Hasta La Creative!

We’re not sure why New York or other metropolises haven’t adopted this, but they could learn a thing or two from Peru, where FCB Mayo collaborated with local station Radio Filarmanio–the only one to play classical music in said area (along with jazz among other genres)–on an interesting project. What exactly? Well, the campaign dubbed “Clasiclaxon” encourages replacing car horns with classical music from the likes of Beethoven, Mozart, Vivaldi and Strauss. Not only does it help alleviate the traffic noise in Lima but seems to enthuse the city’s citizens in the process.

Client: Radio Filarmonía
Executive Director – Martha Mifflin, Radio Filarmonia
Agency: FCB Mayo
Chief Creative Officer – Humberto Polar
Executive Creative Director – Flavio Pantigoso
Creative Director – Daniel Sacroisky
Creative Director – Victor Vélez
Art Director – Daniel Tomazini
Designer – Lorena Duarte
General Producer – Jacques Aragonés
Producer – Alonso Palomino
Executive Producer – Sebastián Salinas
Account Director – Sandra Goicochea
Executive Producer – Andrea Lenz

Production Company: Patria
Director- -Milovan Radovic
Director of Photography – Roddy Zevallos Dextre
Director of Photography – Jessica Steiner
Assistant Director – Marrioth Alfonzo
Art Director – Sandro Angobaldo
Executive Producer – Tarek Kahhat
PR Director – Julio Pérez Luna
Audio Director – Gonzalo Polar
Post Producer = Nelson Wisar

Peru is in the middle of a construction boom that generates a lot of unhealthy pollution. Peruvian engineering university UTEC and its ad agency, FCB Mayo, decided to create an air-purifying billboard designed to mitigate the environmental damage the school causes as it builds a new campus.

The billboard has the added advantage of promoting the new campus, boosted by the claim that the school will help students learn how to do things like create billboards that filter about 100,000 cubic meters of clean air a day, reaching as far as five blocks away and equivalent to what some 1,200 trees would do.

The environmentally friendly campaign is part of a tried-and-true strategy for UTEC and FCB Mayo. Last year they famously created a billboard that helped address a rainfall shortage in Lima by converting atmospheric humidity into clean drinking water. (That work earned numerous accolades, including Adweek's Isaac Gravity Award and a gold Lion in Outdoor at Cannes.)

The new one is a welcome follow-up, possibly even more powerful—though perhaps less so—as it addresses a problem the school helped create. In fact, the thing that may be most wrong with it is that it makes every other billboard in the world look bad by comparison.

Credits below.

CREDITS
Client: UTEC
Managing Directors: Carlos Heeren, Jessica Rúas
Marketing Supervisor: Denise Dianderas

Agency: FCB Mayo
Chief Creative Officer: Humberto Polar
Creative Director: Juan Donalisio
Copywriters: Rafael García, Renato Farfán
Art Director: Keni Mezarina
Account Director: Valeria Malone Lo Presti
Production Team: Geoffrey Yahya, Juan Pablo Ezeta, Rodrigo Tovar

Media: BPN/Media Connection
General Manager: Gloria Herrera
Media Planners: Rafael Gutiérrez, Jessica Arizmendi

Plan B (Case Study Video)
Design Director: Kurt Gastulo
Editor: Alex Ocaña

La Sonora
Audio Producers: Alonso Del Carpio, Willy Wong

All Awards (Case consultant)
Senior Consultant: Juan Christmann