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CATEGORY:

ADVERTISING CAMPAIGN

CHALLENGE

During the last years a chain of events such as corruption, economic crisis and social inequality divided Peru as a country. Forcing Peruvians to focus on individualism to survive. As a result, the country grew without a sense of community.

How could we change that if peruvians dont't
respect each others?

AN EMPATHY EXPERIMENT

CAMPAIGN

A transmedia documentary serie that tells the story of 6 Peruvians of different backgrounds who had the courage to change roles.


WATCH THE STORY

CAP I - CRAFTMAN & FAMOUS COMEDIAN


WATCH THE STORY

CAP II - CRAFTMAN & FAMOUS COMEDIAN


WATCH THE STORY

CAP I - ACTIVIST & WORLDCLASS CHEF


WATCH THE STORY

CAP II - ACTIVIST & WORDCLASS CHEF


WATCH THE STORY

CAP I - TEACHER & FAMOUS MUSICIAN


WATCH THE STORY

CAP II - TEACHER & FAMOUS MUSICIAN

TRANSMEDIA STORYTELLING

DIGITAL CONTENT

Peruvians immersed themeselves in the narrative through more than 400 content pieces. We used our social media channels to dive deep into our diversity, creating strong links between peruvians showing the value of other's work.

Celebrities got so connected with the cause. Developing social side projects:

  • Micha, Head chef of Maido, used his passion to make more people know Kukama.
  • Javier Yaipen invited other musicians to use their hits to help kids learn.
  • Hector found a way to spread our culture through comedy.

Knowing Taquile – Millenary tradition of weaving

Saving Kukama – a language in danger

Beyond Education – Teaching through the music

53,607,779 views

on a country of 31,7 million people

485 million

impacts on Facebook

94 % positive

reactions on Facebook