MERCADEO Versión en español
Hernán Churba of Concreto Films: Connect the shots was a real and wonderful story for its capacity of surprising children
Manuela Walfenzao| 19 de mayo de 2016
La iniciativa se desarrolló en la colonia Tepito de Ciudad de México
Hernan Churba, Director at Concreto Films shot the latest spot for the NPO The Non Violence Project: {Connect the Shots;www.produ.com/publicidad/videos/index.html?Noti=11059}. Together with an urban artist, he visited the racked by violence Tepito colony in Mexico City, to perform a mural-game with local children and promote good citizen practices for the community. Churba shared this experience with PRODU. “It was a heavy project but fascinating. Ive worked in very complex locations in Argentina, but Tepito is one of Mexicos most dangerous and complex places. We filmed in the heart of the colony where armed confrontations are very common. The outcome was very nice” he said. “In the last years Ive worked a lot in the social front -mostly personal projects- but now many of these initiatives come from advertising.” For Churba advertising always draws its own path according to consumers needs. But he is concerned that making up social cases to send them to festivals has now become a trend. “Is great that companies attend to social needs, but when the agency becomes a star, the project becomes useless. Connect the Shots was a real story, that we developed together with McCann Mexico, and it was wonderful because the children were surprised, the art is on the walls, and it had a real impact in the local environment.” Churba has a wide experience within the Mexican advertising market, but he is grateful for all the opportunities the country has given him for his personal projects.
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