ABOUT

Claro is the telecommunications company with the biggest coverage in Dominican Republic. That’s why they wanted us to create a campaign celebrating their reach. We found a purpose. Claro is the company responsible to make everyone live the present technology era. 

However, there are many Dominicans that live isolated from technology We wanted to create a campaign with real people living isolated from technology, interviewed them and freely surprised them with the technology that fitted with their needs. We filmed their reactions and made our tv commercials with the whole experience.

We wanted to create a campaign with real people, so Claro wouldn't just say they have a purpose, they would SHOW IT. We looked for people really living isolated, interviewed them and freely surprised them with the technology that fitted their needs. We filmed their reactions and made our tv commercials with the whole experience.

There were 3 stories we wanted to find:
I•
One babysitter that due to economic reasons left her hometown, and with it her children in the care of someone else, to go to the capital city and work to provide for them. Only saw her children once or twice a month, but didn’t have the means to afford a smartphone to chat and video call with them.

II•
A blind person, that didn’t have a smartphone with an image recognition app, to make their life easier and navigate the messy city that is Santo Domingo.

III•
And finally, a family living in a town so remote, that is just recently they have electricity. Therefore no one even had a Tv.