Economic inequality has reached extreme levels and the divide between the rich and the poor is ever increasing. LAC (Latin American countries and the Caribbean) is the most unequal region in the world, where 32 Latin Americans have the same amount of money as half of the population across the region put together.
#NoFilter is a creative concept developed by Arroba, and is the main element of the International Competition. The objective is to capture the reality of inequality in these countries and illustrate it to the world through static images, which look to drive awareness.
Introducing this creative concept, Arroba has developed a campaign with the fundamental objective to generate collective awareness, which is made up of different creative materials. These materials include one 30” four 15” Spots for online media, with the audiovisual production being coordinated by Pedro Pablo Etienne and developed by Exit, with music by Vicente Miras. The campaign is complete with a website for the contest (http://www.nofilteroxfam.org/), advertising posters and an editorial policy which will be applied to Oxfam’s social media profiles for Latin America and the Caribbean during the months of July, August and September.