PEEL OFF by Prolam Y&R Santiago for El Ciudadano

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PEEL OFF

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Industry Newspapers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Chile
Agency Prolam Y&R Santiago
Executive Creative Director Cesar Ojeda, Tony Sarroca
Creative Director Claudio Wilton
Art Director Felipe Blanco
Copywriter Luis Gabriel Ramírez Andrés Mauricio Moreno, Samer Zeida
Producer Pedro Carrasco
Photographer Sebastián Larraín
Released October 2009

Credits & Description

Category: Ambient: Special Build
Advertiser: EL CIUDADANO
Product/Service: NEWSPAPER
Agency: PROLAM Y&R
Executive Creative Director: Tony Sarroca
Creative Director: Claudio Wilton
Copywriter: Samer Zeida/Andrés Ramirez
Art Director: Felipe Blanco
Account Manager: Mauricio Amenabar
Advertiser's Supervisor: Bruno Sommer
Photographer: Sebastián Larraín
Producer: Pedro Carrasco
Date of First Appearance: Oct 5 2009 12:00AM
Entrant Company: PROLAM Y&R, Santiago, CHILE

Description of Ambient execution
SITUATION: Newspaper tabloids have filled their pages with sex, show business scandals, romances of the star’s, and nip-tucks, covering up more fundamental issues. BRIEF: The independent newspaper El Ciudadano (The Citizen), wanted to put mainstream journalism and social issues back into the public eye. IDEA: So they installed a 4x2 meter mural, composed of 500 detachable photographs, showing suggestive parts of women’s bodies. Pedestrians were able to peel off the pictures, in order to discover THE REALITY OTHERS COVER UP.