Cannes Lions
OGILVY PERU, Lima / ENGLISH LANGUAGE INSTITUTE: ENGLISH EXCELLENCE / 2011
Awards:
Overview
Entries
Credits
Description
In Peru 87% of the population doesn’t speak english, but this skill is needed in work or Studies. This fact is more evidente at the movies, because the vast majority of films are English sponken and are proyected with Spanish subtitles, but in the reading people lose parts of the movie.At the movie Heather, after a minute of the beginning of the movie, we made the subtitles move slowly from its normal position and move to the right, in relation with the screen image. Slowly, the subtitles move around the screen, until they finally move out of the screen and are projected on the wall at the side.The subtitles, that are still translating the movie dialog normally, move around the theather walls until they are proyected on the roof. They change again but now the following phrase is proyected:Why aren´t you watching the movie?Learn English. English Excellent.English Language Institute.
Execution
87% of Peruvians do not speak English. Still, most movies are played in English and are shown with Spanish subtitles.In the movie theatres, after the movie has been playing for 1 minute, we made the subtitles move around the screen from their original position, until they finally move out of it and are projected on the wall at the side.The subtitles, which continue to translate the movie dialogue, continue to move until they are projected on the roof. They change again but now the following phrase is projected:Why aren´t you watching the movie?Learn English. English Excellence.English Language Institute.
Outcome
Our message reached more than 9600 people in 2 weeks.The tuitions doubles in one monthAwareness: we moved from the 5th position to the 2nd