ABOUT

For the Ojo de Iberoamérica: New Talents competition we had one simple brief, to make irons cool again. We had to get to a new generation, that doesn't even care about ironing their clothes, yet the brand of their iron. But we found an opportunity for ATMA, something really attractive for our target: artists. Most of the artists are recognized (admired and copied by fans) for their outfits. Most of the artists have that iconic look, that represents them. And, FANS, REAL FANS, would do anything to meet their artists, or even ironing their clothes (or both). That's why we created a job opportunity, a brand experience, ATMA presented Hired Fans. A competition between fans of the most influential artists now a days, to meet their idols and be part of their crew for their next tour, by being the person in charge of ironing their clothes (DREAM JOB, for a fan). We delivered a series of content with tips of how they should iron. The fans would participate by demonstrating why they should be the ones chosen. That's how we made a new generation to care about ironing, and actually learning about it, and maybe, just maybe being the Hired Fan for the idol.