MERCADEO Versión en español
LatinWorks Alejandro Egozcue: Cine Las Americas radio campaign is so well produced that you do not realized it is a commercial
3 de junio de 2014
Gómez: El hacer las cosas bien ha tenido buenas resultados y nos ha generado un lazo estrecho con LatinWorks
Alejandro Egozcue, LatinWorks creative head and Luis Gomez, Personal Musics Audio and Sound engineer, talked to PRODU about the development and production of radio pieces for the annual campaign of Cine Las Americas, client that has brought them valuable prizes in different festivals both the Hispanic agency and the music producer.The concept of this campaign has the objective of stimulating the consumer about the idea that Latin American reality is so bizarre, how movies born from it can be, Egozcue commented.LatinWorks creative team noticed that many of the politicians, Latin American presidents among them, have similar behaviors to the way rappers talk. From that point, the campaign, that shows the reality of Latino countries through not so appropriate phrases of their political leaders, was made. In this opportunity, declarations from Argentinian President Cristina Fernandez were used, to compose the radio spot {Droga;https://vimeo.com/latinworks/review/93278061/6622288a2e}, awarded with a golden sun in FIAP and in the USH Idea Awards. Also, {Dinero;http://vimeo.com/latinworks/review/93277781/7bb65be0bd}, with declarations from Mexican member of the parliament Andres Granier, was made and {Sexo; https://vimeo.com/latinworks/review/93278291/5d21c0fc43}, using President Evo Morales words.Our politicians sound and act like hip hop artists, so we decided to take their words and transform them in rap songs, so well produced and made that you do not notice that it is a radio commercial, Egozcue added.The last three years, Personal Music has been the producer in charge of working with LatinWorks for Cine Las Americas campaigns. To do things right has always given good results and has created a tight bond with LatinWorks, Gomez said.
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