Xtrim - "Love In Amorfinos"

Paradais DDB

Paradais DDB Guayaquil, Ecuador

1374

This ad is part of the ACT Responsible Collection

Brand: Xtrim
Country: Ecuador

Advertiser: Xtrim

Title	Love In Amorfinos
Title (original language)	Amor en Amorfinos
Agency	Paradais DDB
Campaign	Love In Amorfinos
Advertiser	Xtrim
Brand	Xtrim
Date of First Broadcast/Publication	2023 / 5
Business Sector	Personal Wireless Communication
Philosophy	Xtrim, the Ecuadorian brand dedicated to entertainment through different digital platforms, presents its case "Love in Amorfinos", developed by Paradais DDB, in order to communicate the launch of its new content platform focused on music and audiovisuals exclusively for Ecuadorian artists and collaborating to promote a great cultural change in the country. Amorfinos are a musical genre based on an ancient poetic tradition created in the countryside of Ecuador, in which a man and a woman declare their love for each other. Since their creation over 150 years ago, these songs have only been for heterosexual couples, leaving other types of love aside. Amorfinos are recognized as Ecuador's intangible cultural heritage and are taught in all schools in the country. Together with Grupo Manchecaña and members of the LGBTIQ+ community, Paradais DDB created the first amorfinos for same-sex couples for Xtrim. With well-known local artists and the composition of two musical themes, the set of songs were released on social networks, radio stations across the country, and various digital platforms. In a short time, they became anthems for the community and represented a cultural milestone for the country. In less than a month, more than 4 million were achieved in Free Press, more than 5,000 duets on Tik-Tok, and for several weeks they were the most requested songs on radio stations throughout Ecuador and reached #3 spot on the music charts.
Media Type	Case Study
Length	126 seconds
Advertising Manager	María del Carmen Buenaventura
Creative Chairman	Agustín Febres-Cordero
Chief Strategy Officer	Ricardo Medina
General Creative Director	Lupas Celis
Creative Director	José Serrano
Creative Director	José Reinoso
Art Director	Daniel Gabela
Planning Director	Solange Romo
Account Director	Maria José Pástor
Copywriter	Eduardo Hernández
Copywriter	Gabriela Ortíz
Copywriter	Yamir Zuñiga
Graphic Designer	Arianna Correia
Graphic Designer	Ana Cornejo
Graphic Designer	Camila Rojas
Graphic Designer	Sebastián Pulla
CONTENT MANAGER	Emilia Briones
CONTENT MANAGER	Juergen Peñaherrera
Audiovisual Producer	Christopher Valdiviezo
Account Executive	Cynthia Armijos
Account Executive	Denisse Briones
Account Executive	Juan Sebastian Endara
Production Company	Levector - Ideas in Motion