MERCADEO Versión en español
Leo Burnett México shifts promotion of reading with Book Dancing
Manuela Walfenzao| 1 de junio de 2015
Book Dancing promueve la lectura a través del reggaetón
The Instituto de Investigación Filológico de la Universidad Nacional Autónoma de México (UNAM) appealed to the Mexican branch of Leo Burnett to seek a solution to encourage reading among young people, since Mexico is one of the countries with the lowest reading rates worldwide.The agency realized that young people do not like to read but do like to dance so they decided to create Book Dancing. In Alliance with Dj Chango, an important reggaetón producer, and based on the rhythms poems have, they created a song stemming from the Mexican poem Acatitla. Then they got the song to be placed at discos, bars, underground parties and on the Internet. After the event they told young people that the song was based on a book and gave away books at the parties.The idea, that is participating in the 2015 Cannes Lions Festival, impacted every Mexican media and went viral on social networks. The creatives behing Book Dancing are: Fernando Bellotti, Regional Creative Director; Alexis Ospina, Creative Director; Gerardo Arias Cuerna, Associate Creative Director; Hugo Moreno Mojo, Associate Creative Director creativo ; Gerardo Arias Cuerna, Art Director and Hugo Moreno Mojo, writer. The producing company that recorded the experience on video was One Films, Luis Medrano directed and Sora Ramos was in charge of the executive production.Did you like this piece? Share your opinión with #PalpitandoCANNES and follow us in @PRODUPublicidad
