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A Hidden City in Plain Sight

A Hidden City in Plain Sight

Natasha Smith

Natasha Smith

October 29, 2018

Kid photographers in Argentina capture all that’s good about their forgotten neighborhood.

"What we want to do with this campaign is show that we have more in common with the rest of the world than not."

Equipped with new LG smartphones, a group of neighborhood kids captures the best of their disadvantaged neighborhood—a place that’s been hidden from the global community since the late 1970s. Executive Creative Directors Nicolás Zarlenga and Federico Plaza Montero at HOY by Havas show how art can be a tool for true transformation.

 

How did Villa 15 get the nickname the “Hidden City”?

It was the year 1978, and Argentina was preparing to host the World Cup. The military dictatorship at the time decided that there were things in our city that they didn’t want all of the tourists to see. So, they built a big wall to hide an entire neighborhood. Since then, Villa 15 has been known as the Hidden City.

Why is it important to unveil the Hidden City?

What we want to do with this campaign is show that we have more in common with the rest of the world than not. We want to show that the Hidden City is a neighborhood like any other.

Who is the target audience for the campaign?

The LG Q6 cell phone is positioned as a smartphone for the people, with a broad target age ranging from 18 to 65 years. The campaign is aimed at attracting this audience. The more people feel challenged by the campaign, the better we will have done our job.

Tell us about PH15.

PH15 is an NGO launched in 2000 in the corridors of Ciudad Oculta (Hidden City) to give photography classes to the children of the neighborhood, with the belief that art is a tool for transformation. Through workshops, PH15 generates inspiration and provides a space for photography to become the privileged instrument with which to create, communicate, and connect with others.

"Art is a tool for transformation. These classes keep kids interested and, hopefully, off of the streets."

How and why did LG Electronics team up with the non-profit organization?

Because we are all photographers, thanks to our smartphones, LG decided to join PH15, convinced that maybe these photos allow us to reveal a bit of all that is often ignored, stigmatized, or excluded.

What is the message in this pictorial campaign from LG and PH15 to its audience?

Perhaps it will be that the photographs will give us back a perspective on those others who still live behind the wall.

Why was it important to have neighborhood kids take the photos?

Art is a tool for transformation. These classes keep kids interested and, hopefully, off of the streets. Also, it gives them a tool for their future, a potential job skill.

How will this campaign live on in the future?

Hopefully, we can get more donations for PH15 kids and work together on a second campaign. For now, everyone has the opportunity to buy these kids’ photographs.

"What we want to do with this campaign is show that we have more in common with the rest of the world than not."

Equipped with new LG smartphones, a group of neighborhood kids captures the best of their disadvantaged neighborhood—a place that’s been hidden from the global community since the late 1970s. Executive Creative Directors Nicolás Zarlenga and Federico Plaza Montero at HOY by Havas show how art can be a tool for true transformation.

 

How did Villa 15 get the nickname the “Hidden City”?

It was the year 1978, and Argentina was preparing to host the World Cup. The military dictatorship at the time decided that there were things in our city that they didn’t want all of the tourists to see. So, they built a big wall to hide an entire neighborhood. Since then, Villa 15 has been known as the Hidden City.

Why is it important to unveil the Hidden City?

What we want to do with this campaign is show that we have more in common with the rest of the world than not. We want to show that the Hidden City is a neighborhood like any other.

Who is the target audience for the campaign?

The LG Q6 cell phone is positioned as a smartphone for the people, with a broad target age ranging from 18 to 65 years. The campaign is aimed at attracting this audience. The more people feel challenged by the campaign, the better we will have done our job.

Tell us about PH15.

PH15 is an NGO launched in 2000 in the corridors of Ciudad Oculta (Hidden City) to give photography classes to the children of the neighborhood, with the belief that art is a tool for transformation. Through workshops, PH15 generates inspiration and provides a space for photography to become the privileged instrument with which to create, communicate, and connect with others.

"Art is a tool for transformation. These classes keep kids interested and, hopefully, off of the streets."

How and why did LG Electronics team up with the non-profit organization?

Because we are all photographers, thanks to our smartphones, LG decided to join PH15, convinced that maybe these photos allow us to reveal a bit of all that is often ignored, stigmatized, or excluded.

What is the message in this pictorial campaign from LG and PH15 to its audience?

Perhaps it will be that the photographs will give us back a perspective on those others who still live behind the wall.

Why was it important to have neighborhood kids take the photos?

Art is a tool for transformation. These classes keep kids interested and, hopefully, off of the streets. Also, it gives them a tool for their future, a potential job skill.

How will this campaign live on in the future?

Hopefully, we can get more donations for PH15 kids and work together on a second campaign. For now, everyone has the opportunity to buy these kids’ photographs.

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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