How to make Mafe

Agency Network: 
March 2017


Lack of access to clean water kills more children than war, malaria, AIDS and traffic accidents combined. But this is not something that interests anyone on the Internet. In contrast, "How to" videos are still one of the most searched content on the Internet today. So we decided to create a series of interactive video tutorials of more than three hours in length where users can live in real time the day to day of people with drinking water supply problems. And, to show us how to make the Mafe, a typical recipe from Senegal, our protagonists had to leave at half a recipe to go for drinking water because there was not in the village. This is how we create the longest recipe ever. In another of the videos, some girls teach to play "Wari" a typical game of Burkina Faso. But before playing they have to help their mothers by going to get water out of the village, so the video also lengthens for 3 hours. The viewer can interact with the videos and skip the 3 hours or help to alleviate the problem with a donation or leaving his signature.

Digital advertisement created by BBDO, Spain for Oxfam Intermon, within the category: Public Interest, NGO.

Advertising Agency: Tiempo BBDO, Barcelona, Spain
Head creative director: Siscu Molina
Creative director: Marta Quirant
Art directors: Alfonso Palomo, Marc Solé, Laura Bellido
Copywriters: Albert Picanyol, Marta Quirant
Executive strategy and communication director: Maria Pilar Palos
Strategy and communication executives: Estibaliz Vicario, Carla Jeremias
Head of digital strategy: Anna Roca
Senior digital strategist: Azzahra López
Production company: Mamma Team
Directors: Pol Penas, Pablo Tosco
Post-production: Glassworks
Sound: XEVI Estudi
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kleenex's picture

Solid spot.

Activity Score 58777
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