THE SOUND OF THE AMERICA´S by Burson-Marsteller, Y&R Bogota for Music Festival Of Cartagena

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THE SOUND OF THE AMERICA´S

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Colombia
Agency Burson-Marsteller
Art Director Andres Bolivar, Juan Sebastian Otoya
Copywriter Juan Camilo Valdivieso - Jorge Millan
Agency Y&R Bogota
Art Director Irene Cruz, Gerardo Torres, Maria Fernanda Pinzon
Copywriter Andrés Celis, Julian Nuñez
Released December 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: FESTIVAL DE MUSICA DE CARTAGENA
Product/Service: MUSIC FESTIVAL
Agency: Y&R COLOMBIA
Agency: BURSON-MARSTELLER COLOMBIA
Chief Creative: Mauricio Rocha (Young & Rubicam)
General Creative Director: Tito Chamorro (Young & Rubicam)
General Creative Director: Victor Osorio (Young & Rubicam)
General Creative Director: Julian Jaramillo (Young & Rubicam)
Creative Director: Juan Camilo Valdivieso (Young & Rubicam)
Copywriter: Juan Camilo Valdivieso (Young & Rubicam)
Copywriter: Andres Celis (Young & Rubicam)
Web Digital Producer: Cristina Posada (Young & Rubicam)
Copywriter: Julian Nuñez (Young & Rubicam)
Web Digital Producer: Carlos Carrillo (Young & Rubicam)
Art Director: Maria Fernanda Pinzon (Young & Rubicam)
Art Director: Sebastian Otoya (Young & Rubicam)
Art Director: Irene Cruz (Young & Rubicam)
Art Director: Gerardo Torres (Young & Rubicam)
Art Director: Andres Bolivar (Young & Rubicam)
Media placement: Digital - Facebook, Eltiempo.com - 1 Decembrer 2011
Media placement: TV - RCNTV - 1 Decembrer 2011
Media placement: Radio - RCN RADIO - 1 December

Summary of the Campaign
Cartagena’s Musical Festival wanted to pay tribute to the different rhythms of the American Continent, hence the reason why its 6th edition was called: The Sound of the Americas.

But, can a continent make sound? We created a web application in an attempt to use people’s position on earth and the earth´s rotation to turn our planet into a giant music box able to create the sound of the Americas.

Radio spots, and social media were used to call people all over the Americas to be part of this project. We achieved a total of 7,123 notes, and, using people's position on Earth as virtual musical notes, we created a musical composition, which we then turned into an analogue music box. For the first time on the 3rd of January of 2012 we where able to play for 3,000 visitors of the festival and all of Cartagena, the real Sound of the Americas.

The Situation
Cartagena’s Musical Festival wanted to pay tribute to the different rhythms of the American Continent, reason why its sixth edition was called: The Sound of the Americas.

But what is the sound of a continent?

Use the mechanism of classical music box.

But we replace ‘the roll’ for America, and in lieu of a ‘pin’ we use people.

Then we invite the people of the continent to use the geotag page with their mobile or computer.

The app transforms every person into a musical note, depending on their location.

Then, simulating the rotation of the earth each person became part of ‘the sound of the Americas’.

The Goal
We achieved a total of 7,123 notes, and using people´s position on earth as virtual musical notes, we created a musical composition, which we then turned into an analog music box and for the first time on the 3rd of January of 2012 we where able to play for 3,000 visitors of the festival and all of Cartagena, the real Sound of the Americas.

The Strategy
We decide to build a music box, and compose ’the sound of the Americas’’.

But what is the sound of a continent?

We use the mechanism of classical music box.

But we replace ‘the roll’ for America, and in lieu of ‘pin’ we use people.

Then we invite the entire continent to geotag page with its mobile phone or computer.

The app transforms every person into a musical note, depending on their location in America.

Then, simulating the rotation of the earth each person became part of 'the sound of the Americas', just like in a musical box.

The movement grew through the media and the people who joined each day.

Gathered 7,123 musical notes around the continent.

January 3, 2012, all these notes came together to compose the first melody that unites an entire continent.

Execution
We hit upon the idea of using the music box’s own cylinder-and-pin mechanism.

By replacing the cylinder inside the box with the Americas, and then arming the cylinder with people instead of pins.

We put out a mobile-phone geotag invitation for everyone across the continent,

With an app that converted each participant into a musical note based on their location within the continent.

The ‘people-pins’ positioned around the Americas set off the notes that made up the 'sound of the Americas', with the rotation of the Americas cylinder, being just like the earth itself,

And just like a music box with its pins spinning around and around.

The ‘Sound of the Americas’ movement took on a life of its own with the help of the media and the geotag app’s daily participants,

Documented Results
We achieved a total of 7,123 notes, and using people's position on earth as virtual musical notes, we created a musical composition, which we then turned into an analogue music box, and for the first time on the 3rd of January of 2012 we where able to play for 3,000 visitors of the festival and all of Cartagena, the real Sound of the Americas.