MERCADEO Versión en español
Tweets for eyes by Terán/TBWA for GNP Seguros
Manuela Walfenzao| 3 de junio de 2015
Gracias a los tweets de la gente GNP se realizó 71 operaciones de transplante de córnea
The Mexican agency Terán/TBWA created a campaign during the Soccer World Cup 2014 so that blind or visually impaired people could enjoy the conversation that took place on Twitter about the games. In alliance with GNP Seguros and two famous Mexican illustrators, {they created the web page;www.fueradelacancha.com} and promoted the initiative with a TV commercial. Using the hashtag #fueradelacancha the illustrators narrated the tweets and then they illustrated them to immortalize the most outstanding moments of the World Cup. The end purpose of the campaign was to reach a number of daily tweets that would pay for cornea surgeries for people with limited resources. That is where the title of the campaign Tweets for Eyes comes from. Thanks to people’s tweets, GNP made 71 corneal transplantation surgeries. The interaction left 246 million impacts on social networks and 1200 tweets per game. The idea, which will take part in the 2015 Cannes Lions Festival, was made by: Joaquín Maldonado, CCO of the agency; Pablo Guerrero and Óscar Casarreal, Executive Creative Directors; Pablo Cárdenas, Creative Director; Diego Verduzco, Associate Creative Director; Diego Zanassi, Carlos Ortega, Alonso Pérez and Alejandra Juárez, writers; Sergio Torres, Karen Dayan and Francisco Bautista, Art Directors and Marco Ávila, Creative Digital Director. Did you like this piece? Share your opinión with #PalpitandoCANNES and follow us in @PRODUPublicidad.
