TitleWe are living offerings
Campaign We are living offerings
Advertiser ABInbev / Grupo Modelo
Brand Cerveza Victoria

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Media Type Branded Content
Production Company Ic.....ast Subscribers Only
Production Company P...o M...ico Subscribers Only
Post Production Ma.....tic Subscribers Only
Art Director I...el M..a Subscribers Only
Art Director Jo....an Ap....io Subscribers Only
Copywriter D....an R....rez Subscribers Only
Chief Creative Officer ..z T...or Subscribers Only
Chief Creative Officer D...o Ro.....uez Subscribers Only
Chief Creative Officer J....ca Ap.....iz Subscribers Only
Creative Director J..n P...o Ba....ar Subscribers Only
Creative Director M...os G...ia Subscribers Only
Creative Director B...m Ro.....uez Subscribers Only
Creative Director Al.....ro J...o Subscribers Only
Executive Producer R..a E...a Ar.....di Subscribers Only
Producer S...ia G...ez Subscribers Only
Planner I...l E...za Subscribers Only
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Chief Executive Officer (CEO) Ve....ica He.....dez Subscribers Only
Project Manager Lead R...�o Sa....al Subscribers Only

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This campaign takes audiences into the future of children battling cancer, a future in which, thanks to everyone's help, they have managed not only to beat cancer but also to become adults who have achieved their dreams, putting Mexico's name on high. 

Cancer in children is a reality that affects the entire world and Mexico is no exception. Casa de la Amistad (CDLA) is an association whose mission is to raise the life index of children and young people with limited resources who suffer from cancer in the country.

CDLA works daily to raise public awareness about early diagnosis and early care, as well as contribute to adequate and complete treatment for all those who are diagnosed and come to the Association. Currently, more than 1,200 patients are treated each year, but the need for donations is still crutial.

 "Future Talks", is a campaign of high impact where the limits of time are blurred, and the present and the future are united towards the same objective.                                                                                               

Hosted by Martha Debayle, the campaign brings a series of podcasts in which we learn about the great achievements of a soccer player, an astronaut, a Formula 1 driver, and a composer, four personalities destined to leave a mark in the history of Mexico.

As the interview progresses, the faces and voices of these adult heroes are transformed to reveal who they really are:  brave children currently fighting cancer. In this way, the future is shown in the present, and there is an invitation to donate and support the cause so that these children, and many more, can become adults who fulfill their dreams. 

"Using live technology such as Deepfake and Morphing, we tell the story of Martín, Alicia, Juan Carlos, and Carolina, showing how far these girls and boys who today have cancer could go, managing to fulfill their dream of becoming adults, but above all to beat the disease thanks to the help of donations. When we put the power of creativity at the service of society, we manage to create new realities and transform situations and lives. Future Talks is a call to help all these children who, in their fight against cancer, need us today, to think and dream of a tomorrow", said Rafael Reina, Chief Creative Officer of Ogilvy México & Miami.

Ariel Ariel Mosca, CDLA's Marketing and Communications Director, commented: "With this campaign, we want to raise awareness about the real and deep impact that the act of donating has. Sometimes we ask ourselves if a small contribution will make a difference. I assure you that yes, every peso counts. The children who are at Casa de la Amistad today have a bright future ahead of them. I invite you to be inspired by this campaign, I invite you all to be part of their story".

Martha Debayle adds "If every time we donate, we could see the impact we have on the life of a child with cancer, it would be much clearer to us that we are helping to build their future. This campaign reflects that dreams can come true if we all donate to Casa de la Amistad. It's time to help save lives and change the future.

Each of these stories is available on all social networks, on Martha Debayle's streaming and social channels, one of the most important KOLs in the world, and through Casa de la Amistad.

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