Bolivar Baby & Kids - "Sound Names"

VMLY&R Lima

VMLY&R Lima Miraflores, Peru

136

Brand: Bolivar Baby & Kids
Country: Peru

Title	Sound Names
Agency	VMLY&R Lima
Campaign	Sound Names
Brand	Bolivar Baby & Kids
Date of First Broadcast/Publication	2024 / 4
Business Sector	Cleaning Products, Soaps, Detergents
Philosophy	In Peru, according to RENIEC (National Registry of Identification and Civil Status), there are people with peculiar names such as Chucky, Joker or Merry Christmas. According to specialists, far from being funny, such a name can have a negative impact on the construction of one’s personality, as our name is the first sign of our identity, and being called by the names mentioned before can generate future bullying or harassment. Therefore, Bolivar Baby & Kids, the detergent that specializes in baby clothes care, has developed a way for babies to participate in the choice of their name: Sound Names. Taking advantage of the fact that babies in the womb can recognize pleasant sounds from week 29 onward, we turned name options into unique melodies with the help of music production software, which features a tool called “Piano Roll” that offers a distinctive visual representation of musical notes in a melody. We chose notes that form letters, thus giving sounds to the names..This way, mothers played the melodies to their babies, and upon perceiving a reaction from the baby, they knew that was the name they wanted to give them.
Media Type	Case Study
Length	123 seconds
Advertising Manager	Álvaro Rojas
Advertising Manager	Claudia Cornejo
Advertising Manager	Daniel Cuneo
Advertising Manager	Ana Belén Espinoza
Advertising Manager	Adriana Peña
Global Chief Creative Officer	Debbi Vandeven
Deputy Chief Creative Officer	Rafael Pitanguy
Regional Chief Creative Officer	Nino Goldberg
Deputy Regional Chief Creative Officer	Daniel Minaker
Deputy Regional Chief Creative Officer	Sebastian Tarazaga
Chief Executive Officer (CEO)	Eduardo Grisolle
Chief Creative Officer	Tin Sanchez
Creative Director	Carlos Fernández
Creative Director	Poke Meza
Senior Art Director	Fernando Guerra
Senior Copywriter	Kevin Torres
Senior Graphic Designer	Renzo Zapata
Production Director	Leoni Lizarzaburu
Producer	Katherina Vilcarima
Client Services Director	Sara Roif
Account Director	Anne Achata
Account Executive	Fabrizio Bullon
Social Media Manager	Solange Uchuya
Production Company	Cine70 Films
Director	Jeff Carrera
Director of Photography (DOP)	Julieta Sigot
Executive Producer	Giselle Bedón
Executive Producer	Paola Pastrana
Music Creative Director	Rodrigo Malnati
Music Composer	Alonso del Carpio