(Lavapies Florece,Ā Campaign Idea, Identity and Execution, Culturas Unidas, 2019)
Culturas Unidas is an NGO that works towards the active integration of immigrants and theirĀ children in LavapiĆ©s, a traditionally multicultural neighbourhood in the centre of Madrid and oneĀ of the most diverse neighborhoods in Spain.Ā Culturas Unidasā largest need is to be known outside of LavapiĆ©s. This would allow them to forgeĀ stronger and better relationships with future commercial and governmental partners in order toĀ boost the NGOās ability to benefit the kids and families they work with.Ā The main objective of our campaign is for CU to gain that awareness in Madrid.
People are like flowers. Though they can be wildly different in so many ways, they canĀ come together to form a beautiful garden. Any flower can be transplanted to a newĀ location, provided itās cared for upon arrival.
LavapiĆ©s Florece is a transmedia campaign that tells the story of immigrant communitiesĀ planting roots in LavapiĆ©s, and it starts with a botanical guerrilla marketing campaign.Ā Guerrilla marketing fits perfectly with an NGO like Culturas: itās all about using a smallĀ amount of resources to produce a disproportionately large impact. Leveraging LavapiĆ©sāĀ reputation for world-famous guerilla gardens, 10 mini-gardens were installedĀ throughout LavapiĆ©sĀ in public tree beds highly visible to local foot traffic.Ā Signage accompanied eachĀ installation, revealing the campaign slogan, āĀ”Celebramos laĀ diversidad!ā, with aĀ QR code redirecting scannersĀ to our campaignās microsite where they foundĀ moreĀ information about the campaign and Culturas Unidas.Ā Throughout the campaign, Culturas took care of the plants and flowers and were seen to do so.Ā This wasĀ crucial to the completion of the garden/gardener metaphor. During our press event, aĀ tour of the installations, aĀ news crew from Telemadrid followed the kids around as they ecstaticallyĀ travelled the neighbourhood wateringĀ the flowers they had planted.
