This is a very interesting campaign that unfortunately still hasn't seen the light.
The client (Listin Diario - Dominican most important Newspaper) wanted to do a Dominican peace campaign due to the increase of violent crime in the Dominican Republic.
The main Idea was to make people realize that we ( The Dominicans) are not violent by nature, it's not in our nature to be that way.
The slogan of the campaign is :
The Dominicans don't match with violence , not even close.
So i went back to the Dominican History, and our culture and saw that we are a very agreeable and sharing people, always aiming to bringing music into our streets, dancing, and helping the neighbors when in trouble.
I decided to give the campaign a fun twist by taking cultural items such as our big hats used by the farmworkers, the "güira" a typical dominican musical instrument used to play merengue, the national folkloric long tricolor skirt , and the hair rollers used by most of Dominican women when they do their hair at the Salon.
So I combined those Dominican culture elements with violent personalities such as vikings, roman warriors and samurais, to have a contrast between these different cultures.
The client (Listin Diario - Dominican most important Newspaper) wanted to do a Dominican peace campaign due to the increase of violent crime in the Dominican Republic.
The main Idea was to make people realize that we ( The Dominicans) are not violent by nature, it's not in our nature to be that way.
The slogan of the campaign is :
The Dominicans don't match with violence , not even close.
So i went back to the Dominican History, and our culture and saw that we are a very agreeable and sharing people, always aiming to bringing music into our streets, dancing, and helping the neighbors when in trouble.
I decided to give the campaign a fun twist by taking cultural items such as our big hats used by the farmworkers, the "güira" a typical dominican musical instrument used to play merengue, the national folkloric long tricolor skirt , and the hair rollers used by most of Dominican women when they do their hair at the Salon.
So I combined those Dominican culture elements with violent personalities such as vikings, roman warriors and samurais, to have a contrast between these different cultures.
