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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

Through more than 400 content pieces we made all peruvians live the empathy experiment.

  • Facebook and Instagram helped us to enhance the sense of reality by connecting the user with the characters.
  • Twitter was the perfect place to debate our social problems and think in new solutions.
  • Google Network Display brought all peruvians to the episodes.
  • On our website user found new interactions.
  • We used a premium advertising space on cinemas to show all the episodes' premiere.

- Videos, canvas, celebrities posts

- Stories and videos about the places

- Instant Unlock, videos, trending topics

53,607,779 views

on a country of 31,7 million people

485 million

impacts on Facebook

94 % positive

reactions on Facebook