MERCADEO Versión en español
Zubis Ivan Calle: When people see #SOSVenezuela, it touches the heart and that was our intention
28 de agosto de 2014
Iván Calle, director creativo ejecutivo de Zubi Advertising
Ivan Calle, Executive Creative Director at Zubi Advertising and Rosamaria Mussfeld, associate creative director, talked about the #SosVenezuela video with PRODU, a joint initiative with Jorge Colon, founder of Letca Films, with the aim of raising awareness to the world about the situation that occurs currently in Venezuela. “Basically, what we wanted to do was not only to create awareness among the people living in Venezuela, but those living outside. When you see it from a distance nothing touches you, and so we wanted to appeal to some people outside that something was happening,” Calle said.According to him, the post-video release reaction has been very exciting for the whole team. “When Venezuelans see the video, it touches their heart and that was the intention, but also people who are out, or is not Venezuelan, also shudders and we get their attention,” he said.Rosamaria Mussfeld and Armando Garcia developed the idea. “Armando and I began to exchange ideas and what called our attention was usually the problems in other countries always felt outside especially if you’re not from there, so we wanted to play with that duality, which can be seen as an act of courage or love for the country from the distance, but it is really an abuse of human rights” Mussfeld said. One of the most striking elements of the video is the original music, composed and produced by Pablo Caceres, founder of Indiehouse.
