MERCADEO

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

martes, 5 de noviembre de 2024

Image

Alejandro Kember de AMCI-LA: La TV paga todavía es redituable pero hay un cambio en las formas de consumo y en la manera de distribución

Image
VIPS

• Carlota Vieira de SIC: Aparte de las series seguimos trabajando con las telenovelas como la adaptación de Broken promise de Kanal D

• Frank Rodríguez, actor y productor: Inicia La Gran Fiesta del Cine Mexicano que es el festival que promueve el cine jalisciense y mexicano

• Directora Alba Gil de El secreto del río: Siempre he tenido experiencias positivas y de mucho diálogo con los ejecutivos de todas las plataformas

• De La ruta de Enrique a construir una empresa en EE UU con un catálogo de nueve series y un podcast

Julián Gil y Valeria Marín serán los conductores de los Premios PRODU de la Industria

Luego de los Premios PRODU de la Industria se realizará la PRODU 35 after party, powered by Intermedya

Ganadores Premio PRODU Industria

Premios PRODU de la Industria reunirá a los más importantes ejecutivos del entretenimiento iberoamericano

Image
ACTUALIDAD

• VIP 2000 TV y ZEE Entertainment invitan a su VIP Lunch Screening el jueves 21 en MIP Cancun

• Studio 100 International presentará su película Heidi: Rescue of the Lynx durante AFM en Las Vegas

Carlos Mesber de We Love Entertainment lanza fundación Yo Vivo en el Amor

Image
CONTENIDOS

• Película Bogotá: city of the lost se grabó en Colombia con equipo de 65 surcoreanos y 200 colombianos

Palabra de honor debutó por Canal 13 de Chile como lo más visto del domingo 3

• Mega sigue liderando la televisión chilena en octubre

Image
VIPS
Image
Image

El actor y productor Frank Rodríguez, organizador de La Gran Fiesta del Cine Mexicano, festival de cine jalisciense y mexicano que se celebra por 12.ª vez en alianza con Cinemex entre el 8 y el 15 de noviembre en Guadalajara, explicó que buscan promover el cine hecho en Jalisco y en México, además de que este sea sostenible económicamente y animar a los jóvenes a tomar el camino de la producción audiovisual.

Image

Alba Gil, cineasta mexicana-canadiense, es la directora de la serie El secreto del río para Netflix que actualmente despunta en esa plataforma, así como de la película El diario, de Amazon Studios, que ha tenido gran éxito en México.

Image

Enrique Márquez tuvo un sueño hace más de 11 años: viajar con su mochila y grabar sus viajes para relatar sus aventuras a los sobrinos. De aquel sueño nació La ruta de Enrique. Desde entonces a hoy, Márquez creó LRE Holding LLC en EE UU y prepara un catálogo de ocho series de televisión y un podcast, con temáticas sobre viajes, comida, religión, realities y concursos, dirigidas al público de EE UU y Latinoamérica.

Image
ACTUALIDAD
Image
Image
Image
CONTENIDOS
Image
Image
Sergio Lagos y Karla Constant
Image