MERCADEO Versión en español

Jennifer Pollack and Gabriel Ferrer of alma hope that Global Citizen’s Wishful Thinking campaign will help close the inequality gap

Liz Unamo| 2 de junio de 2021

Wishful Thinking de Alma

Global Citizen’s Wishful Thinking campaign is a super ambitious project, since it seeks to get 100 million people involved in putting an end to extreme poverty between now and the year 2030, while overcoming the obstacles imposed over the past year by the Covid-19 pandemic, which has affected the entire world. The message promoted on Google was created by the multicultural agency alma. “During a global pandemic, any kind of creative project is a challenge. And this campaign is all about real people who have suffered its effects,” said Jennifer Pollack, group director of brand and consumer strategy at alma, For Gabriel Ferrer, creative director at alma, the challenge consists of finding a way to tell a captivating story about real people at a time when productions have more limitations than ever. “Though the folks in the commercial had been seriously affected by the pandemic, their enthusiasm when it came to telling their stories and helping others was truly inspiring.” “Let’s hope I could avoid badly ventilated areas, let’s hope I practiced social distancing, let’s hope I had had the resources to protect myself and others as well,” are typical of the thoughts that Global Citizen showed could be transformed, Pollack said. “When you work in advertising selling a product or service, the opportunities to use your creative message to do some good in the world don’t come all that often. But alma continuously seeks the occasions to do just that. Having the chance to work on a campaign that, with any luck, will change the lives of many people, is something very rare and motivating. As a campaign strategy, my mind is focused on creating empathy, which in turn makes me feel greater empathy at a personal level.” From a creative point of view, the director at In & Out Productions, Daniel Azancot, got the production going without problems. “Daniel was totally committed to the project and made it just as we had imagined: a series of stills in a powerful, emotionally moving film. And as is usual with these remote shoots, we stayed in continual communication by means of WhatsApp, Zoom and QTake, so that not one detail got away from us,” Ferrer said. With the final message, “Together we can turn these wishes into reality. Become a Global Citizen to increase equality,” the spot in 1 minute highlights the experiences of millions who cannot ensure the safety of their health due to their poverty. “The central theme of the story is that we should take nothing in our lives for granted. Many of us might be emerging from the pandemic, but many others might not. Many don’t have the option of working from their homes or of practicing social distancing because they have to support their families. They would love to have, at a minimum, the chance to follow the simplest rules to protect themselves. It’s important to remind people that it remains our responsibility to help others come out of the pandemic. If there’s anything we should all learn from this experience, it’s that we are all one and we must come out of this together to continue moving forward,” Pollack said. “The pandemic affects the vulnerable communities more and widens the gap of inequality. People with more resources, more income and greater access to vaccinations will do better than those who don’t have them. Global Citizen wishes to close that gap, and we believe that alma and this campaign do their bit to bring about positive changes,” Ferrer added.

Diario de Hoy

viernes, 27 de septiembre de 2024

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Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

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VIPS

• José Luis Sánchez de Natpe Global: Venimos a México a explicar qué es RealScreen Summit y las ventajas de participar en ambos eventos

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

• Productora Nidian Abella: SMARTFILMS me dio la posibilidad de difundir mensajes que resuenen con todos los públicos

PERSONAJE DE LA SEMANA

Roberto Stopello, showrunner y series developer de Netflix

Roberto Stopello es personaje de la semana en PRODU, tras la entrevista exclusiva ofrecida a Ríchard Izarra en #PRODUprimetime, donde reveló detalles de su nueva etapa profesional, después de dejar su cargo en enero de este año como VP de Desarrollo para México en Netflix. Ahora sigue trabajando en exclusiva para la plataforma, pero con mayor libertad y con la posibilidad de pasar tiempo de calidad con su familia. Además, puede vivir en Orlando, EE UU, donde están sus afectos.

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ACTUALIDAD

• Globo presenta al mercado internacional telenovela Manía de ti de João Emanuel Carneiro

• Shooting in Spain intensifica su presencia internacional para atraer rodajes a España

• Festival Internacional de Cine de Cartagena de Indias abrió convocatoria para la selección oficial de su edición 64

• ICEX España lanza la campaña Spain, Where Talent Ignites para potenciar la imagen internacional de la marca Audiovisual from Spain

El oráculo 35 años: Cecilia Gómez de la Torre

FIC Monterrey celebra vigésima edición con foco a reforzar su internacionalización

Diana Cobos del FIC Monterrey: Incrementamos la parte de Industria como parte del crecimiento del Festival

Arturo Sampson de Exile: Estrenaremos en Telemundo miniserie documental con J. Balvin que abordará temas mentales

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CONTENIDOS

• Mi pequeña princesa del catálogo de Latin Media lidera la audiencia en República Dominicana

• Netflix lanza documental argentino María Soledad: El fin del silencio el próximo 10 de octubre

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VIPS
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Natpe fortalece su propuesta como mercado con la incorporación de RealScreen Summit, dos mercados en uno, ambos a realizarse en la semana del 3 al 7 de febrero en el Hotel InterContinental de Miami. De esta manera, incrementa su propuesta de valor, al ofrecer un mayor acceso a distribuidores y compradores de EE UU y global, con el atractivo de nuevos contactos y negocios para el mercado latinoamericano. Otra ventana es que se distancia de Content Americas en el espacio de tiempo. Sobre estos temas habló en México José Luis Sánchez, gerente para Latinoamérica, EE UU y Global de Natpe Global, quien viajó a este país junto a César Díaz, en una cruzada de ventas y promoción del evento.

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ACTUALIDAD
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Gabz, Agatha Moreira, Chay Suede y Nicolas Prattes son los protagonistas de Manía de ti
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CONTENIDOS
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Mi pequeña princesa
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Netflix estrena el próximo 10 de octubre en todo el mundo María Soledad: El fin del silencio, documental argentino de Red Creek y Néctar Films sobre el femicidio de María Soledad Morales, a 30 años de su asesinato.

PRODU
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