Cervecería Nacional Dominicana (CND) celebrates 35 years being the main sponsor of Premios Soberano which is the most important award show in Dominican Republic and the Caribbean.

The Red Carpet becomes the target of the most negative criticism on social media, taking away the recognition from the artists.

• Brief

Identify a concern of our society that is revealed during the Premios Soberano’s award season, creating a solution through a campaign.

Objectives

- Communicate that CND is the company that supports the most and recognizes the Dominican art and culture.

We chose a celebrity and dressed her in a way that Cyberbullies could not ignore.

While the celebrity walked the red carpet, negative comments did not take long to appear.

We printed the messages, covered the dress with them and place her back to the spotlight. At the closing of the red carpet event, she delivered a powerful message. Reflecting on how we pass a judgment and reflecting on how this can be an example for those who surround us.

Then, During the show and while presenting the Best TV show category, we interrupted the nominees bumper with bullying comments that they would have received in the past.

The winner also delivered a message, in this case, joining the cause.

• Insight

Cyber Bullying is the most popular behavior on social media during the event. Taking away the purpose of the award show: celebrate the artists.

#TijeraSoberana is the most popular hashtag, trending on every social network during the event.

• Key message

For every negative comment, change it for a positive one. Respect Stop There and hashtag #RespetaNoTePases

• Target audience

All audience.

Dominicans. Age range: From 4 to 55+

Real time messages were placed in templates and printed with the textile sublimation technique.

We place the messages on the dress with double-sided tape and sewed them with needles for the finishing touches.

The timeline and logistic of the Red Carpet was an important part of the campaign.

It’s a live event, so a time table was designed from start to finish so we could successfully implement the action.

Value added to brand

The conversation around the dress became relevant in social media, and the main subject of the debate on how to pass a judgement on others, provoking a conversation between “trollers”, “haters” and people in contact with these messages.

93% POSITIVE CONVERSATION ON SOCIAL MEDIA

Twitter Sentiment 85%

Instagram Sentiment 92%

Facebook Sentiment 87%

#RESPETANOTEPASES TRENDING TOPIC DURING THE NIGHT

• Value for consumer

Cervecería Nacional Dominicana replied every negative message with a positive on social media using the hashtag #RespetaNoTePases (Respect, stop there).

- Trollers paused the attacks and positive comments started to appear in response to negative ones as people started to use the hashtag #RespetaNoTePases.

- Celebrities and other brands identified as well, sharing the message.

- Fashion critics and Youtubers valued the positive outcome of the action.

Reach/cultural impact

Conversation regarding the subject continued in all media, including talk shows and media tours