ADVERTISING

Itau

Remembrance Walk

Agency: TBWA

Description

62% of paraguayans tend to ignore their own culture. And the figure is even higher among young people. “Recuerdo de Ypacarai”, the most famous guarania song in the world, turned 70 years old in 2019. Guarania is a musical genre created in Paraguay. This anniversary was an opportunity to reconnect Paraguayans with their culture.
“Paseo del Recuerdo” is a musical installation that allows anyone to play the notes of “Recuerdos de Ypacarai”, just by passing the palm of the hand over the keys. This is a permanent installation made by artist Fernando Ambere Feliciangeli donated to the city of San Bernardino, Paraguay. It stands at Ypacarai Lake, the inspiration for the song and the summer capital.

This professional campaign titled 'Remembrance Walk' was published in Paraguay in June, 2019. It was created for the brand: Itau, by ad agency: TBWA. This Experiential medium campaign is related to the Public Interest, NGO industry and contains 5 media assets. It was submitted about 3 years ago.

Credits

Advertising Agency: Oniria\TBWA, Paraguay
Artist: Ambere Feliciangeli
Chief Creative Director: Camilo Guanes
Executive Director: Daniel Achaval
Producers: María Paula Jara, Julio Acosta
Creative Directors: Andrea Ferreira, Najib Brozzon
Art Directors: Nathalia Pera, Santiago Valdez
Creatives: Paloma Sella, Marcelo Rodríguez, Grisel Ramírez, Diego Mendez Carolina Alarcón Heads Projects: Yamile Miserlián
Project Managers: Romina Gamarra Paz Lugo. Audiovisual producer: Synchro Image

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