Motorola Print MOTOROLA URBAN ART by Human

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Industry Mobile phones, devices & accessories
Media Print, Magazine & Newspaper
Market Argentina
Agency Human
Art Director Felipe Lorea
Released June 2012


Cannes Lions 2012
Promo and Activation Lions Best Sponsorship or Partnership Campaigns Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Sponsorship or Partnership Campaigns
Product/Service: MOTOROLA
Agency: HUMAN (B-SIDE SA) Buenos Aires, ARGENTINA
Entrant HUMAN (B-SIDE SA) Buenos Aires, ARGENTINA
Type of Entry: Use of Promo & Activation
Category: Best Sponsorship or Partnership Campaigns
Product/Service: MOTOROLA
Entrant Company: HUMAN (B-SIDE SA) Buenos Aires, ARGENTINA
DM/Advertising Agency: HUMAN (B-SIDE SA) Buenos Aires, ARGENTINA

General Creative Director: Peta Rivero Y Hornos (Human)
Art Director: Felipe Lorea (Human)
Copywiter: Edgardo Gamboso (Human)
Account Director: Leopoldo Oharriz (Human)
Brand Manager: Cristian Magnalardo (Motorola Argentina)
Brand Manager: María Victoria Capoulat (Motorola Argentina)
Graphic Producer: Felipe Carosella (Huanaco)
Web Development: Diego Maidana ()
Web Development: Pablo Brovelli ()

Describe the brief from the client
Motorola was going to sponsor the most important urban art festival in Latin America and commissioned us to reposition its brand image amongst youngsters.

Describe the creative solution to the brief/objective.

We invited well known riders with an artistic profile to join our idea, we accompanied them throughout their creative process and once they were ready, they went for a ride around Buenos Aires. They developed their sketches recording the ride through the streets on their smartphones' GPS and using the city as a canvas. The outcome was a set of original pieces to be exhibited for the first time at the urban art festival, visited by over 30,000 people. We communicated the action with outdoor interventions and we launched a website where users could upload their own pieces to our virtual gallery.

Describe the results in as much detail as possible.

The action received broad coverage and news on the event appeared on several media. Not only did we manage to build new brand awareness within the segment, but also we got a high rate of direct and indirect contacts.

We knew traditional media wasn't enough for appealing to our target (youngsters), that's when we decided to do things differently. And really mobilise them.