Raising Billboards Allow Major Brands to Connect Spontaneously

Ogilvy Latina Sur and MILO take over the Chilean capital with Raising Billboards, enabling major brands to connect their messages organically.

We are used to seeing billboards of major sports brands on the street with renowned athletes, showing how far they have come, but never how they started.

Through an ingenious implementation in public spaces, MILO disrupts this logic by placing, next to those billboards, the same athletes, but when they were just children dreaming of being great, creating a unique campaign from that dialogue between the accomplished athlete and the child they once were.

Malu Donaire, chief creative officer of Ogilvy Latina Sur, explains, "Raising Billboards comes to tell the story that has not yet been told about these athletes. We installed impressive billboards to add to, in this case, Nike's message, so that childhood and consecration coexist. We managed to create a dialogue between the billboards, between yesterday and today, providing a new perspective to the function that billboards usually have. This idea was created between the teams in Argentina and Chile, and we are very happy with the result. The most powerful and challenging aspect of this idea was to achieve an organic collaboration between two major brands, which do not have a commercial agreement, but are connected by nothing more and nothing less than a common mission: to celebrate the values of sport."

Fran Camacho, executive creative director of Ogilvy Chile, commented, "MILO is a highly valued brand in Chile that has marked everyone's childhood, as well as being present at the beginning of many of the greats in sports, giving them energy to grow. Legends who are now ambassadors of international brands were once just children with the dream of succeeding. That's why we created this campaign for MILO in which we give a unique and powerful message: to achieve glory, you must nurture that dream from childhood with what is good for us. And to bring "Raising Billboards" to life, we thought of accomplished young athletes such as Martina Weil, Bárbara Cousiño and Santiago Ford."

Franco Margas, consumer marketing manager of MILO, "MILO's main driver is to provide energy to all Chileans, and to celebrate all their achievements as they grow. We are happy to have Martina Weil, the country's most outstanding sprinter who continues to break records, an ambassador for Nike, a truly unstoppable young woman; Bárbara Cousiño, who started playing basketball at the age of five and was already part of the Chilean National Basketball Team at just 13 years old; and Santiago Ford, who came to Chile from his native Cuba to make history in the decathlon specialty. They all represent our country in an extraordinary way, and each one has a life experience that shows us how effort and good nutrition drive our dreams."

Raising Billboards raises a conversation about the value of the first steps in sports, the illusions of children, with the effort and perseverance necessary to succeed. In this regard, Martina Weil commented: "To that girl we see in the photo, I would say don't stop dreaming. The road is hard, but it really is a dream. And it is a dream that I feel I continue to live day by day, when I wake up every morning and realise that I am doing what I love the most." For her part, Bárbara Cousiño added, "Each stage of my life has been full of challenges, learning and moments of overcoming that have helped me get to where I am. It has been a journey of transformation, not only physically, but also mentally and emotionally. This journey has shown me how sport can change your life." For Santiago Ford, "The photo that was used for the campaign has great significance, I was nine, ten years old and I was able to achieve a bronze, which for many was nothing, but for me it meant the beginning of a dream that was becoming a reality."

Kenneth Padilla, CEO of KP Agency Sports Management said, "We are proud to be the representatives of these three greats of national sport, and to accompany them in every challenge. When we proposed them to be the protagonists of this campaign, they accepted immediately. Then, we talked to Nike and we managed to get them to validate this collaboration. Nike has represented our athletes and has accompanied them during these years in all their stages, that is why it has been key to achieve their support. Then we started working on their photographs, and together with the MILO and Ogilvy team, we were shaping it."

"Together with MILO, we are very grateful to Martina, Bárbara and Santiago for having joined this idea, and to Nike for their support. It was a great team effort, and we hope to continue sharing more stories. We want to motivate new generations to enjoy sports and good nutrition," concluded Donaire.