| Title | CelebriLies |
| Agency | El Almacen |
| Campaign | CelebriLies |
| Advertiser | Missing Children Argentina |
| Brand | Missing Children Argentina |
| Date of First Broadcast/Publication | 2024 / 4 |
| Business Sector | Human Rights |
| Tagline | CelebriLies |
| Story | On Friday night, a snapshot of two well-known Argentine influencers, Juli Poggio - ex Big Brother - and Grego Roselló - host of a famous Argentine streaming channel-, walking hand in hand, began to circulate on social networks. In the image, the host could be seen wearing a very special t-shirt, with a boy’s face stamped. The news about the possible romance went viral in social networks rapidly and reached the main entertainment portals of the country, reaching more than 6 million views in just one day. Fake news go viral six times more than real news, and are retweeted by 100 times more people. Based on this information, the Argentine independent agency Almacén together with Missing Children developed this action to spread the image of David Capli, a teenager who disappeared in 2021 and has been searched for more than two years, to achieve a high impact in massive media. On Saturday afternoon, the protagonists Juli and Grego revealed on their networks that the viralized photo was a Missing Children campaign to make visible the searches of missing children: "By sharing the photo, you helped us to viralize the face of a missing child (seen on my T-shirt) who has been searched for several months. Like him, there are many others waiting to be found. We can all help to make this possible, if in addition to viralizing romances (which can obviously be fun) we viralize these searches", adds Grego Roselló. “Thanks to the action, after two years, David’s mother could tell about her search in an interview on national television. And more than 6 million people saw David’s face and learned that his mother and Missing Children are looking for him”, says Walter Onorato, partner and CCO of Almacén. "We took advantage of the viralization to put the search for missing children on the media and social networks agenda." Missing Children currently has more than 60 active searches. They can be viewed at https://www.missingchildren.org.ar/ You can help very easily by following their Instagram @missingchildrenArg |
| Philosophy | IT’S PROVEN THAT FAKE NEWS GO VIRAL 6 TIMES MORE THAN REAL NEWS. NEWS AS REAL AS THE SEARCHES FOR MISSING CHILDREN THAT MISSING CHILDREN HAS BEEN CARRYING OUT FOR MANY YEARS. |
| Problem | WE DECIDED TO USE THAT DATA TO CREATE A FAKE NEWS STORY THAT HELPS RAISE AWARENESS ABOUT A PROBLEM THAT AFFECTS HUNDREDS OF FAMILIES IN ARGENTINA. IN COLLABORATION WITH TWO OF THE MOST IMPORTANT CELEBRITIES IN ARGENTINA, WE CREATED A PHOTO OF AN ALLEGED ROMANCE BETWEEN THEM, WITH THE PARTICULARITY THAT ONE OF THE TWO WAS WEARING A T-SHIRT PRINTED WITH THE FACE OF A MINOR THAT MISSING CHILDREN HAS BEEN LOOKING FOR FOR SEVERAL MONTHS WITHOUT SUCCESS. |
| Result | WE PLANTED THIS PHOTO ON SOCIAL NETWORKS, MAKING IT INCREDIBLY VIRAL WITHIN A FEW MINUTES. SURPRISED MEDIA, SITES, JOURNALISTS, AND SOCIAL MEDIA USERS FROM ALL OVER THE COUNTRY AND THE WORLD RAISED THE NEWS OF THE FALSE ROMANCE, WITHOUT YET KNOWING THAT THEY WERE HELPING US TO SPREAD THE FACE OF THIS CHILD LIKE NEVER BEFORE. 24 HOURS LATER, ON THEIR IG ACCOUNTS WITH MILLIONS OF FOLLOWERS, THE CELEBRITIES TOLD THE COUNTRY THAT IT WAS ALL A CAMPAIGN TO VIRALIZE THE FACE OF DAVID CAPLI, A 15-YEAR-OLD BOY WHO HAS BEEN MISSING SINCE 2021. |
| Media Type | Social Media |
| Market | Argentina |
| More Information | https://www.missingchildren.org.ar/ |
| Chief Executive Officer (CEO) | Daniel Onorato |
| Chief Executive Officer (CEO) | Caio Lucini |
| Chief Creation Officer | Walter Onorato |
| Executive Creative Director / Partner | Damian Palopoli |
| Executive Creative Director / Partner | Santiago Ledesma |
| Art Director / Designer | Luciana Komjati |
| Copywriter / Art Director | Dimas Benítez Netto |
| Account Director, Social Media | Federico Mauri |
| Assistant Account Executive | Mariana Bermejo |
| Executive Agency Producer | Marcelo Soruco |
| Director of Digital | Andrés Scarola |
| Community Manager | Candelaria Blanco Medina |
| Creative Coordinator | Silvia Bruno |
More Work
SEE ALLCelebriLies
- BRAND:
- Missing Children Argentina
- AGENCY:
- El Almacen
The Awareness Traffic Light
- BRAND:
- Honda Safety
- AGENCY:
- Almacen Buenos Aires