La campaña se llevó un bronce en los últimos U.S.H. Idea Awards
The first place in the U.S. ranked with the highest rate of HIV infections is Miami-Dade County. 54,000 Florida International University (FIU) students are at risk, especially when HIV can remain undetected for as long as 10 years and a limited number don’t get tested. This situation inspired FIU and Dieste to create the Unnoticed Radio Campaign that shows how easy it is to overlook HIV. Aiming to encourage students to get tested and further spread the message among their peers, Dieste created a radio experiment. The agency produced ads recreating dating situations using FIU students as talent, where not just one voice was used to represent a character, but 5 very similar voices performing the role of one single character. “It was an interesting production, beginning with the fact that real students participated. Not actors. And to see how even they were surprised by the message. We accomplished our goal even during production” said Leirum Rivas, Copywriter at Dieste. The creative team played with the fact that students weren’t aware that their voices would be at some point replaced with different voices with the same tone and register, that way going unnoticed. The campaign took Bronze at the last U.S.H. Idea Awards. “It was a nice challenge and reaching the shortlist at Cannes and winning at U.S.H. Idea Awards pleases us, but we know that there’s more work to do, we have to make students not only hear or see the message, but experience it as well” said Víctor Vetancourt, Associate Creative Director at Dieste.
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