Alicorp Bolívar Baby & Kids

Sound Names

Agency: VML Peru


In Peru, according to RENIEC (National Registry of Identification and Civil Status), there are people with peculiar names such as Chucky, Joker or Merry Christmas. According to specialists, far from being funny, such a name can have a negative impact on the construction of one’s personality, as our name is the first sign of our identity, and being called by the names mentioned before can generate future bullying or harassment.

Therefore, Bolivar Baby & Kids, the detergent that specializes in baby clothes care, has developed a way for babies to participate in the choice of their name: Sound Names. Taking advantage of the fact that babies in the womb can recognize pleasant sounds from week 29 onward, we turned name options into unique melodies with the help of music production software, which features a tool called “Piano Roll” that offers a distinctive visual representation of musical notes in a melody. We chose notes that form letters, thus giving sounds to the names..This way, mothers played the melodies to their babies, and upon perceiving a reaction from the baby, they knew that was the name they wanted to give them.

This professional campaign titled 'Sound Names' was published in Peru in April, 2024. It was created for the brands: Alicorp and Bolívar Baby & Kids, by ad agency: VML Peru. This Audio, Digital, and Experiential media campaign is related to the Household Products, Music, and Public Utility industries and contains 1 media asset. It was submitted 16 days ago by Senior Art Director: Fernando Guerra of VMLY&R.


Advertiser: Bolívar Baby & Kids
CPG Marketing and Innovation Vice President: Álvaro Rojas
Home & Household Care Marketing Director: Claudia Cornejo
Foods, Home & Household Care Marketing Director: Daniel Cuneo
Senior Marketing Manager: Ana Belén Espinoza
Integrated Marketing Communications Corporate Manager: Adriana Peña

Agency: VML Perú
Global Chief Creative Officer: Debbi Vandeven
Deputy Chief Creative Officer: Rafael Pitanguy
Chief Creative Officer LATAM: Nino Goldberg
Deputy Chief Creative Officer LATAM: Daniel Minaker
Deputy Chief Creative Officer LATAM: Sebastian Tarazaga
CEO: Eduardo Grisolle
CCO: Tin Sánchez
Creative Director: Carlos Fernández
Creative Director: Poke Meza
Senior Art Director: Fernando Guerra
Senior Copywriter: Kevin Torres
Senior Graphic Designer: Renzo Zapata
Production Director: Leoni Lizarzaburu
Producer: Katherina Vilcarima
Client Services Director: Sara Roif
Account Director: Anne Achata
Account Executive: Fabrizio Bullon
Social Media Manager: Solange Uchuya

Production Company: Cine70 Films
Director: Jeff Carrera
Photography Director: Julieta Sigot
Executive Producer: Giselle Bedón / Paola Pastrana

Audio Design:
Creative Musical Director: Rodrigo Malnati
Composer: Alonso del Carpio


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