With the aim of promoting Chile’s substantial cultural heritage in the world of culture and the arts at the international level, the campaign includes activities that highlight the work of poets such as Pablo Neruda, Gabriela Mistral, and Nicanor Parra. It has now reached more than 60 million people around the world.
In China, the campaign presented a cooking show on prime-time television, in which a famous chef prepared a traditional conger chowder inspired by the poetry of Pablo Neruda. In Spain, tattoo artists were given literary works by Chilean writers as inspiration for creating exclusive designs that would be tattooed onto interested residents of the city of Madrid. In another activity, members of the Chilean national soccer team received personalized pennants bearing lines from Chile’s most distinguished poets to exchange with members of rival teams from Paraguay and Mexico. Some media labeled the action “an awesome literary score.”
To showcase a sample of the campaign’s promotional activities on three continents, highlight great artistic moments from Chile in recent decades, and celebrate the country’s culture, especially among younger generations, Imagen de Chile has created a compilation video in Spanish.
“The campaign aims to show how Chilean creative talent has transcended generational, cultural, and geographic boundaries, and is playing an important role in creating future,” stated Imagen de Chile Executive Director, Constanza Cea.
Chilean culture is fashionable in Spain
The names of Chilean cultural figures have appeared often in the Spanish press in recent months as prime examples of the abundant creativity that this Andean country continues to offer the world.
For example, there’s Patricio Guzmán, winner of the 36th Goya Award for best Ibero-American film with ‘The Cordillera of Dreams.’ In literature, we have Cristian Alarcón, winner of the 2022 Alfaguara Novel Prize, and writer Julio Espinosa, who recently founded the Mil Madres publishing house in the Spanish city of Zaragoza. In music, names include singers such as Javiera Mena and the band Emilia y Pablo, while in the realm of art, we’ve seen artists like Rodrigo Arteaga, who last week participated in Spain’s prestigious contemporary art fair, ARCO, in a gallery on the effects of climate change.
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Digital positioning, campaigns, data and stakeholder engagement: nation brands define the key themes for the 2022 forum while in Chile