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Ambient
City of San Bernardino: Remembrance Walk
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A recent study revealed that 62% of Paraguayans tend to ignore their own culture. And the figure is even higher among young people. Itau believes the wealth of a country is measured also by its culture. Guarania is a musical genre created in Paraguay. "Recuerdo de Ypacarai", the most famous guarania song, turned 70 years old in 2019. This was an opportunity to reconnect Paraguayans with the authentic musical genre of their country. The solution was "Paseo del Recuerdo," a musical installation that allows anyone to play the notes of "Recuerdos de Ypacarai", just by passing the palm of the hand over the keys.
Agency: OniriaTBWA This is a permanent installation made by artist Fernando Ambere Feliciangeli donated to the city of San Bernardino, Paraguay. It stands at Ypacarai Lake, the inspiration for the song and the summer capital. Paraguay traditional culture needs more freshness and new formats to connect with young people. For new generations, the experience is more important than ever. “Paseo del Recuerdo” uses zero digital tech but the result is an experience for sharing online.
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