• The Webby for Good, produced in partnership with WP Engine, is a showcase of Webby-honored projects and campaigns that are promoting social good in the world.

  • Describe your project. What is it, what was the elevator pitch?
    When musicians first start out, most of them have to work day jobs to get by. One of the biggest steps to living full time as a musician is finding followers online. We leveraged Converse’s millions of followers to launch the #LoQueSoy playlist on Spotify, featuring the platform’s first interactive music video, with which we asked real people to free a real band from their day job. The more followers we got, the more the band’s day job would fall away.

    What key challenges did you face with this project? And how did you overcome them?
    "Innovating an established platform like Spotify proved to be difficult, but our developing partners worked tirelessly to bring the creative vision to life. Another challenging aspect of this project was finding talented bands and artists that were ‘unfollowed’ and unknown. With the help of local partners in Latin America and through extensive research, we were able to find hidden gems that blew us away."

    What was the most rewarding aspect of working on your project?
    We helped dozens of aspiring musicians get their music heard, and seeing the overwhelming support that our initiative got from the music community was inspiring. Many artists and musicians could relate to the story we were telling, and they were eager to share their own stories.

    Why this particular cause as the subject of your project/campaign?
    In Latin America, it is especially hard for musicians to break out because the industry is tiny. Converse is a brand that is defined by musicians, artists, and all the other creators of the world. They take every opportunity they can to give back to those who have given them so much and, in this case, it was aspiring musicians.

Credits

  • Chief Creative Officer
    Jose Molla
    the community
  • Chief Creative Officer
    Joaquin Molla
    the community
  • VP Executive Creative Director
    Ricky Vior
    the community
  • Associate Creative Director
    Marcelo Padoca
    the community
  • Associate Creative Director
    Fernando Reis
    the community
  • Associate Creative Director
    Juan Cruz Vasallo
    the community
  • Sr. Art Director
    Guilherme Nobrega
    the community
  • VP Production
    Laurie Malaga
    the community
  • Senior Producer
    Andy Murillo
    the community
  • Senior Director of Culture and Strategy
    Jeff Beck
    the community
  • Director of Digital Strategy
    Andy Amendola
    the community
  • Jr. Planner
    Bernie Guzman Lopez
    the community
  • Senior Account Director
    Daniel Gergely
    the community
  • Account Supervisor
    Jackie Rivas
    the community
  • Sr. Digital and Social Media Strategist
    Veronica Lincoln
    the community

About the Video Ad Shortform category

Online video ads :30 or less for a brand

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2017
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