ADVERTISING

Missing Children

CelebriLies

Agency: Almacén

Description

On Friday night, a snapshot of two well-known Argentine influencers, Juli Poggio - ex Big Brother - and Grego Roselló - host of a famous Argentine streaming channel-, walking hand in hand, began to circulate on social networks. In the image, the host could be seen wearing a very special t-shirt, with a boy’s face stamped.

The news about the possible romance went viral in social networks rapidly and reached the main entertainment portals of the country, reaching more than 6 million views in just one day.

Fake news go viral six times more than real news, and are retweeted by 100 times more people. Based on this information, the Argentine independent agency Almacén together with Missing Children developed this action to spread the image of David Capli, a teenager who disappeared in 2021 and has been searched for more than two years, to achieve a high impact in massive media.

On Saturday afternoon, the protagonists Juli and Grego revealed on their networks that the viralized photo was a Missing Children campaign to make visible the searches of missing children: "By sharing the photo, you helped us to viralize the face of a missing child (seen on my T-shirt) who has been searched for several months. Like him, there are many others waiting to be found. We can all help to make this possible, if in addition to viralizing romances (which can obviously be fun) we viralize these searches", adds Grego Roselló.

“Thanks to the action, after two years, David’s mother could tell about her search in an interview on national television. And more than 6 million people saw David’s face and learned that his mother and Missing Children are looking for him”, says Walter Onorato, partner and CCO of Almacén. "We took advantage of the viralization to put the search for missing children on the media and social networks agenda."

Missing Children currently has more than 60 active searches. They can be viewed at https://www.missingchildren.org.ar/

You can help very easily by following their Instagram @missingchildrenArg and Twitter @banderablancaMC accounts and learn about the active searches.

This professional campaign titled 'CelebriLies' was published in Argentina in April, 2024. It was created for the brand: Missing Children, by ad agency: Almacén. This Integrated medium campaign is related to the Public Interest industry and contains 3 media assets. It was submitted 6 months ago.

Credits

Client: Missing Children
Agency: Almacén
CEO: Daniel Onorato, Caio Lucini
CCO: Walter Onorato
ECD: Damián Palopoli, Santiago Ledesma
Art Director: Luciana Komjati
Copywritter: Dimas Benítez Netto
Acount Director: Federico Mauri
Acount Executive: Mariana Bermejo
Producer: Marcelo Soruco
CDO: Andrés Scarola
Community Manager: Candelaria Blanco Medina
Coordinator: Silvia Bruno
Responsible for the advertiser: Ana Llobet y Marcela Escoda

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