| Title | Spread the TEDx |
| Agency | Ogilvy Argentina |
| Campaign | SPREAD THE TEDx |
| Advertiser | TED |
| Brand | TEDxBuenosAires 2011 |
| Date of First Broadcast/Publication | 2011 / 4 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Tagline | OGILVY ARGENTINA CREATES “SPREAD THE TEDx” FOR TEDxBuenosAires |
| Philosophy | 50 Taxi drivers spreading TEDx’s ideas throughout the city Some weeks ago was carried out a second edition of TEDxBuenosAires, a series of talks of great thinkers, which works as a global forum to disseminate ideas for an audience of more than 1,300 people. Considering that TEDx’s community is still far away from common people in Latin America, the goal was to reach ordinary citizens in Buenos Aires with the inspiring ideas that were shared in TEDxBuenosAires. So Ogilvy Argentina created "SPREAD THE TEDx" to multiply the spread of these ideas. 50 taxi drivers were specially invited to all conferences and listened carefully to the speakers’ ideas. Since then, they are spreading these ideas around the city of Buenos Aires above their "SPREAD THE TEDx" taxis. No one better than taxi drivers, the city’s most popular and remarkable speakers, to talk and tell the people TEDxBuenosAires ideas, turning this way into a communication media. "Ideas worth spreading" is the slogan of the brand worldwide and this is what the "SPREAD THE TEDx" taxis are doing around Buenos Aires. The action was produced by Rebolution and documented by the Director Nicholas. Nubile. |
| Problem | Considering that TEDx’s community is still far away from common people in Latin America, the goal was to reach ordinary citizens in Buenos Aires with the inspiring ideas that were shared in TEDxBuenosAires. So Ogilvy Argentina created "SPREAD THE TEDx" to multiply the spread of these ideas. |
| Result | 50 taxi drivers were specially invited to all conferences and listened carefully to the speakers’ ideas. Since then, they are spreading these ideas around the city of Buenos Aires above their "SPREAD THE TEDx" taxis. No one better than taxi drivers, the city’s most popular and remarkable speakers, to talk and tell the people TEDxBuenosAires ideas, turning this way into a communication media. In 1 week, more than 7000 listeners, 7 times the TEDx Buenos Aires audience. |
| Media Type | Outdoor/Out of Home |
| Creative Team | Ignacio Flotta |
| Creative Team | Nicolas Vara |
| Creative Director | Maximiliano Maddalena |
| Creative Director | Javier Mentasti |
| Executive Creative Director | Gastón Bigio |
| Worldwide Chief Creative Officer | Tham Khai Meng |
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