In 2010, Argentina, Colombia and Chile all celebrated their bicentennial anniversaries. Latin American history is often told through the courage of its heroes and leaders but rarely through the eyes of the entrepreneurs who created the businesses that helped to develop the economies of the neighbourhoods, towns and cities. These entrepreneurs are part of the Latin American history as their ideas and perseverance brought progress to the region. They're businesses became the brands that are now an integral part of daily life in the region. To celebrate these unique and often overlooked individuals, Havas Sport and Entertainment wanted to honour their courage through a series of documentaries. The challenge was to develop a branded content audiovisual project for those brands that were founded by such entrepreneurs.
In 200 years of history, many brands have become part of the national identity of Argentina, Chile and Colombia. Their founders and the people who made it possible for the companies to play such large roles in the country legacies. A key element of this project was to make company founders, chairmen and general managers feel that their brand was part of the identity, culture and history of the country. The bicentennial was a great celebration but there were limited opportunities for brands to participate and show their contribution to these countries and their history. So we created a content format to give them a chance to show their worth in this celebration with a multi-brand and multimedia cycle: 181:0 Bicentennial.
The cycle was named 181:0 in a direct reference to the historic date of independence for the three countries (1810) and because of the length of each film: 3 minutes 1 second (181 seconds). Each film was hosted by a famous film or television actors from one of the three countries. The cycle aired through the Fox network with supporting material in national TV channels, radio, press and major cinemas in all three countries. In addition to the 181 second documentaries in TV and cinemas, there were one minute stories on national radio, press coverage for every brand involved in the project and a dedicated website with all the stories and brands.
The most important and historical companies, brands that had a story to tell, were invited to become part of the bicentennial celebration.
Trailer
Results
The cycle became the largest campaign of multi-platform branded entertainment in the region, with tailor made content for 50 brands broadcasted by key media players including Canal 13, Canal Caracol, Fox, FX, Cinecanal, Universal Studio, The Film Zone, National Geographic, Universal Channel, Fox Life, Utilísima, Speed and SciFi.
The content generated more than a billion impacts all across the region, including more than 250 mentions in press, internet, TV and radio news.
Some brands adopted the 181:0 documentaries in their welcome kits for new employees. Havas secured new brands as agency clients after participating in the project.
External links:
181:0 twitter