The Last Mask [video] J. Walter Thompson Bogota para Natalia Ponce De Leon Foundation

The Last Mask [video]

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Sector Diferencias étnicas, problemas de minorías, personas con discapacidad
Media Case study
Mercado Colombia
Agencia J. Walter Thompson Bogota
Executive Creative Director Claudia Murillo, Miguel Andres Norato
Creative Director Nicolas Acosta, Jaime Arturo Perea Chacon
Photographer Alejandra Quintero Sinisterra, Pablo Salgado, Camilo Ponce De Leon, Jorge Oviedo
Agencia de production Rhayuela Films
Director Jaime Osorio
Publicado marzo 2016

Premios

Cannes Lions 2017
Creative Effectiveness Creative Effectiveness: Creative Effectiveness for Good Silver Lion

Creditos y descripciones

Title: La última Máscara
Agency: J. Walter Thompson Colombia
Brand: Natalia Ponce De Leon Foundation
Country: Colombia
Alternative Title: La Ultima Mascara
Advertising Agency: J. Walter Thompson Colombia, Bogotá
Entrant Company: J. Walter Thompson Colombia, Bogotá
Media Agency: J. Walter Thompson Colombia, Bogotá
Pr Agency: J. Walter Thompson Colombia, Bogotá
Production Company: J. Walter Thompson Colombia, Bogotá
Additional Company: J. Walter Thompson Colombia, Bogotá
Agency Production: Cesar Tinjaca (J Walter Thompson Colombia)
General Director: German Olaya (Santachava)
Director: Jaime Osorio (Rhayuela Films)
Communitty Maneger: Laura Nariño (J Walter Thompson Colombia)
Vp Accounts: Angelica Escuceria (J Walter Thompson Colombia)
Executive Creative Director: Miguel Andres Norato (J Walter Thompson Colombia)
Photographer: Camilo Ponce De Leon (Ponce De Leon Photography)
Dp: David Gallego (Rhayuela Films)
Agency Production Director: Maria Medina (J Walter Thompson Colombia)
Chief Creative Officer: Rodolfo Borrell (J Walter Thompson Colombia)
Senior Copy Writer: Andres Peña (J Walter Thompson Colombia)
Creative Director: Jaime Perea (J Walter Thompson Colombia)
Photographer: Alejandra Quintero Sinisterra (Alejandra Quintero Sinisterra)
Sound Producer: Alex Sanchez (Sonic Boom)
Producer: Ana Maria Tarazona (Rhayuela Films)
Photographer: Jorge Oviedo (Jorge Oviedo Photography)
Founder & Director: Natalia Ponce De Leon (Fundación Natalia Ponce De Leon)
Photographer: Pablo Salgado (Pablo Salgado Photography)
Executive Creative Director: Claudia Murillo (J Walter Thompson Colombia)
Creative Director: Nicolas Acosta (J Walter Thompson Colombia)
Senior Art Director: Claudia Castiblanco (J Walter Thompson Colombia)
Producer: Fernando Chica (Rhayuela Films)
General Director: Wilma Calderon (Mediatica)
Digital Creative Director: Carlos Carbonel (J Walter Thompson Colombia)
Business Leader: Juanita Del Corral (J Walter Thompson Colombia)
Execution:
In the middle of a massive press conference Natalia took off her mask handing it to the press asking them to wear it so no other Colombian should. Showing the world her face for the first time. And the press did just that, kicking off a massive PR movement. Local and international news anchors, TV hosts, journalists, editors and news bloggers put on the mask. Followed by celebrities, artists, athletes, poets and influencers. The movement grew through a cross-media campaign: TV spots, outdoor, print, social media, content videos, first aid tutorials, short documentaries, and PR interviews getting a flood of free press from social and traditional media bringing the issue to light. Motivating individuals, groups and businesses to participate through the website or an app by using mask. A directs mail was sent to government officials and health care leaders, inviting them to put on the mask and to commit.
Outcome:
The campaign had a massive coverage creating a PR storm that extended from traditional media to social media. Local and international news anchors, TV hosts, journalists, editors, news bloggers, celebrities, artists, athletes, influencers and people used the mask, supporting the campaign and creating original content. More than 255 million impressions. More than 1 million dollars in free press and earned media in the first weeks. Thousands of people put on mask. In the end government officials and health care leaders Committed through national media by putting on the mask, from the countries first lady, to Mayors, Congressmen, district attorneys and doctors. The Chief of Police announced the creation of specialized squads to pursue acid attackers and bring them to justice. Hospitals are training staff in acid attack care Through Tutorial we created. The acid market is now controlled by the government just like guns are.
Synopsis:
Colombia is the country with the highest number of acid attacks towards women, a reality that was invisible until March 27th, 2014 When a video of Natalia ponce been attacked was shown in all news channelsBut she didn´t became a victim, she became a fighter for victim’s rights, recognize by all for the mask she wears, Convincing congress to pass a law that gives 50 year sentence against aggressors. But, the attacks continued and the aggressors weren’t being pursued.Now she had to rally a country to make her fight theirs, pressuring government to commit to this law and health institutions to provide the right care.
Campaign Description:
The Last Mask is direct marketing idea that a started a massive PR movement that aimed to rally a nation to make Natalias Fight the countries fight by pressuring Government to commit to this law and health institutions to provide the right care. The campaign kicked off with a direct message from Natalia Ponce her self, in the middle of national press conference Natalia surprise all by taking off her mask for the first time in public and in national media. Handing her mask to the press and the nation asking them to wear it so this would be the last mask any Colombian women would have to wear again and that is exactly what every one did Creating one of the biggest PR movement in the country.
Strategy:
Natalia Ponce is one of the most recognize persons in Colombia and internationally for been a victim of one of the most cruelest acid attacks, But she didn´t became a victim, she became a fighter against acid attacks victims in Colombia, recognize by all for the mask she has been force to wear becoming hear only face to the world. We decided that if change was really going to happen Natalia could not do it alone, she had to rally a country to make her fight theirs, pressuring government to commit to the law that congress had passed that gives 50 year sentence against aggressors and health institutions to provide the right care. if Natalis face is the only face against acid attacks in Colombia we had to make her face everyone’s face. And make her mask the last mask. we had to make everyone be our PR Plan.