Pine-Sol launched “Un Canto Al Cambio", to honor Latina women and their individual stories of transformation; celebrating their unique power to positively transform their homes and local communities. “Un Canto Al Cambio" was a unique online contest through which consumers had the opportunity to share their personal stories of change, hope and perseverance with Latino audiences worldwide for the chance to win the grand prize of $10,000 and have their story turned into an original song by music recording artist, actress and former Miss Universe Denise Quiñones. Mini-documentaries of the finalists were created for consumers to view and vote for their favorite one. These were shared on both YouTube and the brand’s Facebook page to inspire the Latino community and encourage them to pursue their dreams. Un Canto Al Cambio should be considered for this category because it allowed the program finalists to share their life story - via an online video - not only with the other participants, but also with the Latino community throughout the US, with hope of inspiring them to pursue their dreams. Once the three finalists were chosen, our team traveled to their homes where we spent time getting to know each person so we could accurately portray their life stories through a mini-documentary. We met their families, listened to everyone’s stories and tried to see everything through their eyes. From the mother of two that underwent chemotherapy for breast cancer, to a hopeless romantic who left her job and moved away from her family to follow the love of her life, to a young mom who dreamed of launching her own business – each and every one of their stories exemplified what “Songs of Change" truly are. Once finalized, the mini-documentaries were shared on YouTube and the brand’s Facebook page for the rest of the Latino community to view and be inspired by these women’s lives. We believe that this program is unique in the sense that it was shaped by its consumers and the lives of the individuals that shared their stories. It did not only allow one person to win $10,000 and turn their personal story into a song, but also the chance to create a lasting video that continues to inspire and motivate those who view it.
http://www.youtube.com/watch?v=ono2S4FBXXM http://www.youtube.com/watch?v=LV3uQLR1TFA http://www.youtube.com/watch?v=PukrovbJFeo
