Vida Mujer - "A Love Song written by a murderer"

Circus Grey

Circus Grey Lima, Peru

Awards

10176

This ad is part of the ACT Responsible Collection

Brand: Vida Mujer
Country: Peru

Advertiser: VIDA MUJER NGO

Title	A Love Song written by a murderer
Agency	Circus Grey
Campaign	A Love Song Written by a Murderer
Advertiser	VIDA MUJER NGO
Brand	Vida Mujer
Date of First Broadcast/Publication	2017 / 4
Business Sector	Others
Tagline	Violence against women
Story	In the last four years 482 women has been killed by their partners. In most cases a chilling pattern appears: Perpetrators apologize with sweet loving messages. The brief was to do a big action that shows women that is absolutely dangerous to give a second chance to an abuser. The main objective was to start the conversation about this problem and to explain people that behind beautiful words there´s sometimes ugly intentions. Vida Mujer invited Diego Dibos, the most important romantic songwriter of Peru, to participate in this idea. We gave him an apologize letter written by a man before he killed her and Diego created a beautiful romantic song that was a word by word transcription of the letter. It was launched as his new single in the radios, concerts but most importantly in his social media account where he have thousands of fans. When the song became famous and was shared by a lot of people he used all his social media to create a big bang. He told the truth about the song to society and started a nationwide discussion that became huge in the country.
Media Type	Public Relations
Length	137 seconds
Creative Director	Charlie Tolmos
Creative Director	Celso Zelaya
Creative Director	Nicolás Soto
Copywriter	Gonzalo Aste
Chief Creative Officer	Juan Carlos Gómez de la Torre
Art Director	Francisco Valenzuela
Art Director	Giancarlo Rodas
Agency Producer	Gabriel Cano
Director	Antonio Sarria
Assistant Director	Pedro Garcia Zamalloa