Jpgc Foundation: Chocó To Dance [spanish]

Credits & Description:

Agency: Mullenlowe Ssp3
Brand: Jpgc Foundation
Country: Colombia
Advertising Agency: Mullenlowe Ssp3, Bogotá D.C.
Entrant Company: Mullenlowe Ssp3, Bogotá D.C.
Media Agency: Mullenlowe Ssp3, Bogotá D.C.
Pr Agency: Mullenlowe Ssp3, Bogotá D.C.
Production Company: Mullenlowe Ssp3, Bogotá D.C.
Additional Company: Mullenlowe Ssp3, Bogotá D.C.
Chief Executive Officer: Angel Tíjaro (Dasigno)
Art Director: Sandra Guzmán (Mullenlowe Ssp3)
Developer: Diego Fernández (Dasigno)
Ux/Ui Design: Esteban Romero (Dasigno)
Chief Executive Officer: Francisco Samper (Mullenlowe Ssp3)
Producer: Claudia Escobar (Diptongo)
Worldwide Creative Director: José Miguel Sokoloff (Mullenlowe Group)
Art Director: Cristian González (Mullenlowe Ssp3)
Creative Director: Guillermo Siachoque (Mullenlowe Ssp3)
Client Service Director: Juan Pablo García (Mullenlowe Ssp3)
Director: Julián Duque (Diptongo)
Qa /Tests: Luz Adriana Oviedo (Dasigno)
Account Director: Olga Castillo (Mullenlowe Ssp3)
Art Director: Andrés Mauricio Carvajal (Mullenlowe Ssp3)
Art Director: David Becerra (Mullenlowe Ssp3)
Executive Creative Director: Carlos Andrés Rodríguez (Mullenlowe Ssp3)
Agency Producer: José Vicente Altamar (Mullenlowe Ssp3)
Editor: Jonathan Bolivar (Mullenlowe Ssp3)
Creative Director: Juan David Arboleda (Mullenlowe Ssp3)
Copywriter: Luisito Giraldo (Mullenlowe Ssp3)
Campaign Description:
We decided to export the gift of happiness and dance, in exchange for funds to scholarships.We changed education for education.
Strategy:
The developed world has much easier access to education. Unfortunately that small corner of Colombia doesn't have access to that opportunity, but there is something that its population knows how to do very well and that many in the developed world don’t master: dance. Colombia is well known for being one of the countries with the highest happiness indexes in the world, according to many pieces of research and surveys. And that happiness is both influenced by and manifested in something that its people do very well naturally, which is to dance.
Execution:
We created a web platform that captured the best dance moves of people in Chocó’s streets. We turned these steps into a social business with more than 100 dance lessons from the main tropical dance genres. With a small investment of US $9.99, people around the world can learn to dance, and at the same time, young adults from Chocó can go to university.
Outcome:
Our Chocó to Dance campaign reached 2.000.000 people in the first 3 weeks and was viewed by 250k organically, It crossed our continent in 2 days, and engaged citizens from Australia, Kenya, New Zealand, United Arab emirates, Argentina, Vietnam, Sweden Russia and 76 other countries and 700 cities.-25000 people around the world have paid for the lessons and learned to dance, and still counting.-54 young adults from Chocó have been able to start university. -In the first week of launching, we reached 2.5 million people in an organic way.-Many Colombian celebrities around the world have joined the campaign.
Synopsis:
The Juan Pablo Gutiérrez Cáceres Foundation manages and grants scholarships to young, low income Colombians so they can gain access to post-graduate courses (masters degrees and PhD’s) in Colombia. The JPGC Foundation and the country’s top universities have joined up to grant financial support for the education of students who excel in both academic and human qualifications. The JPGC Foundation had set its mind on raising funds to support the education of young adults in one of the world’s poorest regions: Chocó (Colombia).