The new campaign seeks to show how Chile’s cultural heritage has inspired the world, through different milestones that bring together the works of well-known national talent from the world of culture and the arts.
The meeting between Chile and Paraguay was not just a sports contest. During the traditional pennant exchange between the captains of the rival teams, the leader of the Chilean national team, Claudio Bravo, attracted attention because of the message that was printed on his flag.
“Chile, o una voluntad de ser” (Chile, or a will to be) were the words that could be read on the Chilean pennant, a line from renowned Nobel Laureate for Literature, Gabriela Mistral. This action took place as part of Imagen de Chile’s campaign “Chile: creatividad que inspira al mundo” (Chile: creativity that inspires the world). The campaign is using different events to show how Chile’s cultural heritage has influenced the world.
This activity will be replicated at future Qatar 2022 World Cup qualifying matches, with extracts from works by poets Pablo Neruda and Nicanor Parra in the next games.
“The exchange of pennants featuring poems by some of Chile’s most famous literary figures has a very symbolic purpose. These pennants will travel with the other teams to their countries, representing how Chilean culture has crossed borders throughout the world, through the creativity, sensibility and talent of the people that live in our country, and thus showing how Chile has inspired the world,” explained Imagen de Chile CEO Constanza Cea.
“This project seeks to bring the world closer to Chile, via the field of culture, through our literary talent, and to share the creativity that has shaped and impacted different generations around the world,” she added.
“La Roja (Chile’s national football team), just like great Chilean poets like Gabriela Mistral, Pablo Neruda and Nicanor Parra, is part of the essence of our country. This initiative shows the talent, wealth and diversity of our people and our national territory,” stated the President of the Chilean Football Federation, Pablo Milad.
The international campaign, which will kick off with actions related to the works of Pablo Neruda, Gabriela Mistral and Nicanor Parra, will officially launch in the coming weeks. It will include the work of different people from the world of culture and the arts and will seek to show how Chile’s creative talent has crossed generational, cultural and geographical borders. It will also emphasize how this talent continues to play an important role in creating future.
The campaign is part of the “Chile Creating Future” strategy launched by Imagen de Chile a year ago, which seeks to showcase Chile through the creativity and talent of its people. Where Chile was previously known abroad for its landscapes and nature, now it is now being celebrated for its people and the talent that we have to contribute in the most diverse areas, such as sport and culture, from our corner of the world.
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