First-Person Emotions

2024 Clio Awards Silver Winner.

The independent agency Niña and Parque de la Costa have launched a campaign aimed at vividly conveying the sensations generated by the attractions of an amusement park.

"We knew that words are often insufficient to describe the experiences at Parque de la Costa. Adrenaline, euphoria, excitement—these words alone cannot capture it all. That's why, together with the Niña team, we set ourselves the challenge of constructing a campaign that could convey these sensations to the public as authentically as possible," said Sebastián Bulgheroni, COO & CMO for Latam of Fénix Entertainment Group.

At the heart of this idea was firsthand experience of the park. Thus, it was decided to have a broadcaster ride the roller coaster and capture their experience live. The challenge was presented to seven announcers, yet only one accepted. Eduardo Ferrari bravely took on the challenge, riding the roller coaster and recording a radio spot for the campaign on-site, while everything was documented by a camera placed in front of him.

Fermin Varangot and Artur Ziguratt, creative directors of Niña, commented, "We aimed to transform radio into a medium that conveys the lived experience at Parque de la Costa. Being the largest amusement park in Argentina, we wanted our communication to match its grandeur."

The campaign, which offers a sneak peek through the spot currently airing on the country's radio stations, will further expand to other formats such as digital and OOH (Out of Home).