Tuenti - "PITAYA ENG" by PHNX Awards 2020
Filter results by
| Title | PITAYA ENG |
| Campaign | Pitaya, the princess needs no saving. |
| Brand | Tuenti |
| Date of First Broadcast/Publication | 2020 / 3 |
| Product | Woman International Day Campaign |
| Story | Tuenti is a mobile phone company based in Argentina that focuses on young people. The brand seeks to address in a playful and organic way issues that are on the public agenda, especially for the young segment that the brand targets. We find that year after year, the struggle for gender equality is stronger. But not only in real life, even in films, books and games, women are labeled as "weaker sex". It is difficult to reverse paradigms and achieve cultural change in people. So, aware that changes start with youngsters, we went to the place where they spend most of their time: videogames. And we transformed a videogame into a media to give a message of empowerment to young women. During Women's Month, we released the first videogame that changes the traditional macho story, taking the princess out of the trophy place. We developed Pitaya, a game in which the princess rescues herself, so the player must play it from end to beginning. Our leading lady fights to overcome the attacks that women experience every day, for example: stigmatization, street harassment, social expectations and even vindicates all the princesses that were captured in old video games. Pitaya was the heart of a huge national campaign during Women's Month. The game was launched on Women's Day, March 8th, and was accompanied by banners, videos, social media contents, outdoors, events, activations and merchandising. Only on the first day, thousands of users played it on their phones and at the points of sale. We achieved more than 2,100,000 minutes played, on average more than 6 minutes per person. We were able to increase the number of new clients by +21% compared to last campaign. We increased our database of potential clients by 70%. We had an acceptance rate of 94% of the female public. But even more important, Pitaya became a new feminist icon of the struggle for women's empowerment. Site: https://www.pitayatuenti.com.ar/ |
| Length | |
| Agency | Wunderman Thompson BA |
| Advertiser | Tuenti |
| CCO | Sebastián Tarazaga |
| CCO | Dany Minaker |
| CEOr | Victoria Cole |
| Creative Director | Darío Ventura |
| Copywriter | Gastón Durán |
| Art Director | Matías Paglieri |
| Head of Art | Fernando Rossini |
| Graphic Designer | Sofía Pérez Rodríguez |
| Illustrator | Hugo Horita |
| Creative Coordinator | Paula Akel |
| Agency Producer | Josefina Espil |
| Head of Animation | Juan Camilo Meneses |
| Animator | Denise Di Franco |
| Technology Director | Mercedes Aizawa |
| Project Manager Lead | Bárbara Laffue |
| Game Developer | Javier Corra |
| Game Producer | Javier Corra |
| Web Design | Pablo Mendoza y Gastón Castro |
| Level Designer | Facundo Diaz |
| Web Developer | Pablo Mendoza |
| Production Lead | María Buenaño |
| QA | Paul Lopez Reyes |
| QA | Paula Piñel |
| Analytics | Yasnaia Reyes, Diego Viders, Sol Brero |
| Customer Service Director | Fabiana Antonelli |
| Account Direction | María Jazhal |
| Account Supervisor | Daniela Savoini |
| Content Strategy | Mayra Pereyra |
| Videogame Music | Jorge González Méndez |
| Videocase Music | Violeta Music |
| Advertiser supervisors | Rosario Fernández Saavedra, Carolina Estévez, Denise Martínez Marill, Inés Cobo Lavalle, Laura Bermúdez. |