
So, that´s exactly what we did.
This is a campaign that was aired in the entire Latam Region, so we also needed to shoot in locations that feel really common to Peruvians, Argentinians or Colombians.
So, we went to Madrid to shoot the campaign with the amazing Ale Burset..
We developed everything in Black and White because we wanted to generate a beautiful contrast between the black and the blue of the Brand Label the picture.
Creating a strong visual brand identity.
In the last 5 years, more than 800 women have been killed by men.
There is a pattern that is repeated almost in every case: In the declarations of the murderers, they always say that they loved the victims.
That´s why Flora Tristan NGO created a collection of beautiful love poems recited by famous Peruvian poets, but which were actually poems made with phrases from the real statements of murderers after killing their victims.
These poems were broadcasted on the most important Peruvian Romantic Radio and with the largest audience in the country. Demonstrating women of all social targets the importance of not being fooled by beautiful words.
When women realized that what they were enjoying were actually phrases of women´s murderers they get shocked and clearly understood the message.
Because of the extreme levels of illiteracy that exist in Peru, Flora needed a way to reach all women in the most organic way possible.
For this they made an alliance with Radio Ritmo Romántica, the radio with the highest female audience levels in the country.
In this way they did a very extensive investigation and data collection of the statements of the murderers in the most famous cases of murders of women of the last 5 years.
Then, they invited some of the most important poets and drama writers of the country to be the voices that recited the poems.
The audios were broadcasted on the radio, in social networks and also shared using whatsapp.
And in these messages, after shocking women with the idea, we invited them to report their aggressors.
More than 8 million women have been reached by the campaign.
The response rate has been incredible, the calls to report the cases to Line 100 increased by 122% so far this year.
2016 / Cannes Lions / Bronze / Mobile
2016 / Cannes Lions / Bronze / Creative Data
Peru is one of the most seismical active areas in the world.
Life Signal is an app that works when nothing else does.
When earthquakes strike, cellular antennas are destroyed and communications disrupted.
In the ensuing chaos, the inability to locate relatives and loved ones is the cause of panic.
Life Signal is simple.
Select an inner circle of family members and closest people.
Create a ‘Safe Group.’
The app works in the background, synching all members’ coordinates through the cloud every six minutes.
And safely storing them in each of their phones.
When a natural disaster occurs and communications are disrupted, the latest recorded position of all group members is displayed on each of their devices.
Because this data was updated on their phones moments before the earthquake, it is accessible without a data connection.
Life Signal also pinpoints the optimal assembly point from a list of evacuation sites approved by the Disaster Relief Agency in a process that is identically replicated in each of the devices, allowing for all members to be directed to the same location even though communication between them is impossible.
This avoids the kind rushed decisions that cost lives.
2015 / Cannes Lions / Bronze / Branded Content
In peru, domestic violence is on the rise.
In the last 4 years, 482 women were killed by their partners.
In every case, a chilling pattern appears:
The perpetrators apologize with sweet loving messages.
This allows them to avoid prosecution
and go back to the women they abused.
To put an end to this pattern, we published a love book.
“Don´t die for me” is a book written by men who terribly abused their partners.
The first part of the book is a compilation of real letters and messages of love.
At the end of this section, the book invites you to turn it around and find how each of these stories ends.
Finally, it gives you a shocking message:
Don´t become another page in this book.
Nobel prize, mario vargas llosa, wrote the prologue
and copies of the book were sent to personalities and opinion leaders.
We also launch an online book that went viral in just a few hours.
This online book was shared more than a million times in less than a week.
…and dont die for me was everywhere,
Even in amazon raising funds for the organization.
2018 / Cannes Lions / Silver / Print & Publishing
These days, the most important issue in Peru is the corruption problem.
The Lava Jato Case showed that the country´s political class is absolutely corrupted.
On March 21, President Kuczynski resigned as president of the country after the appearance of videos that accused him of acts of corruption a and connection to the Lava Jato case.
But the day after the fall of the government, the most important hashtag in the country was #albumpanini
After 36 years, Peru this year returns to a world soccer cup, and that has made the Peruvians not take this problem in its real magnitude.
How to take advantage of this situation to make Peruvians aware of this terrible problem?
That´s why Utero.pe created the Lava Jato album.
The idea was to create a collection of trading cards similar to those of the panini album but with all the politicians who are involved in problems and legal suits for corruption.
These trading cards were infiltrated in card exchange events that are immense in the country.
In addition, albums were distributed so that people can generate their own selection of cards.
Each of the trading cards came with the statistics of each character and with an important message:
This character belongs to a collection that should not continue to increase.
Let's stop collecting corrupt politicians.
In addition, we also made an online version so that people could create their own characters and so they could report them.
The people who stopped giving importance to the political issue of the country and concentrated more on collecting the album were shortly in key spaces.
There are card exchange events that are giant and multitudinous, where thousands of people gather every day, in these places we found all our audience.
There, we found them strategically and we surprised them and leaving them in shock when they realized the importance of focusing in the political issues of the country.
The implementation had several stages.
The first stage consisted in a time of research and analysis of data to find all the politicians who were questioned and investigated for corruption issues in the Lava Jato case.
Then came the design, development and printing of the album and the trading cards.
300,000 trading cards were printed and distributed in exchange events.
This was accompanied by an online video that was quickly shared in social media.
After thousands of videos created by people were uploaded to social media participating in the campaign.
Gender inequality is one of the biggest problems in Peru.
In this country, being “macho” is one of the main values that parent teach their kids.
That´s why most Peruvian men think that the housekeeping work is exclusive of women.
How could we demonstrate men that housekeeping work is not women exclusive?
Making them feeling stupid for being so sexist.
Flora Tristán NGO launched a collection of three short films that shows men dying in the exact moment when they were going to do housekeeping work.
And then them get back to life when a message appears telling the audience that men don’t die for changing diapers, picking up dishes or washing clothes.
The Súper Fans are all the women that really love the Peruvian national soccer team.
A Film by Gloria Milk.
The biggest, oldest and most traditional food company in the country cheers people to never stop drinking milk and never stop growing as human beings.
2016 / Cannes Lions / Shortlist / PR
Most peruvians know the names of their heroes but really doesn´t know who they were or what they did. That´s why for the National Day of Peru, Movistar decided to do something about it.
"Peru is Calling" is an App that allows people to receive personal phone calls from the peruvian national heroes themselves.
A Film by Tottus Supermarkets.
For Mother´s Day, Tottus decided to celebrate the amazing knowledge that only mothers have.
A campaign for Downy.
Bringing back to life your dying favorite t-shirt.
We all have a favorite t-shirt, but the thing is at some point it will give up on you and that is the day your t-shirt become your pajama and finally been turn into rag, losing it for ever.
The Downy t-shirt Reanimator Program brings back to life people’s dying favorites t-shirts, making a perfect clone and giving them back to their owners with a bottle of Downy to ensure a long and happy life.
1 If You have an almost dying t-shirt, share it with us.
2 Our fabric experts will measure it, analyze it and make a perfect clone.
3 You will receive your old new t-shirt next to a bottle of downy.
A Film by Falabella Department Stores for the sponsorship for The Teleton.
A little kid train himself with a lot of effort to help his sister that have a walking disability.
2017 / Cannes Lions / Bronze / Design
Local stores in Peru had to put up bars to protect themselves from delinquency.
Coca-Cola reinvented these bars as a new media of communication of the brand to promote the relationship between the consumers and the seller at the point of sale with a friendlier security bars