Dieste’s Ciro Sarmiento: In social networks you cannot know what calls the attention. It is an unpredictable formula

Ciro Sarmiento, executive creative director for Dieste, spoke with PRODU about his latest digital initiative, celebrating creativity on Halloween. #deADmen, besides being a social media campaign, paid tribute to the great personalities of the advertising industry of all time.”It was something that arose spontaneously among several of the creative team. We are always looking to generate interest and make excuses for fun, that was the goal. We found that mixing between Halloween and Day of the Dead is something that only happens in agencies like ours given the cultural diversity. We did not think it much and started it, to see how far it could go. We were very happy with the result,” Sarmiento told.The idea man said that response of social networks was unexpected. “In social media, we cannot know what calls the attention. It is an unpredictable formula. And although such things are of a short life, what we could control was a flawless execution, “he said.The initiative consisted of animated personalities such as skulls: Bob Greenberb; David Droga; Susan Credle; Lee Clow; Dan Wieden; John Hegarty; Gerry Graf; Amir Kassaei; Marcello Serpa; from which Droga, Graf Kassaei and Susan Credle retweeted the initiative. “It was well received in Latin America and specialized creative blogs of the industry,” Sarmiento said.The team responsible for the successful activity consisted of: Gustavo Zapata; Arturo Lee; Erick Rodriguez; Raul Mendez; Pancho Cardenas; Jesse Echevarria and Rufy Garcia.#deAdmen started in a {microsite;http://losdeadmen.com} and the in Instagram and Twitter.