"Give culture" aims to encourage the purchase and distribution of cultural products. The campaign slogan is "culture is something that envelops everything"
The Ministry of Culture is launching today a campaign aimed at encouraging the acquisition and distribution of cultural products during the holiday season.
The strategy developed to create the campaign is based on the promotion of cultural gift books, video games, art, theater, dance, circus, opera, exhibitions, music, movies, comics ...
The campaign will be disseminated in the media nationwide. Additionally, the campaign will encourage the internet purchases as an easier way to access cultural products.
The TV spots for the campaign, which runs until January 5, transmits culture as part of everyday life and how it adds specific value to those moments when it is present.
Four situations were selected, wrapped each in a representative cultural work of literature, music, film and performing arts and the main focus is to provide value to all types of cultural gift. At the end of each scenario, the creative concept is revealed: "Culture is something that envelops everything, and all possible cultural varieties are cited: books, film, music, theater, circus, comics, museums, dance, art, video games, opera ..., represented as wrapping paper, folded up to form a wrapped package.
Translated from the original press release in Spanish.