Hidden City is a marginal neighborhood located in the City of Buenos Aires. More than 25 thousand people live there ignored by the Government and a large part of society, making their name a reality.

It was the year 1978 and Argentina was preparing to host the World Cup, one of the most important sporting events on the planet. The Military Dictatorship of the time decided that there were things in our reality that tourists should not see. That's why they built a big wall to hide an entire neighborhood. From that day Villa 15 is known as Hidden City.

In lieu of the 1978 World Cup being hosted in BA, the government created a barrier around the Shantytown to prevent the press and visitors to see this “unsightly” part of the city. Villa 15 became known as Hidden City.

Today even Google Maps has stayed away from the Hidden City’s streets, there is no Street View available for hat part of the city.

Fortunately, NGO´s as Fundación PH15 exists. They offer workshops and activities aimed at promoting social integration and the socialization of artistic experiences in children and youth. The most important aspect of his project is the fact that he not only gives children the opportunity to study photography.

LG, one of the top 4 smartphone producers in Argentina, decided to open this hidden world and help PH15 in its mission: show that people have more than they think in common with the inhabitants of the Villa 15.

LG joined forces with PH15 by giving them 10 cellphones with state-of-the art cameras, to reveal what life is really like where they live. They would give neighborhoods kids smartphones to allow them to capture their life in Ciudad Oculta, but at the same time, allowing them to express themselves, to find their voice.

The content produced by the children would be exposed on major billboards and other hotspots across the city, the initiative would become an outdoor campaign supporting PH15 and the neighborhood kids.

We started by creating a short video that showed that people in Villa 15 are just like any other person living in Buenos Aires and we promoted it on the brand’s social channels: FB, TW, TY, Instagram. We also developed a dedicated website where all the pictures would be uploaded and where people could find information about the Hidden City, and of course, the pictures that where being taken by the children.

We then negotiated the donation of space with Media owners, and these allowed us to use major billboards to expose the children’s pictures all over Buenos Aires. And we reached an agreement with Getty Images so that the children’s pictures could be uploaded on to their stock photo base.

We also launched a public relations initiative that had our story picked up by the main TV networks in Argentina that finished in an art exposition.

Our paid media campaign resulted in more than 30MM impressions.

We reached more than 6 million people digitally and +1MM views.

The video CPV was as low as $0,09 cents ARS, which is 40% lower than industry standards. Our online video campaign had great success, our reach was greater than other campaigns with the same branding objective and budget, we manage to optimize and pay as low a $0,026 cents ARS per person reach.

The people´s response was positive and showed interest in the campaign, with more than 600 hundred thousand interactions across all platforms and digital assets. With more than 70% of positive comments.

Earned media generated from negotiations and interest in the campaign, resulted in more than 4MM. And the 90% of the spaces were donated.

We succeeded in opening The Hidden City to Argentinians all the while allowing the children express themselves.