2017
Gabriela & Violeta
During 2017, GAM’s communication and marketing team created the campaign Gabriela & Violeta, to commemorate the 100th anniversary of this singer songwriter birth. A digital curatorship and branding action to celebrate two Chilean women, whose messages ring very contemporary. Gabriela Mistral receives Violeta in the cultural center that carries her name (GAM) and invites her to experience the Chile of today. These women, made in wool by scenic designer Macarena Ahumada, visited the building and other locations on a journey through arts, their stories and social criticism.
This campaign furthered a collaborative spirit between institutions, since it counted with the support of Museo Violeta Parra, El Mercurio, Metro de Santiago, Santo Crochet, CNN Chile and Universidad de las Américas.
Using a low budget in the creation of these small dolls and with high return in the investment, this campaign translated itself in online and offline actions: a web series, social media, viral videos, banners, a landing page, installations in the building and on Santiago’s Metro, press publications, a spot in CNN Chile, advertisement, among other products.
“Using a low budget in the creation of these small dolls and with high return in the investment, this campaign translated itself in online and offline actions: a web series, social media, viral videos, banners, a landing page, installations in the building and on Santiago’s Metro, press publications, a spot in CNN Chile, advertisement, among other products.”
— Artist Macarena Ahumada.
Web Serie
In March we premiered the first episode of our web series, the first digital piece sin the beginning of the campaign. This fiction series, with the motto #nuncanosfuimos (#weneverleft), was done using only cellphones and managed to produce an encounter between these Chilean artists that didn’t get to know each other, but that each from their own flank were severe social critics.
The chapters were recorded by the cultural center communications team to generate loose and fun episodes, independent between themselves, inviting to know these great women through new aspects of their personalities.
1st Chapter: “The Encounter”
In the first chapter we see Gabriela in GAM’s library, walking around its squares. Violeta gets out of the museum that carries her name and walks along Alameda to meet Gabriela.
2nd Chapter: “The Birthday”
In this episode, Gabriela organizes a celebration for her birthday and we see her inviting people via Whatsapp. Violeta arrives at the party and gifts Gabriela a guitar. Everybody ends up sharing with the young people who dance on GAM’s squares.
3rd Chapter: “A New Friend”
On the third Chapter, Violeta invites Gabriela to her museum, but they are not alone. GAM’s wicker fish accompanies them in these adventures getting to know the legacy of Violeta and her work.
4th Chapter: “Presidential Debate”
In this last chapter, Gabriela and Violeta are interviewed as two new presidential candidates by journalist Mónica Rincón mimicking CNN Prime. This happened during electoral times, so they comment about things like child protection, inequality, gender violence, discrimination and corruption. Their answers are textual quotes the artists said during their lifetimes.
Beyond Gabriela
Wool Gabriela received so much love, that she became GAM’s ambassador for many actions during the year and she took portraits of herself with people who visited the cultural center.
“In GAM we have promoted ideas like inclusion, gender equality and justice for the indigenous peoples. So it came very natural to link Gabriela and Violeta on a web series and “make them grow” for this new installation that we hope becomes a great image for all our audiences.”
— Pamela López, GAM’s program director.
We also celebrated with Gabriela the 8th anniversary of GAM and National Dance Day.
Press
Graphic pieces
Social Causes
Company for children, diversity, inclusion and the end of gender related murders are the causes GAM decided to emphasize on its façade overlooking the Alameda. Since August 4, every person walking by the building could read the message “Culture means all of us”, with the campaigns allusive to “Children are not alone anymore”, “Not one [woman] less” and “Diverse Chile”.
This communicational action was aimed at giving visibility to three topics related to GAM’s identity that have been present in its mediation, education and art programming strategies.
“Social revolutions are real when in our personal lives we change our attitude towards previously invisible issues. Culture must make a statement and GAM’s façade will not be a silent witness. We chose these mottos because we identify with their content and urgency.”
— Felipe Mella, GAM’s executive director.
The cultural center, in its seven years of life, has worked with issues of migration, inclusion, children in social risk and diversity; highlighted art produced by women, indigenous peoples and has developed art projects director by people living with physical and cognitive disabilities.
“It wasn’t enough that the message remained inside GAM”, comments Ximena Villanueva, communication director and she adds, “it became necessary to express it on the façade, which is considered a natural communication form because of its impressive dimensions and because it faces Santiago’s main artery, where people march, celebrate, and where the pulse of the Chilean peoples can be felt”.