BBVA Continental - "NO ONE CAN HEAR US"

Fahrenheit DDB Lima, Peru

2786

Brand: BBVA Continental
Country: Peru

Advertiser: BBVA Continental

Title	NO ONE CAN HEAR US
Agency	Fahrenheit DDB
Campaign	NO ONE CAN HEAR US
Advertiser	BBVA Continental
Brand	BBVA Continental
Date of First Broadcast/Publication	2016 / 2
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Story	NO ONE CAN HEAR US is the story of how ignored Peruvian bands made it onto FM radios in only 15 days. For many years, Peru has been generating high quality music but 95% of national bands are practically unknown because local radio stations only broadcast international mainstream music. The first step was to turn the bank into a radio station: BBVA RADIO, a space where our customers could listen to over 200 local bands offline and online. From here on we started a campaign that changed the history of Peruvian music. We invited BBVA Radio bands to play in Lima´s most important square but nobody was able to hear them because they were inside a soundproof glass box. NO ONE CAN HEAR US was the message printed on the box that invited hundreds of national artists to join in a nation-wide movement. This inspired millions of people to express their outrage about why radio stations had ignored local bands for so long and in only two weeks we achieved what hadn´t been achieved in decades. RPP, the largest radio network in Peru gave BBVA Radio a regular slot on their FM platform.
Philosophy	NO ONE CAN HEAR US is the story of how ignored Peruvian bands made it onto FM radios in only 15 days.
Problem	For many years, Peru has been generating high quality music but 95% of national bands are practically unknown because local radio stations only broadcast international mainstream music.
Result	RPP, the largest radio network in Peru gave BBVA Radio a regular slot on their FM platform.
Media Type	Direct Marketing
Length	120 seconds
Executive Creative Director	Ricardo Chadwick
General Creative Director	Sergio Franco Tosso
Art Supervisor	Luciano Leone
Copywriter	Hugo Elespuru
Art Director	Mari Torres
Account Director	Lissette Vargas
Agency Producer	Francisca Rivera