Güitig: From Core to Sun, connecting the two most extreme points of the planet
Güitig, one of the best naturally gasified waters in the world -according to the Fine Waters Society-, leveraging its institutional communication in an adventure of self-improvement developed, together with the Production Company Levector, the case From Core to Sun. Personifying in this way the essence of what Güitig is through the great deed of Millán Ludeña, the protagonist of this story.
The case based on the feature film From Core to Sun, presents Millán Ludeña’s challenge to connect, for the first time in history, the deepest point of the earth with the closest to the sun, facing an extreme challenge and demonstrating that even the most unattainable dreams can comply. According to Millán “the indicated challenge is the one that makes your legs tremble”.
Levector produced a feature film to tell this story of Millán Ludeña, a 37 year old Ecuadorian who, without being a professional athlete, achieved the Guinness World Record by running a half marathon -21.1 km- at 563 meters depth, at the point closest to the core of the Earth, at the Mponeng gold mine in South Africa.
Immediately after, the team traveled to Ecuador, where Ludeña completed another half marathon on the way to the other extreme, the closest point to the Sun, the summit of the Chimborazo volcano at 6,263 meters above sea level. Achieving this way, we can show the spirit of this audiovisual production that states that we are all extraordinary by nature and that the difference between showing it or not is in the decision to dare to pursue our dreams. “From Core to Sun” was directed by the Uruguayan Oliver Lee Garland.
“The film, sponsored by Güitig, manages a motivational tone that marked a milestone in the history of Ecuadorian cinema, reactivating national pride, surpassing the $ 700,000 free press, the 5 million interactions and an increase in their engagement. in the Güitig community over 500%. For his part, Millán Ludeña got the first Guinness World Record sports for his country,” says Jeff Karram, executive producer of Levector.
Güitig with this project managed to redefine the way to generate closeness with the consumer produced content that after the film produced a series of motivational talks and created a message that continues to be powerful over time. Millán Ludeña represents the spirit and essence of the brand where the extraordinary and unique, does exist.
Credits
Brand: Güitig
Campaign: From Core to Sun
Advertising Agency: Levector, Argentina
Agency website: http://www.levector.com
Executive Creative Directors: Shanna Robalino, Jeff Karram
Creative Director: Oliver Garland
General Account Director: David Pimentel
Account Executive: Adrian Castro
Graphic Producer: Pulsum Brands
Art Director: Pulsum Brands
Copywriters: Carolina Sosa, Oliver Garland
Illustrator: Octavio Cordova
Photographer: Mike Reich
Production: Levector Films
Executive Producer: Jeff Karram, Shanna Robalino
Tags:
From Core to Sun, Argentina, Güitig, Levector, Non-Alcoholic Drinks, Water, Best Tv Commercials, Inspiring Short Films, Best Commercial Ads, Best TV Ads, Fine Waters Society, Millán Ludeña challenge
