The NEW CategoryEntrant:
Credits Media Type: Websites, Mobile, Direct, Radio Corporate Name of Client: Claro Client Account Director: Jose Jorge Castillo Agency Account Director: Gustavo Alejos Agency: Ogilvy Guatemala, Guatemala Chief Creative Officer: Ramiro Eduardo Executive Creative Director: Miguel Mayen Creative Directors: Ruben Leyton/Herberth Monterroso/ Jorge Perez/Jose Contreras Copywriters: Ramiro Eduardo/Miguel Mayen Art Director: Francisco Coutiño Planner: Maria Andrea Salvadó
Basic description of the project: Backgroud:
Guatemala's internal migration rates have caused 70% of the population to be settled in the main urban cities, half of them immigrating from rural villages.
Mayan dialects have given birth to the names of many of Guatemala’s towns and cities. We turned those names into RINGTOWNS, imitating the ringtones found in mobile phones, while making them available to consumers for free. 30+ RINGTOWNS that used the names of some of the 1,500 towns and cities throughout the country where Claro's coverage can reach.
RINGTOWNS spread Claro’s coverage message turning every incoming call or sms into a commercial.