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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Gaston Bigio, Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Art Director Adriano Lombardi, Manuel Benegas Lynch, Max Elbo
Copywriter Miguel Dianda, María Lujan Donaire, Tomás Gianelli
Released July 2011

Credits & Description

Category: Best Use of Media Relations
Advertiser: AMIA
Product/Service: AMIA
Executive Creative Director: Gastón Bigio (Ogilvy & Mather Argentina)
Executive Creative Director: Javier Mentasti (Ogilvy & Mather Argentina)
Executive Creative Director: Maximiliano Maddalena (Ogilvy & Mather Argentina)
Director Creativo: Diego Sanchez (Ogilvy & Mather Argentina)
Copywriter: Miguel Dianda (Ogilvy & Mather Argentina)
Art Director: Manuel Benegas (Ogilvy & Mather Argentina)
Head Of Art: Diego Grandi (Ogilvy & Mather Argentina)
Art Director: Max Elbo (Ogilvy & Mather Argentina)
Copywriter: Tomás Gianelli (Ogilvy & Mather Argentina)
Art Director: Adriano Lombardi (Ogilvy & Mather Argentina)
Copywriter: María Luján Donaire (Ogilvy & Mather Argentina)
Digital Copywriter: Ignacio Jardón (Ogilvy & Mather Argentina)
Digital Art Director: Diego Bertagni (Ogilvy & Mather)
Account Manager: Ramiro Dirube (Ogilvy & Mather Argentina)
Account supervisors: Mariela Seijo, Teresa Delgado (Ogilvy & Mather Argentina)
Executive Account: Tamara Levi (Ogilvy & Mather Argentina)
Media placement: Consumer PR - TV and at Theatres shows - 4 July 2011
Media placement: Radio - Futbol match - 4 July 2011
Media placement: Consumer PR - Zoo and park - 4 July 2011
Media placement: Consumer PR - human fugures - Buses and subway stations - 4 July 2011
Media placement: Guest numbers - Pharmacies - 4 July 2011
Media placement: Postcards - Shoppings - 4 July 2011
Media placement: Posters - American Cup - 4 July 2011
Media placement: Social Media - Facebook - 4 July 2011
Media placement: Event - Memory Event - 18 July 2011

Summary of the Campaign
AMIA is the most emblematic Jewish organisation in Argentina. On July 18, 1994 the AMIA building was devastated in Argentina’s deadliest attack, killing 85 people.

The Argentine society has been associating the strike, only as an attack to the Jewish people. But this was an attack against all the Argentine community.

That's why the last campaign 'Attack Against Argentina' gave a huge step forward, changing the Argentine point of view of the tragedy.

Time goes by and makes even a terrible event like this one be forgotten.

In 2011, 17 years after, oblivion is the main problem at the time of demanding Justice and Memory for the victims. To solve this, we created a campaign to attack our main enemy, to break into the everyday lives of the people with a message they couldn’t avoid. That's why we came up with 'Attack On Oblivion'.

From 4th to 18th of July 2011, we interrupted their routine with our Attack On Oblivion, in different moments of their lives.

We interrupted their soap operas, theatre shows, radio station broadcasts, zoo visits, bus and subway trips, parks, pharmacy visits, shopping visits, Twitter, Facebook and even their national football and tennis fanaticism.

The Situation
After all this time, it´s hard to make people keep a vivid memory of what happened 17 years ago. The passage of time is inexorable even to such a terrible event, thus turning into the main obstacle when it comes to demanding justice and trying to keep the victims' memories alive.

The Goal
We had to do something that to attack our greatest enemy: oblivion.

We needed to talk to them, gaining their attention, and inviting them to remember and to participate in the memory act on July 18, 2011, achieving this without any budget at all.

The Strategy
Get into people’s everyday lives, change their routine and prevent them from evading the message. So our principal message was: 'Attacks On Oblivion'.

- On TV and at theatre shows, the main characters interrupt their performance.
- On radio, instead of saying the Argentine football formation, the journalist started saying the victim’s list of the tragedy.
- At the zoo, a huge 85 number, to remember the victims.
- On buses and in subway stations we place life-sized human figures and changed the subway station names with victims' names.
- At pharmacies we changed the guest number with a victim's name.
- At shopping centres we installed postcards of city landscapes where we simulate the explosion.
- During the American Cup, we delivered Argentine team posters in the stadium. On the poster, the team was holding a flag of the attack on oblivion.
- On Facebook people could change their profile pic with the Campaign Concept.
- We created the Mourning Tweet, a tweet made with a block of black characters, to express grief on the web to the victims of the AMIA.

Documented Results
- The campaign received support from different opinion leaders: Radio and TV celebrities, National football team, National Cup Davis team and also our President Cristina Fernández Kirchner.
- The attacks on oblivion reached millions of people.
- The campaign had a great repercussion and received a media exposure assessed to be worth 3,525,570 pesos.
- The site received over 165,000 visits in only one day.
- The Mourning Tweet was trending Topic.
- That’s how we increased 30% the attendance to the main act in demand of memory and justice for the victims.
- And we achieved our main goal: attacking oblivion.