+Castro/La Escuelita: Todomoda Shared Tweet
2012/9/27 0:00:006320

Kind of like the digital version of the BFF necklace.To celebrate Friend's Day on August 1, a holiday that's widely recognized in South America, Argentine agency +Castro, along with a class of its students at local ad school Escuela Superior de Creativos Publicitarios decided to break up Twitter. 

The agency and students came up with a platform that allowed a pair of friends to share the 140 characters of a tweet, for local fashion accessory retailer Todomoda. One friend would start the message, while the other would complete it. And only until both made their contributions would the Tweet appear on their feeds.

Part of the "Share a Tweet" campaign also included games that would challenge friends' knowledge of each other and reward them with discounts to Todomoda.

According to +Castro creative planner Esteban Minoyetti, who taught the course, the campaign was the result of applying students' great thinking--which often ends up nowhere in a classroom setting--to solving real client problems. The students ultimately received store discounts from the clients and real compensation from the agency.
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Credits

Agency
+Castro/La Escuelita
Client
Todomoda
Innovation Director
Nicolas Pimentel
Pedro Saleh
Planner/Creative Director
Esteban Minoyetti
Creative Team
Elisa Carli
Augusto Morreale
Miguel Angel Patino Castaneda
Pablo Maffezini

Project Leader
Sebastian Zuddio
Project Assistant
Florencia Arrizabalaga
Digital Strategy Director
Juan Riva
Technology Director
Agustin Mende
Digital Production Company
The Pasto
Advertiser Supervisor
Mariana Castelli
Carlos Castelli
Lucia Areosa

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