POWER OF MUSIC by Y&R Bogota for Salvi Foundation

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Industry Shows, Events & Festivals
Media Film
Market Colombia
Agency Y&R Bogota
Director Pablo Flehner Y Juan Rueda
Executive Creative Director Jaime Duque, Rafael Barthaburu, Victor Osorio, Tito Chamorro, Julian Jaramillo
Creative Director Diego Suarez, Jorge Millán
Art Director Leonardo Carrasco
Copywriter Sergio Tenjo, Diana Marino
Production Lapost
Released December 2010

Credits & Description

Category: Internet Film
Production Company: LAPOST, Bogotá, COLOMBIA
Date of First Appearance: Dec 15 2010
Chief Creative Officer: Mauricio Rocha
Executive Creative Director: Victor Osorio/Tito Chamorro/Julian Jaramillo
Creative Director: Jorge Millan/Diego Suarez
Copywriter: Sergio Tenjo/Diana Mariño
Art Director: Leonardo Carrasco
Director: Pablo Flehner y Juan Rueda

English Description
For the 5th Music Festival of Cartagena Y&R Colombia wanted to unite thousands of people with a single idea: music is powerful, and people working together on a mission are too.
To prove it, we came up with a social experiment that merged art, technology and, of course, lots of people:
A refurbished cello was sunk in the Caribbean Sea off Cartagena from a ship. The ship’s crew included a biologist, sailors and a team of divers who worked together to lower the cello 150 feet into the depths. What was the point? The aim was to get people to inch the instrument up to the surface centimeter by centimeter through the Internet, so a little girl could have it to perform with in one of the festival’s concerts, and to put the power of the people to the test.
To do this, we created a web page linked to Facebook. Whenever a person donated his or her status, the crew brought the cello up 1 centimeter. This initiative brought together a lot of people to take part in worthwhile cause, and got the Festival on the front pages again.