Latinworks (with the passionate blond MD) have created this campaign for the League Against Obesity (http://lcosp.com) in Guatemala. Targeting parents by reminding them of the dreams we all had as children (I wanted to be a highway motorcycle cop because I watched CHiPs), the image shows our usual astronauts, firemen and fighter pilot, except they are extremely obese men in these uniforms.
Beethoven died 187 years ago next month. So, why were apparently new obituaries for the composer only recently
published?
TBWA\Guate counted on that clever bit of shock value as part of its bid to save Guatemala's only classical music radio station, Radio Faro Cultural, which is at risk of being closed—presumably because nobody under 50 listens to classical music anymore, no matter what country they're in, because they're all too busy listening to Pharrell or Katy Perry.
According to the agency's case study below, the campaign caught the attention of Guatemala's ministry of culture, which swooped in to bail out the station, because government preservation is probably the only thing that can save a waning genre's presence in a waning medium.
While equating the brand with Beethoven could come across as pretentious, the metaphor reads as surprisingly unstrained. But it's hard to imagine the choice going over well with some of the more staunch proponents of Bach and Mozart.
Credits below.
CREDITS
Client: Radio Faro Cultural
Agency: TBWA\Guate, Guatemala
Chief Executive Officer: Raúl Herrera
General Creative Director: Martín Sica
Creative Directors: Luis Guzmán, Francisco Pérez
Art Directors: Levin Méndez, Javier Contreras
Producer: Mateo Gómez
Planning Director: Flora Hasbun
The campaign was created for the pre-mixed concrete branch of Cementos Progreso, the major cement company in the country.
Advertising Agency: BBDO Guatemala
Creative Directors: Victor Garcia, Federico Ahunchain
Art Directors: Arturo Aguirre, Mario Guerra
Copywriter: Victor Garcia
Illustrator: Arturo Aguirre
Published: May 2008
The campaign was created for the pre-mixed concrete branch of Cementos Progreso, the major cement company in the country.
Advertising Agency: BBDO Guatemala
Creative Directors: Victor Garcia, Federico Ahunchain
Art Directors: Arturo Aguirre, Mario Guerra
Copywriter: Victor Garcia
Illustrator: Arturo Aguirre
Published: May 2008
The campaign was created for the pre-mixed concrete branch of Cementos Progreso, the major cement company in the country.
Advertising Agency: BBDO Guatemala
Creative Directors: Victor Garcia, Federico Ahunchain
Art Directors: Arturo Aguirre, Mario Guerra
Copywriter: Victor Garcia
Illustrator: Arturo Aguirre
Published: May 2008
A smarter way to movies.
Advertising Agency: Garcia+Robles, Guatemala
Creative Director / Copywriter: Victor Alfredo Robles
Art Director: Paola Aldana
Published: June 2008
A smarter way to movies.
Advertising Agency: Garcia+Robles, Guatemala
Creative Director / Copywriter: Victor Alfredo Robles
Art Director: Paola Aldana
Published: June 2008
A smarter way to movies.
Advertising Agency: Garcia+Robles, Guatemala
Creative Director / Copywriter: Victor Alfredo Robles
Art Director: Paola Aldana
Published: June 2008
A smarter way to movies.
Advertising Agency: Garcia+Robles, Guatemala
Creative Director / Copywriter: Victor Alfredo Robles
Art Director: Paola Aldana
Published: June 2008
A smarter way to movies.
Advertising Agency: Garcia+Robles, Guatemala
Creative Director / Copywriter: Victor Alfredo Robles
Art Director: Paola Aldana
Published: June 2008
A smarter way to movies.
Advertising Agency: Garcia+Robles, Guatemala
Creative Director / Copywriter: Victor Alfredo Robles
Art Director: Paola Aldana
Published: June 2008
It’s in you.
Advertising Agency: BBDO Guatemala
Creative Directors: Victor Garcia, Carlos Lara
Art Director / Illustrator: Jorge Pineda
Copywriter: Carlos Lara
Photographer: Raul Pineda
Published: May 2007
It’s in you.
Advertising Agency: BBDO Guatemala
Creative Directors: Victor Garcia, Carlos Lara
Art Director / Illustrator: Jorge Pineda
Copywriter: Carlos Lara
Photographer: Raul Pineda
Published: May 2007
It’s in you.
Advertising Agency: BBDO Guatemala
Creative Directors: Victor Garcia, Carlos Lara
Art Director / Illustrator: Jorge Pineda
Copywriter: Carlos Lara
Photographer: Raul Pineda
Published: May 2007
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