Amia: SILHOUETTES IN MEMORIAM by Ogilvy & Mather Buenos Aires for Amia/ ASOCIACIÓN MUTUAL ISRAELITA ARGENTINA

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Amia: SILHOUETTES IN MEMORIAM

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Industry Public awareness
Media Ambient, Promo & PR
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Gaston Bigio
Creative Director Diego Sanchez-Barcelo
Art Director Victor Alvarado
Copywriter Fernando Carrera
Producer Federica Suarez Santiago
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Ambient Media: Large Scale Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Advertiser/Client: AMIA
Product/Service: JEWISH COMMUNITY CENTRE
Entrant Company: OGILVY ARGENTINA Buenos Aires, ARGENTINA
Advertising Agency: OGILVY ARGENTINA Buenos Aires, ARGENTINA

Executive Creative Director: Gaston Bigio (Ogilvy)
Head of Art: Jonathan Gurvit (Ogilvy)
Creative Director: Diego Sanchez (Ogilvy)
Copywriter: Fernando Carrera (Ogilvy)
Art Director: Víctor Alvarado (Ogilvy)
Producer: Federica Suarez Santiago (Gotama Productora)
General Planning Director: Julieta Rey (Ogilvy)
Planner: Matias Asencio (Ogilvy)
Accounts Directors: Ramiro Dirube/Pilar Lopardo (Ogilvy)
Agency Producer: Rolo Lambert (Ogilvy)
Agency Producer: Magalí Almeyra (Ogilvy)

Results and Effectiveness:
The campaign had a great repercussion in all the communication channels marking an estimated media coverage worth $ 5,488,386.
The action was seen by thousands of people with a great repercussion in all the communication media triggering 22% the attendance to the acts of memory. And making the entire Argentina society understand it was a TERRORIST ATTACK AGAINST ARGENTINA.
Creative Execution:
With the goal of clearly exposing the degree of the criminal act committed against an entire nation, and to strongly support the fight for justice, we created an action locating physical figures of the victims in the exact spots they were, minutes before they lost their lives. In the same streets walked by thousands of Argentines every day.
Insights, Strategy and the Idea:
CONTEXT: July 18th, 1994. A strong explosion changed the lives of the Argentine people. The deadliest terrorist attack in the nation’s history devastated the main offices of the most emblematic Jewish Organization of Argentina, the AMIA, causing the death of 85 people.

The Argentine society continues associating the terrorist attack as committed only against the Jewish people resulting in a constant decrease of attendance to the acts of memory. As a consequence of the indifference, and 15 years after the attack, the case remains unresolved.