LG's revealing photography project uncovers a 'hidden city' in Argentina

Brand is helping to open up photography to neighborhood kids

Published On
Sep 25, 2018

Editor's Pick

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. 

 

 

Credits

Date
Sep 25, 2018
Agency:
Hoy
Managing Director:
Pedro Di Risio
Managing Director:
Ernest Riba
Executive Creative Director:
Nicolas Zarlenga
Executive Creative Director:
Federico Plaza Montero
Creative Director:
Juan Gussalli
Creative Director:
Leonardo Crocce
Creative Team:
Juan Martín Muiño
Creative Team:
Luciano Prats
Creative Team:
Bárbara Gedacht
Creative Team:
Cristián Tarzi
Creative Team:
Fernando Oltonila
Account General Manager:
Agustina Militerno
Media General Manager:
Florencia Vieyra
Account Director:
Nicolás Goldberg
Project Manager/Account Executive:
Martín Sureda
Content Manager:
Nicolás Macri
Web Development:
Jordi Paradelo
Web Development:
Pablo Fuentes
Agency Producer:
Evelin Blanco
Agency Producer:
Marcelo Kelez
Graphic Producer:
Emmanuel Trimigliozzi
Creative Coordination:
Florencia Vera
Production Company:
Mu Films
Director:
Santa Lemos
Executive Producer:
Guido Rutenberg
Executive Producer:
Emi Alvarenga
Head of Production:
Juan Curcio
Direction Assistant:
Pablo Alba
Photography Director:
Leo Tamer
Post Production:
Mu Films
Color Company:
Pentimento Color Grading
Post Producer:
Jaqueline Eckerdt
Edition:
Natacha Valerga
Edition:
Federico Wiske
Edition:
Nicolás Corley
Edition:
Nicolás Corley
Mix Company:
Riffle Music
Music Company:
Riffle Music
Responsible for the client:
Juan Manuel Cosentino

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