40 per cent of Argentinians are unaware of their cholesterol, despite it being one of the country’s biggest killers.
To promote their cholesterol-lowering drink, Vidacol, Danone via +Castro turned Buenos Aires’s famous Obelisk monument into a beating heart, during the Month of the Heart - It beated to the rhythm of its people.
Innovation directors: Nicolás Pimentel , Pedro Saleh
Creative team: Francesco Vicenzi, Darío Rodríguez
Digital director: Sebastián Zuddio
Innovation Strategist: Manolo Jofré
Innovation producer: Pablo Del Bosco
Tech developer: MID (Media Interactive Design)
Production company: Sake
Production team: Marina Arslanian, José Violante, Esteban Budassi
Advertiser supervisor: Mariana Volpellier, Rodrigo Chaimovich, Fernando Ragni, María Celia Lima (Danone) Héctor Gatto (Buenos Aires City Government)