A project produced by Wunderman Buenos Aires for Movistar, titled 'Maria’s Message' features interactive audio that changes after you place it close to your ear and hear the hidden desperate screams of help a friend can’t ignore. Maria’s Message aims to help fight against gender violence and encourages women to truly talk about their abusive situations.
Wunderman Buenos Aires and Movistar, a telecommunications company subsidiary of Telefónica Group, created a disruptive voice note: when listened aloud the conversation seems positive and trivial but when the audio is played with the phone close to the ear, another message is heard – one that tells the story of a woman in a violent situation, asking for help. The message was created in WhatsApp – the most popular app for chatting in Latin America.
Learn more at a dedicated website here.
“Being able to listen to what someone is truly saying is the powerful metaphor behind this idea. We are excited to have created a viral and non-intrusive campaign in WhatsApp, the most popular app for chatting in Latin America aimed to help fighting against gender violence,” said Dany Minaker and Patan Tarazaga, Wunderman LATAM chief creative officers.
Agency: Wunderman Buenos Aires
Executive Creative Directors - Wunderman Latam: Dany Minaker / Patan Tarazaga
Creative director: Juan Calvo / Sergio Paoletta
Art director: Ignacio Ramirez
Copywriter: Gerardo Wajchman
Head of AV: Maite Orlievsky
Agency producer: Josefina Espil
Animation: Camilo Meneses
Account directors: Fabiana Antonelli / Maria Jazhal
Client Service Director: Belén Yusso
Account supervisor: Fernanda Vales
Production Company: Ladoble
Director: Martín Donozo
Executive producer: Adrián Aspani
Colo: Anahí Piccinin
Editor: Francisco Kikuchi
Sound Designer: Italians Do It Better
Advertiser supervisors: Romina Martínez Battista / Almendra Ogdon / Florencia Panizoni / Agustina Iparraguirre / Alejandra Fonterosa