ABOUT

MASCARILLAS DE LA TIRANA (TIRANA MASKS)

Concept
“Fiesta de la Tirana” is the largest religious festival in the North of Chile and takes places in the Tarapacá Region in a town called “La Tirana”. For a week, this town of barely 800 inhabitants receives more than 250K people who come to pilgrimage from Chile, Peru and Bolivia, to live the festival that honors the “Virgen del Carmen” (a sacred virgin).
However that joy, that religious holidays and the classic masks of La Tirana would not be possible to perform due to Covid-19.

Execution
Chile was under total lockdown and to keep this religious tradition alive, the free newspaper Publimetro decided to help people of this town to celebrate at their homes. To protect the community turned one of its pages into masks or rather “Tirana Masks”, so that people can celebrate without leaving their homes.
To amplify the idea, the influencer and Chilean actress Maly Jorquiera (who born in the region) invited to all the community using her stories on Instagram and inviting to download and to print their masks at Publimetro (digital paper), where there were several designs with images of the devils of “La Tirana”.
Thousands of people were able to enjoy and celebrate “Fiesta de La Tirana” thanks to Publimetro.

Results
+800.000 of reach
+5.000 visits to Publimetro only the day of activation
+5.000 downloads of the masks
0 invests