Amia/ ASOCIACIÓN MUTUAL ISRAELITA ARGENTINA DM, Case study The bread of memory [video] by Ogilvy & Mather Buenos Aires

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The bread of memory [video]

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Industry Public awareness
Media Direct marketing, Case study
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Creative Director Juan Pablo Carrizo, Patricio Garcia Elfi
Art Director Daniel Corrêa, Maximiliano Elbo
Copywriter Lucas Antunes, Tomás Gianelli
Editor Ricardo Levaggi, Alejandro Sorin, Patricio Gomez Llambí
Released February 2013

Awards

Cannes Lions 2013
PR Lions Technique; Best Use of Media Relations Silver
PR Lions Best Campaign; Best Integrated Campaign Led by PR Bronze

Credits & Description

Advertiser: AMIA
Agency: OGILVY & MATHER ARGENTINA
Category: Best Use of Ambient Media: Small Scale
Advertising campaign: THE BREAD OF MEMORY
Head Of Art: Diego Grandi (Ogilvy & Mather Argentina)
Agency Producer: Alejandro Travaglini (Parson)
Executive Creative Director: Javier Mentasti (Ogilvy & Mather Argentina)
Executive Account: Julieta Real (Ogilvy & Mather Argentina)
Art Director: Daniel Correa (Ogilvy & Mather Argentina)
Copywriter: Lucas Antunes (Ogilvy & Mather Argentina)
Account Director: Mariela Seijo (Ogilvy & Mather Argentina)
Graphic Producer: Osvaldo Bianco (Ogilvy & Mather Argentina)
Editor: Patricio Gomez Llambí (Parson)
Chief Of Audiovisual Production: Valeria Pinto (Parson)
Editor: Alejandro Sorín (Parson)
Art Director: Maximiliano Elbo (Ogilvy & Mather Argentina)
Editor: Ricardo Levaggi (Parson)
Graphic Producer: Ariel Bianco (Ogilvy & Mather Argentina)
Creative Director: Juan Pablo Carrizo (Ogilvy & Mather Argentina)
Executive Creative Director: Maximiliano Maddalena (Ogilvy & Mather Argentina)
Original Music: Néctar Música (Néctar Música)
Creative Director: Patricio Elfi (Ogilvy & Mather Argentina)
Copywriter: Tomás Gianelli (Ogilvy & Mather Argentina)
Execution
We gathered a group of volunteer jewish chefs and nutritionists and togethercreated a food recipe rich in vitamins and substances that have a direct effect onthe brain. A bread meant to improve the memory of Argentines and become the symbol of a new tradition that help us remember.The recipe was taught in commercials, print ads and billboards inviting the peopleto cook and share the bread. People could also taste the bread on theater plays.It was present on TV and radio shows, where the hosts cooked the bread andtasted it live. The campaign also reached TV soaps.On our website people could eat a "piece of online bread" answering questions andsharing their feelings. On twitter, we created the Memory Tweet. Using the hashtag#tweetdelamemoria, people could send the recipe to the future to receive it backevery year on the day of the attack.
Strategy
On July 18th of 1994, an explosion changed the lives of all the Argentinean people:a bomb destroyed the headquarters of the most emblematic Jewish organization inArgentina, AMIA, taking the lives of 85 people.18 years later, the case remains unsolved. The passage of time is inexorable evento such a terrible event, thus turning into a big obstacle. We had to do somethingthat may attack our biggest enemy: oblivion.To keep memory alive, we needed to create something that could preserve andsustain the argentine's memory. We wanted to create a symbol, a new tradition tomake people remember the attack and its importance in a less aggressive way.We needed to and install the topic in society and ensure that the attack was goingto be remembered.
Effectiveness
With $0 investment and a group of volunteers to create this simple recipe, we brought to life the symbol adopted nationwide to remember the terrorist attack. The idea was content in every news media and achieved a media exposure estimated to be worth $3,945,000.Thousands of people joined us in social networks making it Trending Topic.Bakeries, restaurants and shops adopted the bread. Even McDonald’s included it in their menu. It reached the memory of the Argentine president who reopened the investigation that has been forgotten for 18 years.We started a whole new tradition: the tradition of remembering.