TEDx Film, Digital Grupo TEDx [video] by Ogilvy & Mather Buenos Aires

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Grupo TEDx [video]

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Industry Shows, Events & Festivals, Public awareness, Charities, Foundations, Volunteers
Media Film, Digital, Interactive & Mobile
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Art Director Daniel Corrêa
Copywriter Lucas Antunes
Production Rebolucion
Director Nicolás Núbile
Executive Creative Director Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Copywriter Belen Galiotti
Producer Mariano Fernandez
Editor Ricardo Levaggi, Martín Olemberg
Released June 2013

Credits & Description

Advertiser: TEDX
Agency: OGILVY & MATHER ARGENTINA
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertising campaign: GRUPO TEDX
Art Director: Daniel Correa (Ogilvy & Mather Argentina)
Agency Producer: Alejandro Travaglini (Parson)
Agency Producer: Gastón Sueiro (Parson)
Executive Creative Director: Javier Mentasti (Ogilvy & Mather Argentina)
Head Of Art: Diego Grandi (Ogilvy & Mather Argentina)
Photography Director: Marcos Hastrup (Rebolucion)
Editor: Martin Olemberg (Rebolucion)
Director: Nicolas Nubile (Rebolucion)
Editor: Ricardo Levaggi (Rebolucion)
Copywriter: Belen Galiotti (Ogilvy & Mather Argentina)
Producer: Mariano Fernandez (Rebolucion)
Agency Chief Of Production: Valeria Pinto (Parson)
Copywriter: Lucas Antunes (Ogilvy & Mather Argentina)
Photography Director: Mariano Benchimol (Rebolucion)
Photography Director: Max Ruggieri (Rebolucion)
Executive Creative Director: Maximiliano Maddalena (Ogilvy & Mather Argentina)
Productor: Rebolucion (Rebolucion)
Strategy
TEDx is a non-profit organization that spreads the ideas of the greatest thinkers. The problem in Latin America is that most people have no access to the internet, let alone our talks. This is a huge obstacle for TEDx that seeks inspiring as many people as possible. We needed to find a more popular approach to connect common people with TEDx. So we created a band to bring TEDx ideas to the masses and make them popular through music - the most popular all time media.
Execution
We created a band to bring TEDx ideas to the masses and make them popular through music - the most popular all time media. The band “Grupo TEDx” was born to spread TEDx talks in the language of the people: Cumbia. We looked for musicians with this rhythm in their DNA, invited them to attend the talks and write songs of the ideas. This is how we introduced TEDx to people who’d never heard about it, in the most natural manner: singing and dancing.
Effectiveness
We introduced TEDx to people who’d never heard about it in the most natural manner: singing and dancing. With 1 band, 7 musicians and 30 shows we reached 962.000 listeners. 97 Times the audience of a single TEDx event. Without counting the people listening in cars, parties and ipods.