CityMe, the app that provides virtual and audible guides in different cities, has entrusted creative agency Leo Burnett with the creation of its launch advertising campaign, entitled “Shit happens in every city”.
The campaign aims to encourage all those who had a bad experience in a city to rediscover and reconcile with it through CityMe. This app, founded by Guido Schinocca and Enoc Armengol together with a team from the media group VICE, makes you experience places differently through its virtual, audible, expert, and local guides, who narrate to the user, in audio format and through geolocation, everything relevant that happens around them as they walk through a city.
The short film, directed by filmmaker Imanol Ruiz de Lara and produced by Antiestático, narrates in three acts a couple’s visit to Madrid, interrupted by the storm Filomena, and reflects how the particular circumstances of a trip can change the concept of that place. The protagonists, through this app, manage to reconcile with the city years later, closing with the campaign’s final idea “No city should let you down”. The piece is made in artistic code, to convey the tone of the content and usability of CityMe.
The campaign also invites people to share a bad travel experience in the app’s reviews in exchange for a code to activate a city’s Premium format for free.
Gastón Guetmonovitch, chief creative officer of Leo Burnett Madrid, notes that “with this campaign, we wanted to reflect the vision of the urban tourism offered by CityMe, a reality that does not start from the typical idyllic and almost unreal images we are used to but assumes that there are negative experiences and wants to help users rediscover the incredible aspects that a city can offer.”
CreditsClient CityMe Agency Leo Burnett Madrid Gastón Guetmonovitch, Dani Saenz, Juan Frías, Albert Rius Antiga, Henrique Leite, Daniel Marco, creative team. Production Company Antiestático Imanol Ruiz de Lara, director; Matías Dumont, Matías Aisen, Santi García, production. Music Diego Jacobina Sound Design Beat Music Madrid Postproduction La Zapatilla Roja
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More