United Nations Promo, Case study I SWIM WITH MARCOS by Pages BBDO Santo Domingo

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Dominican Republic
Agency Pages BBDO Santo Domingo
Director Archi Lope, Tuto Guerrero
Creative Director Marino Peña, Marcos Diaz, Rodolfo Borrell
Art Director Damian Dominguez, Juan Triviño - David Abril - Andres Muñoz
Photographer Alex Otero
Released February 2010


Cannes Lions 2011
Media Lions Charities, Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Date of First Appearance: Mar 1 2010
Entrant Company: PAGÉS BBDO, Santo Domingo, DOMINICAN REPUBLIC
Vice President/ Chief Creative Officer: Rodolfo Borrell (Pages BBDO)
Creative Director: Rodolfo Borrell (Pages BBDO)
Creative Director: Marino Peña (Pages BBDO)
Creative Director: Marcos Diaz (Pages BBDO)
Head Of Art: Miguel Peña (Pages BBDO)
Interactive Director: Michael Baron (Pages BBDO)
Art Director: David Muñoz (Pages BBDO)
Art Director: Damian Dominguez (Pages BBDO)
Web Designer: Abel Levasseur (Pages BBDO)
Web Designer: Paul Jimenez (Pages BBDO)
Account Director: Raysa Coste (Pages BBDO)
Account Executive: Purissa Veras (Pages BBDO)
Account Executive: Mayra Diaz (Pages BBDO)
Copy: Vanessa Tavera (Pages BBDO)
Project Manager: Natalia Benz (FMD)
2nd Project Manager: Yasmara Mejia (FMD)
Director: Archi Lope (Panamericana Film)
Director: Tuto Guerrero (Guerrero Films)
Photographer: Alex Otero (Otero)
OMD: Belkis de la Cruz (General Media Director)
OMD: Alejandra Martes (Media Planner)
Media placement: TV - 2 Spots ( 4 Languages) - BBC, CNN, Univision, TVE, Telemundo, Antena Latina, Color Vision, Telesistema, C - 1 March 2009
Media placement: Print - 27 Ads ( 6 Languages) - News Papers And Magazines World-Wide - 1 April 2010
Media placement: Posters -15 ( 6 Languages) - Universities, Schools, And Swim Clubs - 1 April 2010
Media placement: Social Networks- 12 - Facebook, Hi5, My Space, Buzz, Picasa, Netlog, Youtube, Orku, Friendster, Twitte - 1 March 2010
Media placement: Web Site With Downloadable Tools - iswimwithmarcos.com - 1 March 2010
Media placement: Radio- 12 ( 3 Languages) - La X, 97.5 Listin, La Z, Radio Disney, La Rocka, 100.1, Sol, Fidelity, Etc - 1 May 2010
Media placement: Content Videos- 51 Videos ( 3 Languages) - This Videos Came Out On Web, Tv, Social Networks And Blogs - 1 March 2010
Insights, Strategy & the Idea
The UN needed to bring attention to the Millennium Development Goals while letting people know that world leaders had agreed to fulfil them by 2015. People usually think that problems far away don’t concern them; we wanted to prove that distance between us isn’t that great and that the world’s problems affect us all.
With a limited budget we set out to make a global statement, an event never before seen to generate news and inspire people to help us spread awareness of the goals.
We created Swim Across the Continents, a global campaign where one man. Marcos Diaz, would unite the world swimming from one continent to the next, demonstrating we aren't that far apart and spreading the message of the goals. People around the world made themselves the medium, becoming spokespeople and mobilizing their communities by organizing events and rallies, catching the attention of media worldwide.
Creative Execution
We had to create an event to make people the medium for our message and catch the attention of media outlets around the world.
To engage people with Swim Across the Continents we embarked on a wide range of different mediums. We mapped out the most popular social networks and bloggers worldwide, developing a unique interactive platform with over 11 profiles in different. With a direct marketing strategy we contacted media channels and bloggers providing them with over 52 videos, press releases, and content to keep them up-to date with the most current information. Our website provided content and downloadable tools to mobilize people in their own community. We supported these actions with an integrated campaign including posters, outdoor, radio spots, and TV commercials.
Public figures, local and international brands and networks started showing their support becoming spokespeople for the cause, and dedicating space to talk about the goals.
Results and Effectiveness
The Millennium Development Goals message gained great exposure, touching millions around the world.
- Thousands of websites, blogs and news sites
- 200 newspaper articles worldwide, 70 front-page publications.
- Appeared on international news networks.
- TV and radio programming dedicated space and airtime to talk about the goals.
- Millions of dollars in free PR, press and media placement.
- Over 47 countries joined the simultaneous swims.
- Thousands of volunteers
- Millions of visits through our online platform.