VH1’s main target is the young people of this world, so it seemed appropriate to take on a social issue that deeply affects them.The idea of the campaign is to raise awareness about … read morebullying, speaking directly to those "cool" kids who watch the channel. In order to reach them, Del Campo Saatchi & Saatchi Buenos Aires knew they had to do something really original that corresponded to the personality and idiosyncracy of the brand and, more importantly, spoke a language that young people could relate to.
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