Cannes Lions

Cuban Ingenuity

MCGARRYBOWEN, New York / WESTERN UNION / 2016

Film
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Cubans work hard, inventing and trying to get ahead. The money sent to them by loved ones in the U.S. helps fuel micro-businesses that enable them to work towards a better life for themselves and their families for years to come. The idea was to celebrate Cuban ingenuity and entrepreneurship by sharing the stories of real Cubans and how they are flourishing with the help of money transfers. The music is a custom compilation by Cuban artists that invented ways to fix their instruments so they can keep performing in Cuba. Some of the stories featured include “El Guajiro” who found ways to repair broken car windows, and “Marisel” who runs an in-home hair salon, using time-honored techniques to dye hair. We gave U.S. senders a peek into daily life in Cuba from the perspective of receivers who have found new ways to succeed that U.S. senders couldn’t even imagine.

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