Cannes Lions

TEDX

OGILVY & MATHER ARGENTINA, Buenos Aires / TEDX / 2013

Awards:

3 Bronze Cannes Lions
10 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

TEDx is a non-profit organization that spreads the ideas of the greatest thinkers. The problem in Latin America is that most people have no access to the internet, let alone our talks. This is a huge obstacle for TEDx that seeks inspiring as many people as possible. We needed to find a more popular approach to connect common people with TEDx.

So, we created a band to bring TEDx ideas to the masses and make them popular through music - the most popular all time media. The band “Grupo TEDx” was born to spread TEDx talks in the language of the people: Cumbia. We looked for musicians with this rhythm in their DNA, invited them to attend the talks and write songs of the ideas. This is how we introduced TEDx to people who’d never heard about it in the most natural manner: singing and dancing.

Then, we turned Ideas Worth Spreading into Songs Worth Spreading, then recorded a CD and went on tour. This strange mix of intellectual Cumbia attracted everyone’s attention: TV and Radio shows, public events, celeb parties, night clubs, magazines, sites and blogs.

Our beat was very contagious, even reached a Brazilian band that recorded our Cumbia in Portuguese.

The Band “Grupo TEDx” became an idea worth spreading and has been featured as a TEDx talk in Buenos Aires 2014.

And the best part, we can spread the TEDx talks to common people and inspired them with our ideas.

Execution

We created a band to bring TEDx ideas to the masses and make them popular through music - the most popular all time media. The band “Grupo TEDx” was born to spread TEDx talks in the language of the people: Cumbia.

We looked for musicians with this rhythm in their DNA, invited them to attend the talks and write songs of the ideas. This is how we introduced TEDx to people who’d never heard about it, in the most natural manner: singing and dancing.

Outcome

We introduced TEDx to people who’d never heard about it in the most natural manner: singing and dancing. With 1 band, 7 musicians and 30 shows we reached 962.000 listeners. 97 Times the audience of a single TEDx event. Without counting the people listening in cars, parties and ipods.

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2018, AMNESTY INTERNATIONAL

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