Bronze
Branded Entertainment
Video Podcast
| Entrant: | Ogilvy, Mexico City |
| Brand: | Casa de la Amistad |
| Title: | "Future Talks" |
| Corporate Name of Sponsoring Client: | Casa de la Amistad para Niños con Cáncer, I.A.P., Mexico City |
| Chief Marketing Officer: | Leonardo Arana |
| Client Head of Brand Marketing: | Ariel Moscada |
| Senior Client Brand Manager: | Gabriela Villalobos |
| Media Company: | PHD, Mexico City |
| Media Company CEO OMG México: | Xepus Ginebra |
| General Manager - Media Company: | Fernanda Campos |
| Media Company Group Account Director & New Business: | Mónica Farji |
| Media Company Digital Director: | Francisco Moya |
| Media Companies Media Executive: | Lussiana Arguelles/Javier Castillo |
| Media Company Account Director: | Isaac Martinez |
| Media Company Account Manager: | Marcela Ponce |
| Media Buyers: | Rosalia Zuccolotto/Alejandro Ignorosa |
| Media Company Digital Planner: | Elizabeth Solano |
| Agency: | Ogilvy, Mexico City |
| Agency Chief Executive Officer: | Verónica Hernández |
| Agency CEO Ogilvy LATAM: | Horacio Genolet |
| Global Chief Creative Officer: | Liz Taylor |
| Agency Depurity Chief Creative Officer Worldwid: | Joe Sciarrotta |
| Agency COO Ogilvy México: | Julian Torres |
| Agency CCO LATAM: | Keka Morelle |
| Chief Creative Officer: | Rafael Reina |
| Executive Creative Director: | Diego Rodriguez |
| Creative Directors: | Marco Garcia/Juan Pablo Balcazar |
| Associate Creative Director: | Ismael Mora |
| Senior Copywriter: | Luis Felipe "Pipé" Gutiérrez |
| Copywriter: | Ayax Mondragon |
| Art Directors: | Elizabeth Cruz/Elizabeth Alcántar/Laura Vargas |
| Agency Head of Production: | Rosa Elena Arizmendi |
| Agency Producer: | Alejandra Rodríguez |
| Agency Project Manager: | Perla Medel |
| Agency Head of Advertising, Brand and Content: | Arely Galicia |
| Agency Influencer Director: | Paulina Villanueva |
| Agency Influencer Strategists: | Jimena Lanz Duret/Maria José Farias |
| Agency Chief Communications Officer LATAM: | Marina Piacentini |
| Agency Chief Strategy Officer: | Cesar Holguin |
| Agency Strategic Planner: | Alonso Navarro |
| Agency Strategy Director: | Carolina Ramirez |
| Agency Account Executive: | Daniela Ruiz |
| Agency Corporate Communications Director: | Paula Santiago |
| Production Company: | Santos Film, Mexico City |
| Production Managing Director: | Silvia Sánchez “Chivis" |
| Director: | Kathy Gómez |
| 1st AD: | Damian Prado |
| Senior Executive Producer: | Antonio Garrido |
| Executive Producer: | Cesar Quintero |
| Producers: | Marilyn Nova/Elvia Zarco “More” |
| Line Producers: | Maricela Avila/Carlos Diaz/Alan Palma |
| Director of Photography: | Junion Gonzalez |
| Production Company Art Director: | Tania Zelaya |
| Post-Producer: | Martha Caravantes |
| Production Company Scouter: | Renato Allerdi |
| Production Company Video Assist: | Hugo Mesa |
| Production Company Vestuario: | Tatiana Pardo |
| Production Company Maquillaje: | Mar Palomar |
| Production Company Still Photography: | Wolf Wender |
| Production Company Direct Sound: | Orlando Luna |
| Production Companies Edition: | Israel Akira/Diego Rosas |
| Animation Company: | El Tejedor, Mexico City |
| Animation Producers: | Alex Cuellar/Marcela Romero |
| Color Company: | The Reach, Mexico City |
| Sound Design Company: | Silence Track, Mexico City |
| Music Production Company: | Fonobox, Mexico City |
| Music Producers: | Josefa De Velasco/Esperanza De Velasco |
Description:
We showcased the future in the present so that people could see in real time what they were donating to. In order to achieve a massive impact, we decided to execute the idea in a live podcast, set in a theatrical atmosphere and a dreamlike cinematic style that simulated being in a cancer-stricken child's dream. With morphing technology, we made an adult transform into a child in real time. The video was later published on various social media platforms, and within a span of two weeks, hundreds of influencers amplified and encouraged donations without receiving anything in return.
We leveraged the significant influence of Martha Debayle, one of Mexico's most important Key Opinion Leaders, to show in real time the destination of support from Casa de la Amistad donors. We showcased four personalities who will change the history of Mexico, and thanks to Martha's great credibility, many people believed it was true when she introduced the guests. However, upon discovering that they were actually future versions of children with cancer, they were moved and changed their perspective on donating.
We reached (millions of people) from different socio-economic backgrounds. Throughout the entire campaign, our engagement was (such), indicating that Mexicans are eager to support if given the right resources. We changed the perspective on donating, increasing donations by 90%. But most importantly, we ensured that thousands of children with cancer in Mexico have a future.