Luis' Dream by Ogilvy & Mather Mexico for Apec

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Luis' Dream

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Industry Department Stores & Shopping Malls, Charities, Foundations, Volunteers
Media Film, Digital, Interactive & Mobile
Market Mexico
Agency Ogilvy & Mather Mexico
Creative Director David Sánchez Zacarías
Art Director Doab Choudhuri, Sebastian Ospina, Luis Alberto Guerra
Copywriter Hugo Castillo, Alan Alexis Ramírez Mendoza
Production OXIGENO
Director Javier Navarro
Released March 2016

Awards

Lions Health 2016
Health And Wellness Education & Services: Fundraising & Advocacy Bronze Lion

Credits & Description

Titile: Luis' Dream
Agency: Ogilvy & Mather
Brand: Dormimundo / Apec
Country: Mexico
Advertising Agency: Ogilvy & Mather, Mexico City
Entrant Company: Ogilvy & Mather, Mexico City
Media Agency: Ogilvy & Mather, Mexico City
Pr Agency: Ogilvy & Mather, Mexico City
Production Company: Oxigeno, Mexico City
Account Director: Mariadelpilar Troconis (Ogilvy & Mather México)
Director: Javier Navarro (Oxigeno)
Associate Producer: Olga Duerto (Oxigeno)
Community Manager: Ana Paramo (Ogilvy & Mather México)
Head Of Production: Juan Pablo Osio (Ogilvy & Mather Mexico)
Art Director: Sebastian Ospina (Ogilvy & Mather México)
Copywriter: Hugo Castillo (Ogilvy & Mather México)
Art Director: Luis Alberto Guerra (Ogilvy & Mather México)
Art Director: Doab Choudhuri (Ogilvy & Mather México)
V.P. Creative Services: Iván Carrasco (Ogilvy & Mather México)
Regional Creative Director: Cesar Agost Carreño (Ogilvy & Mather México)
Copywriter: Alan Ramírez (Ogilvy & Mather México)
Creative Director: David Sánchez Zacarías (Ogilvy & Mather México)
Post Production: Joan Coca (Oxigeno)
Campaign Description:
A man (our protagonist) sets out on a long journey to fulfill Luis’ dream. Throughout the story we discover that Luis is a cornea donor who has passed away and never managed to fulfill his dream of seeing his daughter’s birth. Our protagonist is the cornea recipient and through his new eyes, Luis will be able to fulfill his dying dream.
Outcome:
A 13% increase in online donation during the first week since release.
Execution:
We harnessed the power of storytelling to craft an incredible story to engage audiences and invite them to become donors.
Brief with projected outcomes:
No regulations or restrictions were present in a way that affected the story.
Synopsis:
The brief was to communicate that at the Association to Avoid Blindness in Mexico any dream can be fulfilled with a little help.That’s why Dormimundo (The biggest mattress retailer brand in Mexico) supports the Asociación para Evitar la Ceguera en México (The Association to Avoid Blindness in Mexico) with an invitation to the public to donate and help others see their dreams come true.
Strategy:
Conveying that any dream can come true, even those that seem imposible.