Fundación Altius (The Altius Foundation) worked with Leo Burnett in Madrid to sell thousands of bottles with messages inside, raising funds for needy children in Latin America. A message in a bottle is perceived as a universal symbol for a call for help from someone a long way away. Every bottle was a unique product, with an original message written by a Latin American child. Children in countries such as Honduras, Ecuador and Mexico wrote their messages on the labels, writing about what they wanted to be when they grew up. Leo Burnett created a web site, 1mensaje1botella.org, and Facebook page, where people could find the bottle they’d bought, see other children’s messages, and watch their videos writing the labels at school. Bottles were sold at VIPS, a mini market chain in Spain, and later at Toys R’ Us. The 1 Botella 1 Mensaje campaign won a Bronze promo and activation Lion at Cannes INternational Advertising Festival 2010.
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The Message in a Bottle campaign was developed at Leo Burnett Madrid by executive creative directors Chacho Puebla and Rafa Antón, creative advisor Tura, creative directors Fernando Martín, Francisco Cassis, copywriters Pablo Cachón, Ana patricia Ortega, art directors Ricardo Sáez, Seve Ruiz, producers Natacha Martín, Alvaro Aparicio, Antonio Ojeda, interactive programmer Horacio Panella, head of digital production Victor Moreno, chief digital officer Alfredo Laguía. Music is by Joan Jiménez.