Álvar Suñol, VP sénior y director creativo ejecutivo de ALMA
Alvar Suñol, senior VP and executive creative director of ALMA spoke with PRODU about the pro bono campaign conducted for {AARP;www.aarp.org/caregiving y www.aarp.org/cuidar} association, through which people who care for a family member or friend are invited to visit the official website of AARP in which they can find tools and resources, and can connect with experts and other people in the same situation.”We wanted to communicate about this tool, for those who have to deal with older people and suddenly live situations that do not know how to resolve, and this tool gives them hints and tips on how to act” Suñol explained.To carry the message, ALMA developed an idea based on the cycle of life. “The more we grow older, the more we behave like children, and we show that life is a cycle that begins and ends in much the same way. It is a very simple and very conceptual in execution, but full of emotion and truth,” he said.The campaign consists of two TV commercials (Bath and Spoon), radio, print and digital. For the commercial, they had the narrative talent of the director Esteban Sapir. “Esteban is a director who is very sensitive to these things, so the casting was critical to the message we wanted to convey” Suñol said.Since its launch, the campaign has had very good feedback from the Ad Council and AARP. “The first prize and the most important thing is that the reaction of people on the street we have you won because we have reached people,” he said.
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