Melody of Relief (Argentina)
Exploring physical and emotional relief in an immersive brand activation
Brief Description
In July 2023, ibuprofen brand Actron placed a comfortable booth in Plaza Houssay in Buenos Aires and invited passersby to talk about their afflictions, both physical and emotional. People spoke about muscle aches and losing a parent. They also shared their sources of relief: being in nature, hearing their cat purr, listening to music. Their observations were analyzed by a physician, a psychologist and a few musicians. The goal was to find ‘La melodÃa del alivio’, or the melody of relief. Musicians Pedro Aznar and Goyo Degano went into a studio and recorded a calming and gently uplifting tune that aims to provide Argentinians with a moment of relief.
Why is it significant?
This project takes a holistic health approach, encourages community engagement, establishes an emotional connection, involves professional guidance, respects cultural sensitivity, promotes stress reduction, and exemplifies innovative marketing. It represents a thoughtful and empathetic approach to health and wellbeing promotion.