Silver
TV & Cinema
Corporate Purpose/Social Responsibility
| Entrant: | VML, Mexico City |
| Brand: | Telefonica Movistar Telecom |
| Title: | "This Is Not A Game" |
| Corporate Name of Client: | Telefonica Movistar Telecom |
| Client Company: | Telefonica Movistar Telecom, Mexico City |
| Client Head of Brand Marketing: | Paula Fernández |
| Head of Client Services: | Fernanda Pérez |
| Client Supervisor: | Judith Rangel |
| Agency: | VML, Mexico City |
| Agency President: | Héctor Fernández |
| Global Chief Creative Officer: | Debbi Vandeven |
| Deputy Global Chief Creative Officer: | Rafael Pitanguy |
| Chief Creative Officer - LATAM: | Nino Goldberg |
| Miami CCOs/LATAM DCCOs: | Daniel Minaker/Sebastian Tarazaga |
| Chief Creative Officer: | Luis Enríquez "Madruga" |
| Senior Creative Directors: | Christian Santa Cruz "Pimpon"/Daniel de León/Raul Pineda |
| Creative Director: | Miguel Ángel Bautista |
| Creative Directors - Art: | Samuel Ríos/Jonathan Jiménez/Luis Paul Flores |
| Copywriter: | Christian Santa Cruz "Pimpón" |
| Agency Head of Art: | Rodolfo López |
| Agency Head of Production: | Violeta Lopez |
| Agency Senior Producer: | Dario Casso |
| Agency Producer: | Nadia González |
| Agency Editors: | Ángel Solís/Raúl Gómez/Jafet Soto |
| Agency Motion Designer: | Juan Manuel Saucedo |
| Agency Senior Account Executive: | Adriana Veytia |
| Agency Account Directors: | Alejandra Iturriaga/Claudio Pérez |
| Agency Planning Director: | Carolina Rubianogroot |
| Production Companies: | Landia, Mexico City/Landia, Miami |
| Director: | Lucas Shannon |
| 1st AD: | Xavi Oms |
| 2nd AD: | Alvaro Barrera |
| Senior Executive Producer: | Claudio Amoedo |
| Executive Producer: | Thomás Amoedo |
| Producer: | Julz Cruz |
| Director of Photography: | Agustín Claramount |
| Cinematographer: | Agustín Claramount |
| Production Designer: | Ricardo Falcón "Flaco" |
| Production Project Manager: | Rodrigo Cid |
| Gaffer: | Ernesto Rodríguez "Cubano" |
| Post-Production Company: | Landia |
| Executive Post-Producer: | Eduardo Sánchez Molina |
| VFX Producer: | Luis Ambriz |
| Animation Producer: | Mateo Udon |
| Animators: | Narf Álvarez/Wilberth Oswaldo Letrán |
| Editor: | Narf Álvarez |
| Colorist: | Tomás Blasón |
| Sound Design Company: | BDS |
| Music Production Company: | BDS |
Description:
Movistar Telecom is a brand that is socially committed to the digital environment; it cares about providing gamers with a safe space. 40% of Movistar Telecom business is in gaming, so they feel a responsibility to address a topic that connects with one of their core audiences.
THE BRIEF Recruitment through video games is a threat that the gaming community was unaware of; they did not know that drug cartels were infiltrating video games. Neither the media nor the government sufficiently alerted about this problem.
Movistar Telecom wanted to send a message to alert everyone in the most viral way possible, using the codes and language of an audience that knows about gaming. Making it clear that recruitment is not a game and is a real problem. Making it clear that Movistar Telecom, as a socially responsible company, will always look out for the cybersecurity of its users.
THE IDEA A video game film was created with a narrative, use of elements, and references from famous video games that tell the story of a young gamer contacted by a drug trafficker, who manages to recruit him for illicit activities through deceit and promises such as "diamonds" (a famous item in video games).
An online film that fictionally portrays a reality with which many gamers could identify, helping many parents understand the importance of knowing these new threats, and motivating many influencers, streamers, and people from the gaming community to share it.