COLEGIO LAS LOMAS ORAL: RAISING VOICES [spanish subtitles]

Credits & Description:

Title: Rising Voices
Titulo: Oídnos
Type of entry: Product & Service
Category: Charities
Advertiser: COLEGIO LAS LOMAS ORAL
Marca: Colegio Las Lomas Oral
Product/Service: COLEGIO LAS LOMAS ORAL
Agency: OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA

Client: COLEGIO LAS LOMAS ORAL
Product: COLEGIO LAS LOMAS ORAL
Entrant: OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
Type of Entry: Product & Service
Category: Charities
Entrant Company : OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
Advertising Agency : OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
Production Company : ORUGA CINE Buenos Aires, ARGENTINA

Executive Creative Director: Javier Mentasti (Ogilvy/Mather Argentina)
Executive Creative Director: Maximiliano Maddalena (Ogilvy/Mather Argentina)
Head Of Art: Diego Grandi (Ogilvy/Mather Argentina)
Creative Director: Juan Pablo Carrizo (Ogilvy/Mather Argentina)
Creative Director: Patricio Elfi (Ogilvy/Mather Argentina)
Art Director: Micaela Gallino (Ogilvy/Mather Argentina)
Copywriter: Alejandro Juli (Ogilvy/Mather Argentina)
Head Of Planning: Rodrigo García (Ogilvy/Mather Argentina)
Planning Director: Marcos Sánchez Casares (Ogilvy/Mather Argentina)
Executive Account Director: Natalia Noya (Ogilvy/Mather Argentina)
Account Executive: Celina Correa (Ogilvy/Mather Argentina)
Executive Chief Of Production: Valeria Pinto (Ogilvy/Mather Argentina)
Agency Producer: Viviana Simone (Ogilvy/Mather Argentina)
Director Of Photography: Martin Levi (Oruga)
Editor: Javier Blaya (Oruga)
Executive Producer: Ioni Borisonik (Oruga)
Producer: Ariel Fainholc (Oruga)
Post Producer: Santiago Travi (Sin Sistemas)
Director Of Photography: Juan Costamagna (Sin Sistemas)
Music: Nectar Música (Nectar Música)

Describe the brief from the client:
'Lomas Oral School', a foundation that teaches deaf children to hear and finally talk, was in need of funds to continue their activities.
In Argentina, the Law 25,636 states that all national radio and TV signals must start their daily transmissions at 00.00 hrs with the broadcast of Argentina´s National Anthem. Aware of this law, we decided to use it in our favor. Our strategy was to create a direct experience between the children and the rest of the people nationwide. A new version of the National Anthem that collects performing rights royalties for its new performers: the children.

Creative Execution:
The succes of the campaingn was in the first place, finding a different way to use a law. But the most relevant thing was the fact that deaf children were singing to the whole country and collecting founds at the same time.
The result was, Argentinians being aware of what early stimulation can do on deaf kids, and the foundation wich make it possible, earning money for it.

Creative Solution to the Brief/Objective:
Our hearing impaired children recorded a new version of Argentina´s National Anthem that was later distributed to radios and TV channels nationwide. The new version quickly replaced the former ones. Radios and TV channels started playing our version of the anthem every day, at 00.00hrs, the performing rights are collected by the foundation.
With a single audio track a direct experience was achieved with millions of Argentines on a daily basis.

Results:
For the very first time, a medium is used to raise funds.As radios and TV channels played the new version, the foundation collected 20.3% more money than the amount collected in the same period the previous year. But money wasn't the only thing that happened, unexpectedly, Lomas Oral received a media exposure worth ARS 6,250,000.
We also achieved spreading the message of the foundation every day, nationwide.
It was described by one of the most important newspapers as 'The best version of the Natinonal Anthem'(Tiempo Argentino) and Universal Music became our record label,our song is now available on iTunes.