Situation:

In Mexico, migration is a prevalent issue, with many individuals seeking better opportunities abroad. This film was commissioned by the Museum of Memory and Tolerance to shed light on the challenges migrants face.

Brief:

Create a film that tells a migration story highlighting the complexities and hardships faced along the journey.

Objectives:

Gain media attention: +70%

Increase Brand Power by +4%

Raise awareness about migration issues and acknowledge the efforts of migrants attempting to cross borders illegally.

A story of a migrant with an unexpected ending, as we accompany him on his long journey only to discover at the end that he doesn't reach the United States, but instead finds himself back in Mexico, arriving at the altar his family set up in his memory to honor and remember him on the Day of the Dead. This piece was exhibited in the museum and in cinemas, which amplified its impact by generating empathy from viewers who didn't expect such an ending.

We needed to create a film that conveyed what a migrant experiences in their attempt to cross the border, in order to send a message of empathy because we know it's a problem with no easy solution. The best approach for the museum was to accompany and recognize all those who daily attempt to cross the border in search of a better life.

The cinematography in this audiovisual piece effectively conveys the protagonist's emotional journey and the narrative's themes. Through meticulous shot composition, lighting, and camera angles, it vividly portrays the harshness of the desert trek and the warmth of returning home to Mexico. The cinematography's visual transformation mirrors the protagonist's emotional evolution, while visual motifs and symmetry underscore themes of duality and contrast. Overall, the cinematography enhances the storytelling, immersing viewers in a visually compelling and emotionally resonant experience.

Impact:

The film successfully achieved its objectives, with double-digit growth in awareness, a crucial metric for the museum given Mexico's migration landscape.

Reach:

With a digital and above-the-line reach of over 8 million, the campaign effectively met its targets.

Engagement:

The campaign resonated with the audience, sparking empathy and discussions on social media about the alarming migrant situation and governmental indifference.

Change in Behavior:

An 18% increase in empathy and awareness signifies a historic high, reflecting a greater understanding of the tribulations faced by migrants.

Brand Perception:

The Museum of Memory and Tolerance, known for promoting empathy and awareness, honored migrants through this campaign, enhancing its brand reputation with a more empathetic and humane image.

Achievement against Objectives:

Positive perception increased by 16.1%, media attention reached 86%, and Brand Power increased by 11.6%, demonstrating significant progress toward the museum's goals. Moreover, the campaign contributed to fostering a culture of reading among Mexicans, a notable achievement beyond the initial objectives.