ChinChin, the wrestling cholita, is the main character in El Ojo 2015’s new ad campaign

Santa Clara, O2 Filmes and DaHouse Audio got together to tell the story of ChinChin, the wrestling cholita that proves that “If you are a local hero, you can be global hero.” The campaign also announces the festival’s final deadline to register the best ideas: September 25.

It has already become a classic and as every classic, it is attended with anxiety. The agency Santa Clara and the production company O2 have just released the new advertising campaign for the edition 2015 of El Ojo de Iberoamérica that has an action story as main character, or better said a completely original wrestler.

The wrestling cholitas are women that fight in rings in Bolivia, using traditional customes. The campaign tells the story of one of those women: ChinChin, a local hero that travels to Buenos Aires to participate in El Ojo Morado (The Black Eye), competition that gathers the best wrestlers in Ibero America. With no recognition in the beginning, ChinChin end up conquering the whole region becoming a global hero. The story shows how “If you are a local hero, you can be a global hero”. The campaign also announces the final deadline to register the best ideas, works and cases in El Ojo de Iberoamérica: September 25.

“El Ojo ad commercials have become a tradition in the agenda of regional campaigns thanks to the ability and good ideas of Santa Clara and its partners, and also because of what the festival represents and inspires in the creativity world,” insures Santiago Keller Sarmiento, President of El Ojo de Iberoamérica.

“Two years ago we established a global concept for El Ojo saying “Latinos, We are all over the fuckin place”. This campaign has been taking different shapes every year. In 2015 has the insight of El Ojo, event and award, as a catapult, kind of a trampoline to the world. We will always see in Cannes, what stood out the year before in El Ojo. Having this promise as a base, we discovered and chose a Latin story, a fable, the one of a local hero that becomes a global hero,” says Fernando Campos, Chief Creative Officer of Santa Clara.

With a duration of 2:50’’, “ChinChin, the wrestling cholita” film has the direction of Marcus Alqueres, from O2 Filmes, and mini-documentary format. The shooting took place in Bolivia, land of cholitas like ChinChin, women on typical customes, like the “pollera”, of five layers, a bowler hat, jewelry and mantles woven thoroughly. This kind of wrestling became an important part of the lives of some of these women in 2002, when the organizers of these events decide to invite women. No one knows exactly who was the creator of the wrestling among cholitas, but it became a tradition within Bolivian wrestling.

“It was a really fun script to shoot with a fine production where everyone had fun in the process, a combination that shows in the final result,”, declares Marcus Alqueres, film maker of O2. Besides the film, the campaign has a hot site (www.lachinchin.com), banners, prints and social media activation.

“ChinChin, the wrestling cholita” joins the list of unforgettable campaigns created by Santa Clara to celebrate and spread the main role of El Ojo de Iberoamérica as a worldwide creativity meeting with regional seal, authentically Latin. Pieces from Fernando Campos’s team that became classics as Cerveza El Ojo (Beer El Ojo), that used Cannes Festival long list as media to promote El Ojo 2011; the film Three Little Pigs that made possible for people to create different finals for this traditional tale in El Ojo 2008; and the video clip “Latinos, We are all over the fucking place” that used an irreverent song composed by Jair Oliveira, Gabriel Spinosa and Rafael Silvestrini, from S de Samba, and images inspired in the Italian painter Caravaggio to strengthen the representativeness of the region in the global creative industry in El Ojo 2014.

Credits
Agency: Santa Clara
Advertiser: LatinSpots
Product: El Ojo de Iberoamérica Festival
Title: ChinChin. La Cholita Luchadora.
Version: 2:50”
Creative VP: Fernando Campos
Creative Director: Leo Avila
Creation: MasoHeck, Vinícius Malinoski y Patrícia Oliveira.
RTV Production: Priscilla Sanches
Artbuyer: Simone Camacho
Accounts: Rafael Oliveira e Camila Ribeiro.
Media: Miriane Schmidt, Carla Fischer, Luciana Miranda y Telma Gianini
Production Company: O2 Filmes
Director: Marcus Alqueres
Accounts: Janaina Augustin, Daniel Zanardi e Rafael Naldinho
Sound Production Company: DaHouse Audio
Musical Producer: Lucas Mayer
Ilustration: Ruta Madre, MasoHeck and MaazoHeck
Customer Responsible: Santiago Keller Sarmiento

Important dates:
Deadline for Online Entries: September 25
*For a complete list of categories for each award and how to register, enter here
Website: www.elojodeiberoamerica.com
Tickest in advance: Until September 30, 30% off.
El Ojo 2015: November 4, 5 and 6
Place: Hilton Buenos Aires, Puerto Madero

About El Ojo de Iberoamérica
El Ojo de Iberoamérica is the first international festival with a Latin approach towards creativity, communication and entertainment. On each of its editions, and for 17 years, El Ojo gathers Latin talent and spirit, to project it and integrate it with the world. The keys for its success are found in the pillars that gave birth to the festival: training, inspiration, networking, recognition to the best work, professionals and companies that produce it, and, in the end, stimulation to the industry’s yearly growth and its consolidation as a worldwide reference in creativity.Each year, El Ojo encourages the limits of talent, creativity and Latin communication, make it grow and empower it. El Ojo goes beyond and consolidates as the place par excellence to meet, strengthen and empower bond, exchange experiences and project Latin talent beyond regional borders.