2017
Gabriela & Violet
During 2017, GAM's Communications and Marketing team created the Gabriela & Violeta, on the occasion of the centenary of the Chilean singer-songwriter. A digital curation and brand action that highlights two Chilean women, whose messages are contingent today. Gabriela Mistral receives the singer-songwriter at the cultural center that bears her name (GAM), and invited her to experience today's Chile. The protagonists, made of wool by the scenic designer Macarena Ahumada, toured the building and other locations on a journey through the arts, their stories and social criticisms.
This campaign enhanced the collaborative spirit between institutions, since it had the sponsorship and support of the Violeta Parra Museum, the newspaper El Mercurio, Metro de Santiago, Santo Crochet, CNN Chile and the University of the Americas.
With a low budget used in the making of the small dolls and with a high return on investment, this campaign was translated into online and offline actions: web series, social networks, viral, banners, stickers, flyers, landing page, installation in a building, installation in the Santiago Metro, press publications, a spot on CNN Chile, advertisements, among other products detailed below.
“Perhaps the most attractive thing about this project is how the bond with both grew as I wove them. Due to scale and size, it was inevitable to talk to them and treat them like the ladies they are.”
— Artist Macarena Ahumada.
Web Series
In March, the first episode of the web series was released, the first digital piece that begins the campaign. The fictional series, with the motto and slogan #NeverNosFumos, was made using only cell phones and managed to produce a meeting between these Chilean artists who did not get to know each other, but who in their different disciplines made strong social criticisms.
The chapters were recorded entirely by the cultural center's communications team to generate loose and playful episodes, independent of each other and that invite you to get to know these two great women in a facet never seen before.
Chapter 1: “The Meeting”
In the first episode, we see Gabriela in GAM, living in the Library, walking through the squares. Violeta leaves the Museum that bears her name, walks along the Alameda until she meets Gabriela.
Chapter 2: “The birthday”
In this episode, Gabriela will organize a celebration for her birthday where we will see her prepare and summon her guests via WhatsApp. Violeta will arrive at the party and give him a guitar. Everyone ends up sharing with the boys who dance in the GAM squares.
Chapter 3: “The new friend”
In chapter three, Violeta will invite Gabriela to her museum, but both will not be alone. The GAM wicker fish will be a new companion who will follow them on their adventures, learning about the legacy of the singer-songwriter and her works.
Chapter 4: “Presidential Debate”
In the last chapter, Gabriela and Violeta are interviewed “as two new presidential candidates” by journalist Mónica Rincón emulating CNN Prime. In the middle of the election season, they comment and debate on issues such as child protection, inequality, gender violence, discrimination and corruption. Their answers are verbatim quotes that the artists said in life.
Gabriela beyond
Gabriela de lana became such a beloved character that she was the GAM ambassador for many actions during the year and was photographed with some of her friends who visited the cultural center.
“At GAM we have promoted the issues of inclusion, gender parity and indigenous peoples. It then emerged very naturally to link Gabriela and Violeta in a web fiction and 'make them grow' for this new installation that we hope will be a great postcard for the entire public.”
— Pamela López, GAM programming director.
With Gabriela we also celebrated GAM's 8th birthday and Dance Day.
in the press
Graphic pieces
Social causes
Accompanied children, diversity and inclusion and no more femicides, are the three flags that the GAM cultural center decided to highlight on its façade that faces the Alameda. From Friday, August 4, passers-by will be able to read the message “Culture we are all”, with the campaigns alluding to “Children are no longer alone”, “Not one less” and “Diverse Chile”.
The communication action seeks to highlight three themes related to the GAM identity that have been present in its mediation, education and artistic programming strategies.
“Social revolutions are real when in our personal lives we change our attitude towards issues that were previously invisible. Culture must speak out and the GAM façade will not be a silent witness. We chose the three slogans because they identify us in content and urgency.”
— Felipe Mella, GAM executive director.
The cultural center, in its seven years of life, has worked on issues of migration, inclusion, children at social risk and diversity; The artistic work of women and indigenous peoples has been highlighted and artistic projects directed by people with physical or cognitive disabilities have been developed.
“That the message remained within GAM was not enough,” comments Ximena Villanueva, director of communications, and adds: “It became necessary to externalize it on its façade, which is considered a natural means of communication because it is large and because it is located on the main avenue of Santiago, where marches, celebrations take place and the social pulse of Chile can be felt.”