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Sebastian Arrechedera of Rainbow Lobster: The prizewinning campaignSentencia Libertad raises awareness of an unfortunate problem in Mexico
Liz Unamo| 9 de febrero de 2022
Sebastián Arrechedera
The advertising campaign Sentencia Libertad (Sentenced to Freedom) won a total of five awards for Reenter in Mexico’s 2022 Circulo de Oro. The work developed by the Made agency and Rainbow Lobster was honored with gold for Best Use of Print, plus silver for Public Relations, bronze for Promotions and Startups, and another bronze for Best Use of Posters. “The awards, when we project them as honors for activism in communications, make it likely that more people will become aware of the problems they address. In this case we show that in Mexico more youngsters are recruited every day as cannon fodder in this war declared by organized crime,” saidSebastian Arrechedera, founder of Rainbow Lobster. The campaign shows how youths deprived of their freedom draw pictures of their dreams upon their release from jail. Those dreams are then reinterpreted by artists and printed on the same paper as the kids’ prison sentences, so as to transform that tragic past into a very promising future. “In that way we create an art collection that creates awareness about an important reality in Mexico and also helps Reenter (an NGO that helps transform lives scarred by violence) collect funds in order to continue doing their good work,” Arrechedera said. He added that collaboration was key to the campaign’s success. “I find that working with Made is always a pleasure. Cristian and Yosu are like brothers of many years and together we have created many unforgettable ideas. Not for nothing did they win the Independent Agency of the Year award in this year’s edition.” He added that “when I opened Arrechedera Claverol some years ago, we were their competition so there was no way we could work together…but with this new model of collaboration with Rainbow Lobster, we have the chance of working as a collective with people I admire on projects from beginning to end, as was the case with Sentencia Libertad. I can say the same about the production company Humano, because Osmani was not only one of the artists working on the video, but also directed the documentary.”
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