ECUADOR, SOUTH AMERICA — Xtrim, the Ecuadorian brand dedicated to entertainment through different digital platforms, presents its case “Love in Amorfinos,” developed by creative agency Paradais DDB, in order to communicate the launch of its new content platform focused on music and audiovisuals exclusively for Ecuadorian artists and collaborating to promote a great cultural change in the country.
Amorfinos are a musical genre based on an ancient poetic tradition created in the countryside of Ecuador, in which a man and a woman declare their love for each other. Since its creation over 150 years ago, these songs have only been for heterosexual couples, leaving other types of love aside. Amorfinos are recognized as Ecuador’s intangible cultural heritage and are taught in all schools in the country.
Together with Grupo Manchecaña and members of the LGBTIQ+ community, Paradais DDB created the first amorfinos for same-sex couples for Xtrim. With well-known local artists and the composition of two musical themes, the set of songs was released on social networks, radio stations across the country, and various digital platforms. In a short time, they became anthems for the community and represented a cultural milestone for the country.
In less than a month, more than four million were achieved in Free Press, more than 5,000 duets on Tik-Tok, and for several weeks they were the most requested songs on radio stations throughout Ecuador and reached #3 spot on the music charts.
CREDITS:
Agency : Paradais DDB
Client: Xtrim
Campaign: Amor en Amorfinos
Brand Manager: María del Carmen Buenaventura
Creative Chairman: Agustín Febres-Cordero
Chief Strategy Officer: Ricardo Medina
General Creative Director: Lupas Celis
Creative Director: José Serrano
Creative Director: José Reinoso
Art Director: Daniel Gabela
Planning Director: Sol Romo
Account Director: María José Pastor
Copywriters: Eduardo Hernández / Gabriela Ortiz /Yamir Zúñiga
Graphic Designers: Arianna Correia / Ana Cornejo/ Camila Rojas / Sebastián Pulla
Content Manager: Emilia Briones / Juergen Peñaherrera
Audiovisual Producer: Christopher Valdiviezo
Account Executives: Cynthia Armijos / Denisse Briones / Juan Sebastián Endara
Production Company: LeVector
