LG's revealing photography project uncovers a 'hidden city' in Argentina
Brand is helping to open up photography to neighborhood kids
Sep 25, 2018
LG has opened up a "hidden" city in Buenos Aires for a campaign that used photography taken by neighborhood kids given smartphones by the brand.
In 1978, as Argentina was preparing to host the World Cup, the Military Government built a wall to hide a shantytown neighborhood from tourists and the media. Villa 15 has since been known as "Hidden City" (Ciudad Occulta).
Via agency Hoy (Havas Buenos Aires), LG joined forces with PH15, a non-governmental organization that has been offering photography workshops to neighborhood kids for more than 15 years. It gave them 10 cellphones with state-of-the-art cameras, in order to reveal what life is really like where they live.
The result is an outdoor campaign across Buenos Aires featuring stunning photography taken by the neighborhood kids. Media owners donated space and the aim of the campaign is to show that people have more than they think in common with the inhabitants of Villa 15.
A film of the making of the campaign, by Mu Films and director Santa Lemos, can be seen here.